In this How We Scaled This, Pete Giordano (Google, VMware) outlines how SaaS companies can pursue larger enterprise deals, navigate complex buying processes, and unlock new revenue potential by adding a sales-led motion to an existing PLG motion.
Pete breaks the process down into four key steps: mapping the buyer’s journey, which helps identify stakeholder roles and decision-making bottlenecks; mapping customer business value, ensuring the sales motion aligns with enterprise-level strategic goals; managing sales efficiency, including revisiting quotas, compensation, and financial metrics like CAC payback and LTV-to-CAC ratios; and aligning internal leaders, securing cross-functional buy-in for the shift.
The playbook provides a structured approach for PLG-first companies to layer in sales without losing the efficiency and scalability of their existing motion.