About Growth Machines: Combining Product-Led Growth and Sales
Learn how to combine Product-Led Growth and Sales to grow a B2B business. We'll discuss case studies and talk with thought leaders in the PLG and growth community.
www.growthmachines.com (https://www.growthmachines.com?utm_medium=podcast)
How To Adjust Self-Serve When Moving Upmarket | Saravana Kumar, Kovai.co
On this episode of the Growth Machines podcast I sit down with Saravana Kumar, the founder of Kovai.co, to explore the journey of Document360, one of the products under the Kovai.co umbrella. We’ll discuss the strategies behind Document360's growth, the challenges of a crowded market, and the shift from PLG to assisted selling.
Saravana shares his unique perspective on the importance of understanding customer needs and the role of self-serve signups in reducing churn and improving retention. Learn how they target the right customers and why they chose to remove pricing from their website to focus on value-basedselling.
This episode is packed with actionable insights for anyone looking to navigate the complexities of scaling a SaaS business.
[00:00] Introduction: Meet Saravana Kumar and learn aboutDocument360
[05:15] The Journey: From a single product to amulti-product company
[10:30] Sales Strategy: Why assisted selling works forDocument360
[15:45] Market Challenges: Competing in a crowded space
[20:00] Customer Qualification: Targeting the rightcustomers
[25:30] Pricing Strategy: The decision to remove pricingfrom the website
[30:00] Future Outlook: Growing upmarket and beyond
17 Jul 2025
Combining Human- and Product-Led Onboarding | Ramli John, Delightpath
This episode I have the pleasure of talking with Ramli John,founder of Delight Path and author of "Product-led Onboarding." We discuss why companies today need to focus on a hybrid approach, combining product-led and human interaction for effective onboarding. It’s what led him to write his new book, "Eureka," and evolve his focus on scalable onboarding for high-growth B2B companies.
He emphasizes onboarding starts before product sign-up, involving cross-functional collaboration between sales, marketing, and product teams. And it’s important to define clear next steps and checklists to guide users and reduce feelings of being lost.
To explain the importance of this, Ramli links the concepts to real-life examples like one of CrossFit gym's onboarding process and others. Tune it to hear all about it.
02:00 - Beyond Product-Led Onboarding
08:00 - The Hybrid Approach
14:00 - Misconceptions in Onboarding
20:00 - Psychology in Onboarding
26:00 - Non-Software Onboarding Example
32:00 - Onboarding Mistakes to Avoid
10 Jul 2025
Using ABM to Create Handraisers | Constantinos Yenis, Holded
In this episode of the Growth Machines podcast I speak with Constantinos (Costas) Yenis, VP of Sales and Customer Success at Holded. Costas shares his unique career trajectory from a full-stack web developer to a sales leader in a growing SaaS company.
He discusses the importance of understanding customer pain points, the implementation of a product-led sales strategy, and the challenges of engaging non-hand raisers. Costas also highlights the significance of leveraging data for marketing strategies and improving lead qualification processes.
Chapters:
00:00 Introduction to Costas Yenis and Holded
03:03 Costas's Unique Sales Journey
05:51 Product-Led Growth and Sales Strategy
12:01 Engaging Hand Raisers and ConversionStrategies
17:52 Leveraging Data for Marketing andSales Optimization
Podcast Authority Score: 20 / 100
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