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Drive Customer Growth

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Drive Customer Growth

The Five Steps To Drive Customer Growth With Product-Led Growth

Long practiced in emerging companies, product-led growth (PLG) has been touted as one of the fastest ways for B2B firms to grow. Perhaps even more compelling than rapid growth is the lower cost of sales in PLG motions. Because the methodology is based on simplified products targeting individual users for self-serve purchase, initially, there is no need for business development reps or sales outreach.

Drive Customer Growth with PLG: A 5-Step Approach

While traditional sales-driven firms may not have traditionally employed PLG, they can still benefit from this approach by adopting PLG strategies that complement their sales efforts at each stage of the customer growth trajectory — and drive faster and more profitable growth. Here are five steps to drive customer growth with PLG:

Step 1: Drive User Growth to Seed the Market

PLG can generate rapid user growth by relying on users to do the selling. Offer free trials and make sure that the product has a network effect where users gain more value the more others are using it — by collaborating within their team (e.g., Jira), across their company (e.g., Slack) or even across companies (e.g., Calendly). Create user referral programs where users are incentivized to share the product. These network and viral effects can drive “exponential growth” across markets and accounts.

Step 2: Turn Heavy User Companies into Product-Qualified Accounts

With users seeded across multiple companies, segments, and even regions, it’s easy for PLG organizations to identify the accounts where more users have adopted their product. Accounts with enough active users become new opportunities in the pipeline for a sales rep to close. This process is typically less costly than traditional top-of-funnel marketing efforts, and these product-qualified accounts are considered to be “better than the best” of traditional pipeline opportunities.

Step 3: Leverage Product Telemetry to Optimize the Experience and Build Loyalty

A product that delivers fast time to value is foundational to PLG success and will help drive growth and retention for all selling motions. Build in product analytics so you can pinpoint user friction and optimize the time and effort it takes users to achieve their desired outcomes. This type of product telemetry can be used across small and simple or large and complex software modules and is instrumental in improving the user experience and building ongoing loyalty.

Step 4: Use In-Product, Personalized Messaging to Upsell Customers to Higher Tiers

In PLG motions, the product is the primary marketing and selling method. Create contextual, personalized messages that both provide tips for specific activities and showcase additional offerings that could extend the value that users receive. In the context of existing workflows, alert users to new features, product extensions, or higher-tiered offerings. Offer trials for premium capabilities to make it easy for users to experience the value before expanding their purchase.

Step 5: Combine Product- and Sales-Led Efforts to Expand into New Buying Centers

Now that you’ve set up a PLG motion, use it to extend to new buying centers with the support of traditional sellers. Account teams should scout out new buyers and identify new use cases for offerings within accounts. Gain cross-sell business through PLG motions using trials and referral programs to incentivize users to share across buying centers.

Conclusion

PLG strategies, while practiced successfully at smaller firms, have become additional arrows in the toolkit of go-to-market practices for many larger B2B firms. Pursuing a bottom-up PLG strategy in conjunction with traditional sales efforts has been shown to have the best results for rapid and scalable revenue growth. Just look at the success of Atlassian, Airtable, Dropbox, Calendly, HubSpot, and others to see how well the PLG and sales combination works.

Frequently Asked Questions

  • Can traditional sales-driven firms benefit from PLG strategies?
    • Yes, PLG strategies can be used to complement traditional sales efforts and drive faster and more profitable growth.
  • What are the advantages of PLG over traditional sales-driven approaches?
    • The cost of sales in PLG is lower, and the methodology is based on simplified products targeting individual users for self-serve purchase.
  • How can PLG be used to expand into new buying centers?
    • Use product- and sales-led efforts to scout out new buyers and identify new use cases for offerings within accounts, and leverage trials and referral programs to incentivize users to share across buying centers.

Innovation and Technology

The Agile Organization: How Technology is Enabling More Flexible and Adaptable Business Operations

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The Agile Organization: How Technology is Enabling More Flexible and Adaptable Business Operations

With the rise of tech-enabled leadership strategies, businesses are now more equipped than ever to adapt to changing market conditions and stay ahead of the competition. In today’s fast-paced and ever-evolving business landscape, agility is key to success. By leveraging technology, organizations can streamline processes, enhance collaboration, and make data-driven decisions to drive growth and profitability.

