SLG better than PLG?! What research says with Emilia Korczynska, Head of Marketing at Userpilot

Lessons In Product Management

On today’s episode, we have Emilia Kortrynska, Head of Marketing at UserPilot. In the discussion with Emilia, we talk about some incredibly interesting research that came out of UserPilot recently about how Sales Led Growth appears to beat Product Led Growth in many categories. Which to PLG evangelists like myself, really caught me off guard. But we discuss why quant data is only one piece of the story and why you need to balance quant with qual research and the benefits of research in general.

PLG vs SLG research data

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Outline:

0:00-0:53 - Episode Introduction

0:53-2:35 - Emilia’s Background and Intro

2:35-7:48 Emilia’s Role In Research for Userpilot

7:48-10:59 Marketing’s Role in User Research and PM Collaboration

10:59-13:00 Product-Led SEO

13:00-15:25 Research Feedback loop on usage and user segmentation

15:25-16:10 The fallacy of category creation in positioning

16:10-26:54 Sales Led vs Product Led Success Rates

26:54-30:07 How can we make research matter more at our company