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Hila Qu is an Executive in Residence at Reforge as well as a renowned growth advisor, angel investor, and published author (her\xa0book about growth was named one of the top 10 business books of 2018 in China). Previously, she served as the Director of Growth at GitLab, where she implemented and scaled their PLG motion, and VP of Growth at Acorns, scaling them from 1 million to 5 million users. In today\u2019s episode, we discuss:

\u2022 The importance of having both a product-led and a sales-led motion for companies of all sizes

\u2022 A step-by-step process for implementing PLG

\u2022 Common pitfalls of layering on PLG

\u2022 How to audit your existing funnel

\u2022 Conversion, activation, and retention tactics

\u2022 Structuring your growth organization from day one, and as it scales

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Find the full transcript at: https://www.lennysnewsletter.com/p/the-ultimate-guide-to-adding-a-plg

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Where to find Hila Qu:

\u2022 Twitter: https://twitter.com/HilaQu

\u2022 LinkedIn: https://www.linkedin.com/in/hilaqu/

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Where to find Lenny:

\u2022 Newsletter: https://www.lennysnewsletter.com

\u2022 Twitter: https://twitter.com/lennysan

\u2022 LinkedIn: https://www.linkedin.com/in/lennyrachitsky/

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In this episode, we cover:

(00:00) Hila\u2019s background

(03:26) The outcome of writing guest posts for Lenny\u2019s Newsletter

(05:12) Why companies should have PLG and sales

(07:58) What PLG is and why it\u2019s so popular

(09:41) Zoom, an example of a PLG company

(11:24) Common pitfalls in adding a PLG motion

(16:06) The spectrum of when PLG makes sense

(20:04) What you need to be successful in a product-led growth strategy

(24:52) The first step to adding a PLG motion

(30:11) What GitLab does and how the sales funnel and PLG funnel work there

(34:07) Mapping out the funnel

(35:29) Finding leverage and other next steps

(38:24) What an aha moment is and conducting an audit

(47:30) Activation and conversion\xa0

(52:17) Why you should start with activation, and who is doing it well

(55:24) Retention, the messy part of the funnel

(1:00:34) How Hila made an impact on retention at Acorns

(1:03:03) The two buckets of data\xa0

(1:04:56) Tools for implementing a PLG motion

(1:08:47) The importance of data\xa0

(1:10:20) Tips to get started, and why you need to have good data first

(1:12:10) How to do a data audit

(1:15:04) Building a PLG team

(1:22:40) The core growth squad

(1:27:51) Lightning round

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Referenced:

\u2022 Hila\u2019s guest post on Lenny\u2019s Newsletter: https://www.lennysnewsletter.com/p/five-steps-to-starting-your-plg-motion

\u2022 Ravi Mehta on Lenny\u2019s Podcast: https://www.lennyspodcast.com/building-your-product-strategy-stack-ravi-mehta-tinder-facebook-tripadvisor-outpace/

\u2022 Amplitude: https://amplitude.com/

\u2022 GitLab: https://about.gitlab.com/

\u2022 Lauryn Isford on Lenny\u2019s Podcast: https://www.lennyspodcast.com/mastering-onboarding-lauryn-isford-head-of-growth-at-airtable/

\u2022 Acorns: https://signup.acorns.com/

\u2022 PostHog: https://posthog.com/

\u2022 Mixpanel: https://mixpanel.com/

\u2022 Pendo: https://go.pendo.io/

\u2022 Optimizely: https://www.optimizely.com/

\u2022 Eppo: https://www.geteppo.com/

\u2022 HubSpot: https://www.hubspot.com/

\u2022 Clearbit: https://clearbit.com/

\u2022 ZoomInfo: https://www.zoominfo.com/

\u2022 Endgame: https://www.endgame.io/

\u2022 Pocus: https://www.pocus.com/

\u2022 Pace: https://www.paceapp.com/

\u2022 Toplyne: https://www.toplyne.io/

\u2022 Crystal Widjaja on Lenny\u2019s Podcast: https://www.lennyspodcast.com/how-to-scrappily-hire-for-measure-and-unlock-growth-crystal-widjaja-gojek-and-kumu/

\u2022 Redshift: https://aws.amazon.com/redshift/

\u2022 The Almanack of Naval Ravikant: A Guide to Wealth and Happiness: https://www.amazon.com/Almanack-Naval-Ravikant-Wealth-Happiness-ebook/dp/B08FF8MTM6

\u2022 How Women Rise: https://www.amazon.com/How-Women-Rise-Habits-Holding/dp/1847942253/

\u2022 \u7845\u8c37\u589e\u957f\u9ed1\u5ba2\u5b9e\u6218\u7b14\u8bb0 (Hila\u2019s best-selling book on growth): https://www.amazon.com/dp/B07BZC8L78?ref_=cm_sw_r_cp_ud_dp_ND87BRFMB0CMWBEVB747

\u2022 The Wandering Earth II: https://wellgousa.com/films/wandering-earth-ii

\u2022 The Three-Body Problem: https://www.amazon.com/Three-Body-Problem-Cixin-Liu/dp/0765382032

\u2022 Lululemon yoga pants: https://shop.lululemon.com/c/women-pants/yoga/

\u2022 ChatGPT: https://chat.openai.com/chat

\u2022 Someday: https://www.amazon.com/Someday-Alison-McGhee/dp/1416928111

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Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.