Embracing Digital Transformation

The digital transformation of business operations is a crucial aspect of becoming an agile organization. This involves the integration of digital technologies, such as cloud computing, artificial intelligence, and the Internet of Things (IoT), to improve efficiency, reduce costs, and enhance customer experience. By embracing digital transformation, businesses can break down silos, automate manual processes, and gain real-time insights into their operations.

Cloud Computing and Scalability

Cloud computing is a key enabler of agile business operations, allowing organizations to scale up or down quickly and efficiently. With cloud-based infrastructure, businesses can rapidly deploy new applications and services, without the need for costly and time-consuming hardware upgrades. This scalability enables companies to respond quickly to changing market conditions, such as sudden increases in demand or unexpected changes in customer behavior.

Artificial Intelligence and Automation

Artificial intelligence (AI) and automation are also critical components of agile business operations. By automating routine and repetitive tasks, organizations can free up resources and focus on higher-value activities, such as strategy, innovation, and customer engagement. AI-powered analytics can also provide real-time insights into business performance, enabling data-driven decision-making and rapid response to changing market conditions.

Enhancing Collaboration and Communication

Effective collaboration and communication are essential for agile business operations. Technology plays a vital role in facilitating collaboration, enabling teams to work together more effectively, regardless of location or time zone. By leveraging collaboration tools, such as video conferencing, instant messaging, and project management software, organizations can enhance communication, reduce misunderstandings, and improve productivity.

Remote Work and Virtual Teams

The rise of remote work and virtual teams has transformed the way businesses operate. With the help of technology, teams can now work together seamlessly, regardless of location. Virtual teams can be assembled quickly, and members can collaborate in real-time, using cloud-based tools and platforms. This enables organizations to tap into a global talent pool, reduce costs, and improve work-life balance.

Customer Engagement and Feedback

Customer engagement and feedback are critical components of agile business operations. Technology enables organizations to engage with customers in real-time, using social media, chatbots, and other digital channels. By leveraging customer feedback, businesses can identify areas for improvement, respond quickly to customer concerns, and develop innovative solutions to meet changing customer needs.

Driving Innovation and Growth

Agile business operations are essential for driving innovation and growth. By leveraging technology, organizations can experiment with new ideas, test new products and services, and iterate quickly in response to customer feedback. This enables businesses to stay ahead of the competition, identify new market opportunities, and drive revenue growth.

Design Thinking and Experimentation

Design thinking and experimentation are key components of agile innovation. By leveraging design thinking principles, organizations can develop innovative solutions to complex problems, using a human-centered approach. Experimentation enables businesses to test new ideas, validate assumptions, and iterate quickly in response to customer feedback.

Data-Driven Decision-Making

Data-driven decision-making is critical for agile business operations. By leveraging data analytics and AI-powered insights, organizations can make informed decisions, reduce risk, and drive growth. Data analytics enables businesses to identify trends, patterns, and correlations, and make predictions about future market conditions.

Overcoming Challenges and Barriers

While technology has the potential to enable agile business operations, there are also challenges and barriers to overcome. These include the need for cultural transformation, the development of new skills, and the management of cybersecurity risks. By addressing these challenges, organizations can unlock the full potential of technology and achieve agile business operations.

Cultural Transformation and Change Management

Cultural transformation and change management are critical components of agile business operations. By developing a culture of agility, innovation, and continuous learning, organizations can empower employees to experiment, take risks, and drive growth. Change management enables businesses to navigate the transition to agile operations, minimize disruption, and ensure a smooth transition.

Cybersecurity and Risk Management

Cybersecurity and risk management are essential for agile business operations. By leveraging advanced security technologies, such as AI-powered threat detection and blockchain, organizations can protect themselves from cyber threats, ensure data integrity, and maintain customer trust.

Conclusion

In conclusion, technology is enabling agile business operations, by facilitating digital transformation, enhancing collaboration and communication, driving innovation and growth, and overcoming challenges and barriers. By leveraging tech-enabled leadership strategies, organizations can achieve agility, adapt to changing market conditions, and stay ahead of the competition. As the business landscape continues to evolve, it is essential for organizations to prioritize agility, innovation, and customer-centricity, and to leverage technology to drive growth, profitability, and success.

