DiscoverLenny's Podcast: Product | Growth | CareerThe ultimate guide to product-led sales | Elena Verna
The ultimate guide to product-led sales | Elena Verna

The ultimate guide to product-led sales | Elena Verna

Update: 2023-04-23


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Elena Verna is a leading growth expert with over 15 years of experience in tech. She was SVP of Growth at SurveyMonkey and interim CMO at Miro, where she built high-performing teams that drove significant growth. She recently served as interim Head of Growth at Amplitude and currently advises and is a board member for early-stage startups. In today’s podcast, we discuss:

• What product-led sales is

• How product-led sales differs from product-led growth

• Unpacking common acronyms: PQAs, PQs, PQLs, and MQLs

• When and how to consider investing in PLS

• Metrics for identifying qualified accounts

• The team, data, and tooling required for implementing PLS

• Common pitfalls to avoid when adding PLS

Find the full transcript at:

Where to find Elena Verna:

• LinkedIn:

• Twitter:

• Newsletter:

Where to find Lenny:

• Newsletter:

• Twitter:

• LinkedIn:

In this episode, we cover:

(00:00 ) Elena’s background and what she’s doing now

(07:13 ) Product-led sales (PLS) vs. product-led growth (PLG)

(12:47 ) How sales solutions can be applied to enterprise-level problems

(15:06 ) Defining enterprise-level problems 

(17:51 ) How product-led companies start with PLS

(20:30 ) When to add sales

(22:36 ) Two ways to get to PLS

(24:27 ) Why every sales-led-growth company needs to add PLG

(26:50 ) Two ways you can own revenue

(28:37 ) PQAs, PQs, PQLs, and MQLs

(37:17 ) How to get started adding PLS

(42:01 ) Metrics to identify PQAs

(47:00 ) Why sales should be carefully applied 

(49:07 ) Systems, infrastructure, and tooling

(50:59 ) The people and resources required for PLS

(53:42 ) Why you should have a clear ROI for every new hire

(55:05 ) Why product needs to be accountable for monetization with PLS

(59:57 ) Revenue-based goals product teams should have

(1:06:28 ) Common pitfalls startups run into when implementing PLS

(1:09:15 ) Benchmarks and the amount of time needed for implementing enterprise solutions

(1:12:04 ) Using onboarding to profile users

(1:13:08 ) Will AI be the next sales movement?


• Elena’s previous episode on Lenny’s Podcast:

• Miro:

• Figma:

• Elena’s PLS funnel diagram:

• Elena’s memes:

• Mixpanel Signal reports:

• Amplitude Compass chart:

• Looker:

• Tableau:

• Salesforce:

• HubSpot:

• Marketo:

• Waitlist for PLG course on Reforge:

Production and marketing by For inquiries about sponsoring the podcast, email

Lenny may be an investor in the companies discussed.

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The ultimate guide to product-led sales | Elena Verna

The ultimate guide to product-led sales | Elena Verna

Elena Verna and Lenny Rachitsky