Events

How do define PQLs for your product-led sales motion? 

Join us for a webinar and live workshop on defining PQLs on Wednesday, December 8 @ 11 am PST. We will walk through Pocus’ framework for defining & operationalizing PQLs and workshop real examples of PLG companies defining PQLs.

Want to workshop your PQL definition live?

Submit your company/product for the live workshop during registration - we'll choose 2-3 examples to workshop live with you! 

✅ How to identify and test your PQL definitions

✅ How to run your very own PQL workshop with your team

Define Product-Qualified Leads with the Pocus PQL Framework: Webinar + Live Workshop.

Join us for another installment of our webinar and live workshop on defining PQLs on Wednesday, January 18 @ 12 pm PST. We will walk through Pocus’ framework for defining & operationalizing PQLs and workshop real examples of PLG companies defining PQLs.

Fireside chat with Meka Asonye, Partner at First Round Capital on the state of Product-Led Sales in 2022. 

Join Meka Asonye, Partner at First Round Capital and Alexa Grabell, CEO at Pocus for a fireside chat on the state of Product-Led Sales. 

High-performing teams at the best PLG companies have been practitioners of Product-Led Sales (PLS) for a few years now, but education on the topic remains scarce. That’s why 

 teamed up to create the first-ever Product-Led Sales Benchmark Survey to learn how PLG companies structure, plan, and execute their sales strategy. 

In this fireside chat, Meka and Alexa will share insights from the PLS Benchmark report and dive into how they see PLS evolving and what GTM teams should be prioritizing in 2022.

*Data is from The 2021 Product-Led Sales Benchmark survey of 200+ PLG companies. 

PLS Benchmark Report launches on Jan 18. Get a copy early by signing up for  👉 the 

The State of Product-Led Sales

Want real GTM advice from people who have "been there, done that"?

Join us for the first installment of a new series where we gather a diverse panel of GTM leaders to discuss a hot topic. 

This month we're diving into Product-Qualified Leads with GTM leaders from Cypress, Reprise, and Grafana, all of whom have built and scaled their own PQL programs + processes. 

, former partnerships and GTM lead at DigitalOcean, and proud PQL proponent. 

. She brings over 20 years of experience and has held marketing executive and leadership roles at companies like HubSpot, Bizible (acquired by Marketo during her tenure), Madison Logic, and Amazon.

 where he's responsible for product-led growth. Prior to Grafana, David led Growth and Product Marketing at DigitalOcean, one of the world's largest cloud providers. 

Come ask the experts your burning 🔥 questions about building PQLs and operationalizing them in your GTM motion + tools. 

Real GTM advice: Product-Qualified Leads (with the experts)

Product-Led Sales AMAs are for YOU to become a better PLS leader and learn how others have tackled similar problems. This is a very low-key, casual opportunity to ask all of your burning PLS questions.

Note: This event is for PLS community members, DM Alexa or Sandy if you want to invite a +1

Test

Join us for another Product-Led Sales AMA! 

Note: This event is for PLS community members, however, we're opening up this AMA to nonmembers

Julie is the Head of Analytics and Colin is Head of Demand Generation at Clearbit and we're so excited to have them on to talk about Clearbit's lead qualification system. Julie built the system and Colin oversees the overall operationalizing of it in a GTM motion so they are both sure to be a wealth of knowledge on the subject.

Want access to future AMAs? Request an invite to Pocus' Product-Led Sales Community 👉 

Product-Led Sales AMA: Clearbit

Founder of Not Boring a community of 100,000 + subscribers from the Not Boring newsletter and podcast. Packy has the inside scoop on how to build a high-growth online community. We'll be talking about all things community, building your personal/company brand, and he'll enlighten us all on what the deal is with Web3. 

Product-Led Sales AMA: Packy McCormick (Not Boring)

. when he joined Notion three years ago when the team was 10 people and has since grown to millions of users and community members. 

