Product-led growth is a strategy in which product usage serves as the primary driver of user acquisition, expansion, and retention. Today's fastest growing companies rely on their product and their understanding of its usage - to improve growth and retention. What does it take to become a product-led company? We'll share how the product team @Clarizen transforms itself to be growth focused, as we launch two new products to the market.

1. POWERING THE
BUSINESS
Product-Led Growth - Why and How
Inbar Shaham
Sr. Product Manager, Clarizen

2. Why Change?
Growth curve:
Brian Balfour, Reforge
LAUNCH
“We just need a bigger
launch with more press”
INITIAL SPIKE
“It’s working! I think”
ADD FEATURES
“We just need to add more
features that users want”
GROWTH
FLATTENS
“Why did we stop
growing?”
The Product Death Cycle

3. What is Product-Led Growth?
A strategy that puts the product front and center when it comes
to how a company acquires, expands and retains customers.
When product usage serves as the primary driver of user
acquisition, expansion, and retention.
Sales
Marketing
Training
Professional services

4. Product Principles
1. Target users rather than buyers
2. Time To Value realized in minutes
3. Easy to learn
4. Built-in acquisition & retention loops

5. ...But we’re in Enterprise...
B2C
- Massive number of customers
- Self service
Enterprise B2B
- Limited number of customers
- Muscular sales organizations

6. Enterprise Software Success Formula
● Consumer-grade product
● Leverage virality among individual users to grow
personal & professional adoption @ low cost
● Enterprise-grade platform and ecosystem
● Product-driven customer acquisition + strong &
sticky business model
Internet Trends 2018 report (Mary Meeker / Kleiner Perkins)

7. Modern Solutions: Enterprise-Grade + Consumer-Grade
Stewart Butterfield,
Slack Founder / CEO
(2013)Internet Trends 2018 report

8. Our first steps:

9. 1. Define a North Star Metric
The North Star Metric is the single metric that best
captures and quantifies the core value that the
product delivers to customers

10. 1. Define a North Star Metric
More users
More tasks per user
More changes per
week
Our key value prop: Getting work done
North star metric: Weekly number of
tasks that have changed status

11. 2. Understand the Critical Path to Value
1. Sign up & Create account
2. Create a Workspace
3. Add tasks to backlog
4. Create a board
5. Make progress by moving tasks on the
board
North star
metric

12. 3. Optimize Critical Path → Decrease Time to Value
1. Sign up & Create account
2. Create a Workspace
3. Add tasks to backlog
4. Create a board
5. Make progress by moving tasks on the
board
SSO
Clarified call to action
Explanatory animation
Eliminated this step
Auto-add to account
Fogg Behavior Model

13. 4. Built-in Acquisition & Retention Loops
Retention Loops
Acquisition Loops
PR Webinars SEO
Peer Change
Progra
mmatic
Viral... ...
...

14. 4. Built-in Acquisition & Retention Loops
Sense of control,
get things done
Invites
Mentions
Know what’s
next
Plan new
work
Click to view
a task
Sign up and
join a project
Understand
our status
Add tasks Assign to
others
Know what I
need to do
Help others
Provide input
Invite others
Email
notifications
Find a problem
The Hook Canvas (Nir Eyal)

15. 5. Actionable Analytics (Aptrinsic)
● Gain greater visibility to usage
○ Product usage analytics with built-in feature instrumentation tool
○ Auto-tracks every user and account events (zero-coding)
● More informed roadmap decisions and prioritization
○ Built-in Feature/Module usage, Retention analysis and funnels with ability to slice & dice
○ Any cohort can be used to trigger user engagement
● Actionable: ability to trigger real-time in-app experiences driven by usage:
○ Onboarding
○ Release announcements
○ Targeted walkthroughs
○ Customer Effort Score (CES) and Net Promoter Score (NPS)

16. Next steps
We’re just starting…
1. Launch the product :-)
2. Measure; fix the holes; and repeat
3. Have fun!

17. CREATE A WORLD WHERE WORK IS