At Navattic, we recently added a product-led motion. It was a truly company-wide effort that required us to change more than we initially expected across the board.

While there is high-level content around going PLG, we couldn’t find many resources with tactical steps/operational details for companies that are making this change. The intent of this write-up is to share our approach with the community and ideally make this process easier for other company’s that want to make this transition.

To start - why did we decide to go product-led in the first place?

Quick context

• Navattic helps marketing and sales teams create interactive product demos. Many customers use interactive guided demos on their marketing site (Ramp, Fivetran, Vitally) and as a follow-up asset in the sales process.
• We had a sales-led motion with $500/month and $1k/month plan offerings.

While we were seeing strong growth, our Head of Marketing received a lot of notes like the ones below. It became clear there was an appetite for teams to try the product so they could prove value to their team and secure budget.

When we first discussed the idea of freemium, not everyone on the team was onboard.

Initially, the following questions/objections arose:

Would it cannibalize sales?