Product-Led Sales AMA: Ben lang (Notion)

 is currently Global Director of Sales at ClickUp. Working for high-growth unicorns is nothing new for Kenneth. He's been an early employee at 3 unicorns helping those early teams build a business and GTM strategy. Prior to ClickUp, Kenneth held senior enterprise sales roles at Goodera, App Annie, and Yammer. 

Product-Led Sales AMA: Kenneth Vincent (ClickUp)

Julia is a Sales executive who started out as a developer. Not a typical path, but she led every client team under the sun before finally coming to terms that she belonged on the dark side. Luckily for her, selling deeply technical products and services required knowledge and passion for it which she had, and the ability to turn sales on its head. Figuring out the Product Led Growth and Sales motion for Sourcegraph (a unicorn dev tools company) from scratch way before there was even a name for what she was doing, she's delighted to share her experience on how to sell without selling, when to follow a playbook vs create your own, and everything else that it takes to create and deliver a repeatable sales motion now that the game has changed.

Product-Led Sales AMA: Julia Gilinets (Codesee)

 focuses on Product-led Growth and Adoption at Asana where she optimizes the customer experience across the funnel. She's currently incubating a new team building workflow automation products as a Product Manager. Prior to Asana, MayC was an early-stage venture capital investor at CRV, investing in startups in the B2B SaaS space primarily in data infrastructure, automation, and developer tools. 

 is currently the Hybrid GTM Lead at Asana where he focuses on driving optimizations and efficiencies with the combination of PLG and SLG motions to ensure a seamless customer growth path. He oversees our inbound pipeline for Asana's sales teams and revenue in the smallest segment (VSB, 1-99 employees).

Product-Led Sales AMA: MayC Huang and Robert Jones (Asana)

Join us for the next installment of a new series where we gather a diverse panel of GTM leaders to discuss a hot topic. 

This month we're diving into the topic of moving from a sales-led to product-led GTM motion with experts from Guru, Vidyard, and DevRev, all of whom have made the transition or are currently making the shift and can share what they have learned.

Senior Director of Product-Led Sales at Guru, author of bestselling Just F*ing Demo!, and early champion of all things Product-Led Sales. 

With over 8+ years of B2B SaaS Marketing experience, Karishma now leads Growth Marketing initiatives at Vidyard.

is currently Head of Growth at DevRev but prior to his new role he helped Nutanix transform their sales-led business to PLG as VP Product and Solutions Marketing. 

Come ask the experts your burning 🔥 questions about how to start the process of moving from sales-led to product-led, how to get buy-in, measuring success, and more...

Moving from Sales-Led to Product-Led  Panel

 — Chief Revenue Officer at Sentry, former Head of SMB Sales at Atlassian, and expert at scaling go-to-market teams and infrastructure at product-led companies.

Product-Led Sales (PLS) AMA: Chris De Vylder (Sentry)

 is co-founder and CEO of Scratchpad, the pioneer of the Revenue Team Workspace. Prior to Scratchpad, Pouyan was co-founder and CEO of PersistIQ, the complete outbound platform engineered from the ground up for sales. A successful serial entrepreneur, Pouyan is passionate about creating delightful user experiences and products that impact how people and teams work, especially in sales.

Product-Led Sales (PLS) AMA: Pouyan Salehi (Scratchpad)

 is a marketing and sales operations leader at Unito, where he spearheads revenue operations best practices.

Product-Led Sales (PLS) AMA: Mathias Saint-Jean (Unito)

, is currently Head of Growth at Airtable with experience running growth initiatives at some of the most recognizable brands like Facebook, Blue Bottle, and Dropbox. 

Product-Led Sales (PLS) AMA: Lauryn Isford (Airtable)

This month we're diving into the topic of 

This month we're lucky to have three incredible community leaders who have helped build and scale three beloved communities. 

Anna Filippova - Director, Community & Data at dbt

Anna Filippova tends to the dbt Community Garden of over 25,000 at dbt Labs as the Director of Community. Prior to dbt Labs, Anna built the first Analytics Engineering team at GitHub. Today, she writes about the intersection of modern data tools and open source in the Analytics Engineering Roundup.

