How to A/B test product-led growth in B2B SaaS

Fivetran, a data integration platform, shifted its sales-led strategy to a product-led approach to reduce costs and focus on high-complexity customers. The company A/B tested a new operating motion, which involved creating a cross-functional growth team with a growth mindset, establishing processes and rituals, using data to drive decisions, and removing sales from certain accounts. The experiment showed that the product-led cohort had higher conversion rates, but lower average revenue per account (ARPA). Despite this, the company still saw significant efficiency gains, which led to an evidence-based business decision to expand the product-led motion more broadly in its go-to-market strategy.

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