How do you decide between a product-led and sales-led growth motion for a B2B SaaS product?
The decision hinges on the complexity of the value proposition, the buyer vs. user distinction, and the ACV. PLG works when the end user can experience value in a self-serve trial before procurement gets involved and when ACV is low enough that the cost of a sales-assisted motion exceeds the revenue. Sales-led is typically necessary when the buying committee is large, when integrations require IT sign-off, or when the product cannot demonstrate value without significant configuration. Most growth-stage B2B SaaS companies actually need a hybrid: PLG-qualified leads that are handed to sales at a defined expansion threshold. I help teams instrument that handoff and build the product surfaces that make it work.
What is your approach to reducing churn in a B2B SaaS product?
Churn is almost always a product problem masquerading as a customer success problem. I start with activation — most churn is determined in the first 30 days, not at renewal. I audit the onboarding funnel for the moments where users fail to reach the "aha" moment, redesign those flows, and instrument them properly so the team can measure impact. For existing churners, I run cohort analysis to identify the leading indicators — which features correlate with retained accounts, and which behaviours precede cancellation. The output is a prioritised retention roadmap, not just a list of CS interventions.
How do you manage integrations as a product surface in B2B SaaS?
Integrations are often the highest-leverage unbuilt feature in a B2B SaaS product. I treat the integration ecosystem as a product in its own right: I map the integration-driven revenue, define a tiered integration strategy (native, embedded iPaaS, webhook/API), and work with engineering to build an integration layer that scales without becoming a maintenance burden. For enterprise deals, integrations are often gate items — I prioritise the integrations that unlock the most ARR and sequence them against engineering capacity realistically.
Can you help a B2B SaaS company add AI features to an existing product?
Yes — this is a core part of my practice. I help B2B SaaS teams identify which workflows in their product are high-friction, repetitive, or data-rich enough to benefit from AI augmentation, then define the feature specs and LLM integration requirements. I am careful to scope AI features around real jobs-to-be-done rather than shipping AI for its own sake. Deliverables include an AI opportunity map, LLM integration architecture requirements (in collaboration with engineering), prompt design specifications, and a measurement framework to validate whether the AI feature is actually improving outcomes for users.