Nisha Baxi is the Director of Community at Gong and former Head of Marketing and founding team member of Monte Carlo Data. She has had the pleasure of growing a prominent Silicon Valley entrepreneurship community organization to 15K members, built programs and frameworks at Microsoft, Salesforce, and Facebook that are still used today continuing to drive adoption and fostering loyalty. 

Lena Vu Sawyer - Head of Community at Replit

Lena Vu Sawyer is the Head of Community at 

where her goal is to empower all people to make their mark on our digital world. Outside of work, she is an artist, cyclist, and science fiction, enthusiast.

Come ask the experts your burning 🔥 questions about building an engaged SaaS community like should you even start one? What type of community should you build? How do you measure success? 

Real GTM Advice: Building Community

 currently leads the AE organization at Retool. She has always had a passion for building new GTM functions at early-stage companies that solve technical problems. She led Operations, Customer Success, Renewals, and new business Sales teams at both Clever at Segment.

Product-Led Sales (PLS) AMA: Eleanor Dorfman (Retool)

Join us for monthly product office hours! 

We're shipping a ton of features each month and onboarding new customers every week. New to Pocus? Join office hours to learn how to get started. Been here a while? Learn about new features or troubleshoot with us live. 

Monthly Office Hours are your chance to… 

Pocus Office Hours

Ben is a proven leader in disruptive technology markets across Cloud, Big Data, Open Source and Security. 

He's got Over 20 years of experience building high growth sales teams and business units within several market leading technology companies.

ngrok is the most popular platform for developing web hooks, bots, testing on mobile devices, remote access to your raspberry pi and a lot more.

Product-Led Sales (PLS) AMA: Ben Sabrin (Ngrok)

, where he coaches, advises, and makes digital products for the PLG community. Before starting DV, Andrew was the head of growth at Postscript, Director of Growth at Wistia, and was a Principle Consultant at HubSpot before that.

Product-Led Sales (PLS) AMA: Andrew Capland (Delivering Value)

 is the President at Pitch, where he leads the company’s go-to-market efforts. 

Prior to joining Pitch, Nick led CircleCI’s international expansion, building out operations as EMEA General Manager and a member of the global executive team. He led CircleCI’s regional business through rapid growth, with paid customers in 68 EMEA countries, including many of the most innovative software companies in the region. 

Nick has previously led teams at Stripe, Facebook, and Microsoft, and built a number of earlier-stage startups through to successful exits. He also loves helping founders and startups take their first steps on their own journeys as an early-stage investor, non-exec, and board advisor.

Product-Led Sales (PLS) AMA: Nicholas Mills (Pitch)

Patrick is co-founder and CEO of Orbit, the leading community growth platform. Orbit enables teams to grow and measure their community across any platform. By gathering details of all community interactions in one place, Orbit delivers insight into the individuals and organizations and their relationship with your company.

In the past, Patrick has led customer success teams at Keen IO and Figure Eight and has worked with business leaders from some of the world’s fastest growing businesses to leverage the power of community. He’s the co-creator of the Orbit Model, host of the Developer Love podcast, and is the author of the Brand Strategy Canvas (Apress). He lives in San Francisco and is an avid fencer.

🔮 Patrick's 3 part definition of Community

🔮 Getting started: Community discovery and positioning

🔮 Tying in community with sales as part of your GTM function

 framework for calculating community health: gravity, love, and reach

Product-Led Sales (PLS) AMA: Patrick Woods (Orbit)

Come hang out, network, and enjoy drinks and apps while talking about all things PLS! 

Pocus and First Round Capital are hosting a Product-Led Sales meetup in NYC featuring a panel discussion moderated by Pocus CEO, Alexa along with sales leaders Aaron Geller, Aaron Bartel, and Ryan Libster.