Frequently Asked Questions (FAQs)

What is agile business operations?

Agile business operations refer to the ability of an organization to adapt quickly to changing market conditions, using technology, innovation, and customer-centricity to drive growth and profitability.

How can technology enable agile business operations?

Technology can enable agile business operations by facilitating digital transformation, enhancing collaboration and communication, driving innovation and growth, and overcoming challenges and barriers.

What are the benefits of agile business operations?

The benefits of agile business operations include improved responsiveness to changing market conditions, enhanced customer experience, increased innovation and growth, and improved profitability.

What are the challenges of implementing agile business operations?

The challenges of implementing agile business operations include cultural transformation, the development of new skills, and the management of cybersecurity risks.

How can organizations overcome the challenges of agile business operations?

Organizations can overcome the challenges of agile business operations by developing a culture of agility, innovation, and continuous learning, investing in employee development, and leveraging advanced security technologies to manage cybersecurity risks.

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Innovation and Technology

Trump’s Attack On Cybersecurity Expert Chris Krebs

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Trump’s Attack On Cybersecurity Expert Chris Krebs

Introduction to Chris Krebs and the 2020 Election

In the world of cybersecurity, where truth is paramount and trust is everything, silence can be louder than an alarm. Chris Krebs, former Director of the Cybersecurity and Infrastructure Security Agency (CISA), became a symbol of truth in cybersecurity after affirming the integrity of the 2020 election—and paying the price for it.

What Happened in 2020?

Krebs wasn’t acting as a partisan. He was Trump’s own appointee to lead CISA—the agency charged with protecting the nation’s critical infrastructure, including elections. In the run-up to the 2020 presidential election, Krebs and his team worked tirelessly with state and local election officials to safeguard systems against foreign interference and domestic cyber threats. When the votes were counted and no credible evidence of widespread fraud emerged—despite a tidal wave of disinformation—CISA issued a joint statement declaring the 2020 election “the most secure in American history.” Over 60 lawsuits attempting to challenge the results were dismissed across the country—primarily due to a complete lack of evidence to support the claims. Many of those decisions came from Republican-appointed judges. The facts were clear.

The Aftermath and Executive Order

For doing his job—and doing it well—Krebs was fired via tweet. And now, years later, he has been further targeted by an Executive Order that effectively seeks to blacklist him, his employer, and his professional associates. The message is unmistakable: disloyalty to the narrative will be punished. President Trump issued an executive order earlier this month accusing Chris Krebs—his former appointee and ex-director of the Cybersecurity and Infrastructure Security Agency—of abusing his authority during the 2020 election. The order directs the Department of Homeland Security and the Attorney General to investigate Krebs and discourage federal contracts with entities linked to him, specifically naming SentinelOne, the $5.6 billion cybersecurity firm where he served as chief intelligence and public policy officer.

Is the Executive Order Even Legal?

While opinions differ on the legality of the Executive Order, legal scholars warn that it sets a troubling precedent. At its core, it appears to punish a private citizen for protected speech, which violates the First Amendment. Krebs was fired from his role at CISA for publicly affirming that the 2020 election was secure—an assessment backed by dozens of court rulings and independent audits. Now, years later, he’s the subject of an order that calls for a federal investigation and labels him a “bad-faith actor” for doing his job.

The Cybersecurity Community’s Deafening Silence

While some leaders have spoken out, far too many in the cybersecurity community have remained silent—perhaps hoping to avoid attention, or unsure of how to respond. There are admittedly a few brave voices—like Katie Moussouris of Luta Security, cybersecurity journalist Brian Krebs (no relation to Chris Krebs), Richard Stiennon, chief research analyst with IT-Harvest, and a smattering of others. In general, however, the cybersecurity industry has largely stayed quiet. In fact, many sources refused to comment on the record for this story.

