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Benjamin Lamson
PLG & PLS Expert | GTM Leader | 1x Exited Founder | 1x Exited GTM Leader
Benjamin Lamson is currently the Head of Paperspace Revenue at DigitalOcean. He has a strong background in product-led growth and sales strategy, having previously held leadership roles in various tech companies. His expertise includes driving go-to-market strategies and scaling revenue for tech products.
Professional Background::
- Current Role: Head of Paperspace Revenue at DigitalOcean.
- Previous Experience: Lamson has been involved in multiple startups and has a track record of successful exits, showcasing his ability to lead teams in dynamic environments.
Education::
- He is an alumnus of American University, where he developed foundational skills that have contributed to his career in technology and business development.
Lamson is known for his strategic thinking and ability to foster growth within organizations, particularly in tech-centric sectors. His LinkedIn profile reflects his commitment to product-led sales and demand generation strategies, indicating a focus on innovative approaches to revenue growth.
Highlights
I've spent the last 2 years building a hyper-efficient product-led sales motion at Paperspace. My biggest takeaway in my time here.... the #1 responsibility of a sales leader running a PLS motion isn't driving revenue....
It's protecting and managing your team's time. Why? Because:
✅ Revenue is a lagging indicator. ✅ Efficiency is the leading indicator.
I focus on data-driven decisions to guide our team:
🎯 Who to contact ⏰ When to reach out 💬 What messaging to use
Result? A nearly 50% win rate in new business and expansion opportunities. 🚀
As a PLS GTM leader, your role is to:
-Collaborate with product, marketing, and revops to incorporate your team into the user journey -Identify PQL signals to feed leads to your team -Deploy automation wherever possible to make the team more efficient.
👉 Your goal: Equip your team with data and tools for targeted, efficient actions. The more efficient your team is, the more revenue they'll drive.
Want to launch a product-led sales motion to complement your product-led growth motion? Here is a step-by-step guide 👇
📊 Step 1: Establish a Robust Data Warehouse To begin with, it's essential to have a comprehensive data warehouse. This is your command center for capturing and analyzing customer interactions with your product, marketing materials, and team. It’s where you’ll draw insights to fuel both your PLG and PLS strategies. There are many options out there, but I love BigQuery.
🗺️ Step 2: Map Out Your Customer Journey Detail every stage of the customer journey within your product. This map should include the key milestones and actions customers take, offering a clear view of their experience from initial engagement to advanced usage. I suggest using something like Miro as it's collaborative and user-friendly.
🔍 Step 3: Track All User Actions Implement event tracking (I prefer Segment) for every possible action a user can take in your product. This granular tracking allows you to understand customer behavior at a micro level, vital for personalizing your sales approach.
🌟 Step 4: Identify 'Aha' Moments Determine what your product's 'aha' moments are – these are the points where users realize the value of your product. Understanding these moments is crucial for timing your sales engagements effectively.
🔔 Step 5: Set Up Alerting Systems Once you've identified these 'aha' moments, set up an alerting system. This system should notify your team when a user reaches one of these critical points, signaling an opportunity for engagement. I’ve built in-house alerting and used platforms specifically designed for this. I've built in-house solutions and used a couple of different platforms for this. Currently we use Pocus, which has proven to be extremely impactful.
📞 Step 6: Empower Your Sales Reps Equip your sales reps with the data and tools they need to reach out to users. Their messaging should be highly tailored, based on specific product utilization patterns observed in the data. This approach ensures that sales interactions are relevant, helpful, and timely. For this we use a combination of Pocus and HubSpot templates.
🧪Bonus: Keep experimenting It’s important to never get complacent with your GTM motion, regardless of how successful it has proven to be. It’s important to keep experimenting and looking for new ways to increase efficiency and drive more revenue.
By following these steps, you can seamlessly add a Product-Led Sales motion to your existing Product-Led Growth strategy, creating a more cohesive and effective approach to customer engagement and conversion.
#PLG #PLS #SalesStrategy #DataDrivenSales #CustomerJourney #productledgrowth #productledsales