Besides bonding over drinks, and apps — they’ll be discussing:

👉 Early sales at Dropbox and Slack, how to build that process out from scratch

👉 Product signals that indicate it’s time to layer sales on top of your PLG motion

👉 Operationalizing data with sales teams

 is VP of Sales and Customer Success at Quicknode, former Director of Sales at 

, partnerships and GTM lead at DigitalOcean, and proud PQL proponent. 

 has been working in sales and sales leadership in PLG companies for the past decade, initially at Dropbox and more recently Hopin. He joined Dropbox before the launch of Dropbox Business, seeing the entire lifecycle of the enterprise file sync and share market from early adopters to market maturity.

 leads a division of the sales team at Stripe that works with enterprise customers. Previously he spent four years at Slack as their first enterprise account executive on the East Coast, opening its New York office. After closing some of its most strategic deals, he was tapped to build a mid-market team for the Mid-Atlantic region. He was also an early member of the sales team at Dropbox, where he was the founding account executive of a global media vertical.

*COVID vaccine or negative COVID test required to attend

Product-Led Sales Meetup: NYC

 is the Senior Vice President of Sales, Partnerships and Customer Success at 

As a Go-to-market executive she focuses on revenue/sales, rev ops, partnerships, marketing, customer acquisition, customer experience, execution, strategy & operations, and team development.

🔮The case for running both Product-Led and Sales-Led GTM motions

🔮The early days at Hubspot: why and how they pivoted to PLG by adding freemium models

🔮The role of partnerships in scaling PLS at both 

And any other questions you've got on running PLS and PLG models, from tactical to strategic, we've got you covered.

Product-Led Sales (PLS) AMA: Kim Walsh (Apollo.io)

Our first AMA of the year is with Kyle Poyar, Operating Partner at OpenView, SaaS pricing wizard, and all around PLG expert!

We partnered with Kyle and the folks at OpenView on our second annual Product-Led Sales Benchmark survey. Kyle's joining us to dissect the survey results, share his SaaS trend predictions for 2023, and answer your burning questions about all things growth. 

, the expansion stage VC. He helps OpenView’s portfolio companies fuel growth and become market leaders.

In his past life, Kyle was a Director at Simon-Kucher & Partners, the leading consulting firm specializing in monetization. When he's not writing about growth for his 

, you can find him playing tennis 🎾, cooking Mediterranean food 🍳, hiking 🥾, attempting to finish a Barry’s workout 💪, or hanging out in Boston.

Product-Led Sales (PLS) AMA: Kyle Poyar (OpenView)

Product-Led Sales (PLS) AMA: Gaurav Vohra

If you haven't read the MKT1 newsletter you are missing out on the best marketing advice for high-growth SaaS companies. 

We talk a lot about sales in the PLS community (for obvious reasons) but PLS can't exist without a partnership with marketing. 

In this AMA, we'll chat with Emily Kramer, she's built and scaled the GTMs of well-known PLG and PLS brands like Asana and Carta, and now helps marketers with her 

, where she helps founders and marketing leaders build high-growth B2B companies through investment and advising. Prior to founding MKT1 she built and scaled marketing teams at Asana, Carta, Ticketfly, and Astro (acquired by Slack). 

Product-Led Sales (PLS) AMA: Emily Kramer

David Barron, Global Director of Sales at HubSpot, loves bringing new projects, teams, and products into existence. After moving from Sales to Product and now back to Sales - he's building the future of HubSpot's sales organization.

Dave joined HubSpot eight years ago as the early GTM hire for HubSpot Sales Hub, the company’s first PLG product. His team scaled Sales Hub’s revenue from <$1M to $25M annual recurring revenue (ARR) in two and a half years!

 pricing and packaging, sales comp, team structure, tech stack, setting the right goals (NDR+ARR)

: freemium value offerings, moving upmarket, increasing top-of-funnel acquisition

: sales team coaching and driving the right behaviors with proper incentives

Product-Led Sales (PLS) AMA: David Barron

During his eight years at Superhuman, Gaurav has led Growth, Product, Marketing, and Analytics. As Head of Growth he led a team of 35 across GTM and grew revenue from $0 to $10M+. While leading Product and Marketing he grew team revenue >300% year over year. As Head of Analytics he built a data science team supporting the full company. Gaurav is now advising startups on all aspects of growth.