The Illusion of Safety Through Silence

We’ve seen this play out in other sectors. Columbia University has faced intense scrutiny and backlash not for what it said, but for what it failed to say—and the compromises it made to stay in the good graces of political power. Paul Weiss, once a symbol of legal prestige, has come under fire for pulling away from defending academic clients under political pressure. Contrast that with Harvard University, which has rejected demands from the Trump administration and publicly defended democratic norms. Or Perkins Coie, the law firm that continues to represent election officials and fight disinformation, even under threat.

Silence Equals Consent

It is standard in parliamentary procedure that silence gives consent. In other words, if nobody speaks up to object, the action or motion is considered approved. That same general philosophy applies to the world at large. History has shown that when institutions remain silent as others are targeted, it rarely stops with the first. Silence signals permission, not neutrality.

The Stakes Are Bigger Than One Person

This is not about left or right. It’s not about politics. It’s about whether we allow power to dictate truth, or whether we stand up to defend it—even when it’s hard. Especially when it’s hard. The cybersecurity industry has always portrayed itself as the vanguard—defenders of infrastructure, truth, and resilience. But right now, it’s at risk of becoming just another silent institution, hoping the monster it won’t name doesn’t notice it.

A Call to Speak

The industry has a choice to make. Speaking out now may feel risky, but staying silent could cost far more. This is a moment to lead—not just for one person, but for the principles that define the work cybersecurity professionals do. Too many in the industry have stayed quiet—now is the time to speak up.

Conclusion

The case of Chris Krebs and the subsequent executive order targeting him and his professional associates raises serious concerns about the state of truth and democracy in the cybersecurity industry. The industry’s silence in the face of these actions is deafening and risks normalizing retaliation against those who speak truth to power. It is time for the industry to reclaim its voice and stand up for the principles of truth, democracy, and freedom.

FAQs

  • Q: What happened to Chris Krebs after he affirmed the integrity of the 2020 election?
    A: Chris Krebs was fired via tweet by President Trump after affirming the integrity of the 2020 election.
  • Q: What is the Executive Order issued by President Trump, and what does it do?
    A: The Executive Order accuses Chris Krebs of abusing his authority during the 2020 election and directs the Department of Homeland Security and the Attorney General to investigate him and discourage federal contracts with entities linked to him.
  • Q: Is the Executive Order legal?
    A: The legality of the Executive Order is disputed, with some legal scholars warning that it sets a troubling precedent and violates the First Amendment.
  • Q: Why has the cybersecurity community remained largely silent on the issue?
    A: The cybersecurity community has remained largely silent, perhaps hoping to avoid attention or unsure of how to respond.
  • Q: What are the stakes of the industry’s silence?
    A: The industry’s silence risks normalizing retaliation against those who speak truth to power and undermines the principles of truth, democracy, and freedom that the industry is supposed to defend.
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Innovation and Technology

Measuring DEIA Success: Software Solutions for Tracking Progress

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Measuring DEIA Success: Software Solutions for Tracking Progress

Software and platforms for DEIA are revolutionizing the way organizations approach diversity, equity, inclusion, and accessibility. With the help of technology, companies can now track their progress, identify areas for improvement, and make data-driven decisions to create a more inclusive work environment. In this article, we will explore the importance of measuring DEIA success and the software solutions available to support this effort.

Why Measure DEIA Success?

Measuring DEIA success is crucial for organizations to understand the effectiveness of their diversity and inclusion initiatives. It helps to identify areas where the organization is excelling and areas that need improvement. By tracking progress, companies can make informed decisions about resource allocation and strategy development. Moreover, measuring DEIA success demonstrates an organization’s commitment to creating a diverse and inclusive work environment, which can improve employee engagement, retention, and overall business performance.

Benefits of Measuring DEIA Success

The benefits of measuring DEIA success are numerous. It allows organizations to create a baseline for future initiatives, track the impact of diversity and inclusion programs, and identify opportunities for growth and development. Additionally, measuring DEIA success helps to foster a culture of accountability and transparency, which is essential for building trust and credibility with employees, customers, and stakeholders.

Software Solutions for Tracking DEIA Progress

There are various software solutions available to help organizations track their DEIA progress. These solutions offer a range of features, including data analytics, survey tools, and reporting capabilities. Some popular software solutions include diversity and inclusion platforms, HR management systems, and survey and feedback tools.

