Partho Ghosh: The hardest parts about transitioning to product-led

Partho Ghosh, the Senior Director of Product Growth at Hootsuite, discusses the evolution of product-led growth (PLG) strategies throughout his career and their implementation at Hootsuite. Initially sales-led, Hootsuite shifted towards PLG during the pandemic, balancing sales and product-led approaches, which resulted in significant growth. This transition involved creating distinct funnels for customer acquisition, enhancing the customer onboarding experience, and using product analytics, such as Mixpanel, to identify key "aha" moments for users and streamline their journey. Ghosh emphasizes the importance of data-driven decision-making, asserting that PLG requires validating market-wide demand rather than catering solely to top customers. Overcoming internal resistance, especially from sales teams, and fostering a data-centric culture across various departments, including product management and marketing, have been crucial in successfully integrating PLG at Hootsuite.