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Welcome back to my almost-weekly newsletter (now on Thursdays) where I share data and examples to help you study B2B sales and marketing.*
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For 11 months I’ve been writing about *other* B2B hiring.
Today I’m hiring too.
:)
Preparing to grow our small team (just Andrew, Lauren, and me today), I've been reading a lot of JDs and digging into our hiring data.
One question I've been exploring for months:
*How do the top PLG companies look different than other B2B companies?*
On the surface, we see a few marketing role categories that PLG companies favor -- Growth, Community, MOps.
We also see lower concentration of sales roles, but know that most PLG companies will eventually build a sales team.
But more interesting differences come below the job titles:
* We've talked about how SDRs might look different along with Kyle at OpenView.
* I've started to notice many examples of centralized Marketing Ops in PLG.
* And, I'm starting to get curious about Growth and Demand Gen dynamics...
I previously thought that Growth = product-led and Demand Gen = sales-led.
This doesn't hold true when looking closer.
The reality is that many have BOTH (either operating within the *same* motion or as two *parallel* go-t0-market motions).
This comes out across roles and *within* roles.
For example, check out the responsibilities in Productboard's Head of Revenue Marketing JD:
While many traditional B2B companies will "bolt on" a GTM motion, top PLG companies have distribution in their DNA.
They have a cohesive strategy that allows them to add activities within a mutually reinforcing system.
Not every company can go PLG, but I think this dynamic makes PLG companies the most interesting modern go-to-market case studies.
In crafting my own JDs, I'm using these companies as my role models.
*What other differences do you see in the details?*
I read all replies.
Best,
Adam