Diversity and Inclusion Platforms

Diversity and inclusion platforms are designed specifically to support DEIA initiatives. These platforms offer features such as diversity and inclusion training, resource libraries, and community forums. They also provide analytics and reporting capabilities to help organizations track their progress and identify areas for improvement. Examples of diversity and inclusion platforms include Culture Amp, Diversity Lab, and Paradigm.

HR Management Systems

HR management systems are another type of software solution that can be used to track DEIA progress. These systems offer features such as employee data management, performance tracking, and reporting capabilities. They can also be used to manage diversity and inclusion initiatives, such as training programs and employee resource groups. Examples of HR management systems include Workday, BambooHR, and ADP.

Survey and Feedback Tools

Survey and feedback tools are essential for gathering data and insights on employee experiences and perceptions. These tools can be used to conduct regular surveys, gather feedback, and track employee engagement. Examples of survey and feedback tools include SurveyMonkey, Medallia, and 15Five.

Best Practices for Implementing DEIA Software Solutions

Implementing DEIA software solutions requires careful planning and execution. Here are some best practices to consider:

Define Clear Goals and Objectives

Before implementing a DEIA software solution, it’s essential to define clear goals and objectives. This includes identifying the specific metrics to be tracked, the frequency of data collection, and the stakeholders who will be involved in the process.

Choose the Right Software Solution

Choosing the right software solution is critical to the success of DEIA initiatives. Consider factors such as ease of use, scalability, and customization options when selecting a software solution.

Ensure Data Quality and Integrity

Data quality and integrity are essential for accurate tracking and analysis. Ensure that data is accurate, complete, and consistent, and that it is collected and stored in a secure and compliant manner.

Communicate with Stakeholders

Effective communication is critical to the success of DEIA initiatives. Communicate with stakeholders, including employees, managers, and executives, to ensure that everyone is aware of the goals, objectives, and progress of DEIA initiatives.

Overcoming Challenges and Limitations

Implementing DEIA software solutions can be challenging, and there are several limitations to consider. These include data quality issues, lack of stakeholder engagement, and limited resources.

Data Quality Issues

Data quality issues can be a significant challenge when implementing DEIA software solutions. Ensure that data is accurate, complete, and consistent, and that it is collected and stored in a secure and compliant manner.

Lack of Stakeholder Engagement

Lack of stakeholder engagement can be a significant limitation when implementing DEIA software solutions. Communicate with stakeholders, including employees, managers, and executives, to ensure that everyone is aware of the goals, objectives, and progress of DEIA initiatives.

Limited Resources

Limited resources can be a significant challenge when implementing DEIA software solutions. Consider factors such as budget, personnel, and technology infrastructure when selecting a software solution.

Conclusion

Measuring DEIA success is critical to creating a diverse and inclusive work environment. Software solutions can help organizations track their progress, identify areas for improvement, and make data-driven decisions. By following best practices and overcoming challenges and limitations, organizations can ensure the success of their DEIA initiatives and create a workplace culture that values diversity, equity, inclusion, and accessibility.

Frequently Asked Questions

Here are some frequently asked questions about measuring DEIA success and software solutions:

What is DEIA, and why is it important?

DEIA stands for diversity, equity, inclusion, and accessibility. It’s essential for creating a workplace culture that values and respects all employees, regardless of their background, identity, or ability.

How can software solutions help with DEIA initiatives?

Software solutions can help organizations track their progress, identify areas for improvement, and make data-driven decisions. They offer features such as data analytics, survey tools, and reporting capabilities.

What are some best practices for implementing DEIA software solutions?

Best practices include defining clear goals and objectives, choosing the right software solution, ensuring data quality and integrity, and communicating with stakeholders.

What are some common challenges and limitations when implementing DEIA software solutions?

Common challenges and limitations include data quality issues, lack of stakeholder engagement, and limited resources.

How can organizations overcome these challenges and limitations?

Organizations can overcome these challenges and limitations by ensuring data quality and integrity, communicating with stakeholders, and considering factors such as budget, personnel, and technology infrastructure when selecting a software solution.

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