PLG False Starts with Elena Verna (Dropbox)

Host Mario Araujo returns with another installment of our PLG False Starts series. Special guest Elena Verna, a leading B2B SaaS product-led growth advisor, joins us in this episode. In 2022, she served as the Interim Head of Growth at Amplitude, a data analytics company.   Elena walks us through Amplitude's ambitious attempt to integrate a self-serve monetization model with its existing sales-led approach. As she explores this story, she discusses the challenges and anxieties associated with this shift. Learn how Elena and her team pivoted from this failed experiment and gather valuable insights for your company’s benefit.  Key Takeaways:  [01:00] Introduction of Amplitude's growth history [06:35] Launching a pilot program for self-serve monetization [16:30] Pilot results [19:10] Value of the failed pilot  [22:55] Challenges in implementing self-serve [27:55] Ongoing pilot experiments and lessons [29:30] Managing expectations and gaining organizational buy-in About Elena Verna: Elena Verna is a prominent figure in B2B product-led growth and sales. As the current Interim Head of Growth at Dropbox, she's at the forefront of driving innovation and strategy in this ever-evolving field. Elena studies statistics and brings a data-driven approach to her work, making her a sought-after expert. Links: Elena Verna | LinkedIn Elena Verna website