🔮 Superhuman’s formula to measure leading indicators of PMF🔮 Tactical and strategic advice to move upmarket from B2C to B2B

🔮 The strategy behind Superhuman’s human-led approach to onboarding as a PLG company

Plus, any other growth questions you might have.

 (Director of Commercial Sales at Loom), and 

 (Angel investor & Advisor) as they share their experience along with the frameworks they have developed leading GTM teams at best-in-class PLG companies. 

The panel will be moderated by Pocus CEO and Co-Founder, 

🔮How to implement a hybrid GTM motion from 0 to 1 (balancing PLG, SLG, and PLS)

🔮Challenges on the path to Product-Led Sales maturity

🔮Proven playbooks to accelerate revenue

🔮Measuring and optimizing PLG performance

ps. Stay until the end for a super sneak peek into some exciting new Pocus features (coming soon)!

Beyond Acquisition: Crafting your Product-Led GTM (from scratch)

Andrea, Growth Product Lead at Amplitude, is leading the company's efforts to scale its product-led growth (PLG) motion.

Amplitude's go-to-market strategy is a hybrid Product-Led Sales (PLS) motion that balances a mix of product-led and sales-led efforts.

🔮 Going from sales-led to PLS: org design, objectives, and success metrics

🔮 Balancing upmarket and product-led motions 

 is currently Growth Product Lead at Amplitude and an active angel investor. Previously she was very early at Lime (series A-D) and co-founded Lizard Institute, a summer incubator in China focused on creativity and leadership. As an angel investor, she invests in pre-seed, seed consumer, and enterprise software startups (including Pocus). She graduated from Stanford with a B.A. in Economics and M.S. in Management Science and Engineering. 

Unlocking Revenue: Andrea Wang (Amplitude)

You have raving fans who love your product…. Now what? 

, will be sharing her tips on how to turn those fans into repeatable revenue growth with a Product-Led Sales (PLS) motion.

Join us to learn about the experimentation process that will set you up for success, the shift from traditional marketing and sales, and more.

Jennifer is Co-founder and CEO at Scribe, a productivity tool that helps teams turn any process into a step-by-step guide.

She's a self-described process queen and former consultant at McKinsey & Company and Greylock Partners. Jennifer has a BA from Princeton in Economics and Finance and an MBA from Harvard.

Unlocking Revenue: Jennifer Smith (Scribe)

Join Adam Carr (Head of Global Sales at Miro) and Alexa Grabell (CEO of Pocus) as they dive into product-led GTM strategy and how Miro uses Pocus to accelerate revenue from their self-serve pipeline. 

If you're curious about how the Pocus platform works - this is the perfect chance to see it out in the real world! Adam will get into the details of how Miro's sales team has leveraged Pocus features to run their PLS motion:

Plus, Alexa will be previewing some exciting new features of Pocus' Revenue Data Platform:

Miro, the favorite "online whiteboard" for remote and in-person teams alike, is a visual platform that enables teams to connect, collaborate, and create. 

Pocus is a Revenue Data Platform that makes it easy for go-to-market teams to analyze, visualize, and action data about their prospects and customers without needing engineers.

Miro's guide to scaling Product-Led Sales

RevOps teams are the strategic owners of metrics, routing, and lead definitions across the entire customer journey. They play a crucial role in orchestrating the moving parts that make up a PLS motion.

In this session of Unlocking Revenue, Peter Ikladious will be diving into frameworks for RevOps teams and leadership to optimize product-led go-to-market. 

 is a product-led growth pioneer who has been championing PLG for the past decade. As Co-Founder and Partner of Unlocking Growth - a consulting and training business specializing in product-led transformation - he has had tremendous success in helping organizations around the globe to unlock their revenue potential.

AMA with Peter Ikladious (Unlocking Growth)

In this AMA Alexa Grabell (CEO, Pocus) and Ben Williams (Avisor, PLGeek) will be diving into the science behind activation and retention in PLG.

🔮 Identifying product signals for revenue teams 

advises B2B SaaS companies to help them create sustainable, defensible growth.

He's a self-confessed geek around all things PLG, product management and leadership, product and growth org structure, loop-based growth strategy and execution. 🤓

Ben is an expert in implementing PLG across acquisition, retention, and monetization levers. Prior to advising, Ben most recently led product and growth teams at Snyk and CloudBees.

Unlocking Revenue: Ben Williams (PLGeek)

Join the PLS Community in Boston for a casual happy hour at The Lexington Roof Deck and Bar. 

Sign up for apps, drinks, PLS insights, and a good time! 

PLS Happy Hour - Boston

Are you building up a Product-Led Sales motion from scratch?

Or, are you looking to make big changes to your sales motion with product-usage data? 

And any other questions you may have around PLS! 

Unlocking Revenue: Mercy Bell (Webflow)

As VP of Revenue at Paperspace, Ben Lamson re-built the sales org from scratch! In a year his team:

- Had a win rate of over 45% for new business opportunities 

- CS-led customers' ARPA increased 100x vs. self-service customers 

💡 Replaced traditional sales with customer success

💡 Combined CS + Support functions under the same umbrella

💡 New signup segmentation based on use-case + customer fit

Join us to learn Ben's tips and recommendations to refine lead segmentation with usage data, define actions and ownership based on intent, and his "anti-PQL" playbook to cover gaps in the product for their ideal customers.

Ben has been leading sales and revenue teams for over a decade at companies like WeDidIt (acq), Allegiance Group, Paperspace, and most recently DigitalOcean — Paperspace was acquired by DigitalOcean, Ben is currently Director of Paperspace Revenue.  

Unlocking Revenue: Ben Lamson (Paperspace)

Namrata is Head of Revenue Strategy and Operations at Notion.

 Before that, she led monetization and revenue teams at Slack and LinkedIn. She's a seasoned Strategy and Operations executive with a software engineering background. Namrata is an expert on GTM strategy, operations, enablement, and business technology functions.

Unlocking Revenue - Namrata Ram (Notion)

, will lead a panel discussion with AI experts: 

They’ll dive into tactical topics like training and enablement to take advantage of AI and how to help users unlock the full value of new AI features. 

🔮 How GTM leaders should be enabling their teams with AI

🔮 Advice for founders on AI features on the roadmap

They’ll also dig into more existential questions like what the future looks like in 10 years and their takes on risks and regulations.

 is currently the Head of Operations and Partnerships at Runway, an applied AI research company pioneering advances in creativity with artificial intelligence. She was previously with Airbnb, helping to launch and scale Experiences, and also Soros Fund Management. She is also a Venture Partner at AirAngels, an early stage venture capital fund investing in generational companies. 

 is an early stage investor at Amplify Partners. She’s particularly interested in data infrastructure, developer tools, and artificial intelligence. Her background before investing was as a data scientist for most of her career, including at large companies like Facebook and eBay, and smaller stints like for Beyonce's digital team. She then worked in product and metadata management at dbt Labs, a fast-growing data infrastructure company. She has a B.A. from Harvard University in Applied Mathematics and an MBA from Stanford Graduate School of Business.

 is the CEO and Co-Founder of Tome, a storytelling tool that uses generative AI models like GPT-4 and Dall-E-2. He has a B.S. in Nanotechnology Engineering from the University of Waterloo. Prior to founding Tome, Keith built products at Facebook (including Instagram and Oculus), before becoming an entrepreneur-in-residence at the venture firm Greylock. As of March of this year, Tome has 3 million users and is valued at $300 million.

 is the Founder and CEO of Ascend AI, an upskilling and career-transitioning platform that helps companies increase employee retention and satisfaction through personalized career growth opportunities for each employee.  Ascend AI empowers employees to take control of their career trajectory and helps leaders foster a culture of growth and development within the organization. Caitlyn’s background includes founding the sales team at 

 where she built a revolutionary sales-assist motion on top of their PLG model, leveraging AI for hyper-personalization and scalability. She also consults on GTM at Pre-Seed to Series A start-ups by building AI-based sales motions to accelerate growth potential. 

AI panel: Tome, Runway, and Amplify

Join us for drinks, bowling, and a good time.