Acquisition funnels, PLG motions, measured obsessively.
2 AI translations · Technology / SaaS
You generate pipeline through inbound (content, SEO, paid search/social, webinars, events) and outbound (SDR/BDR sequences, ABM campaigns, partner referrals). You score leads using firmographic (company size, industry, tech stack), demographic (title, seniority), and behavioral (content downloads, pricing page visits, demo requests, product sign-ups) signals. MQL-to-SQL conversion rates, pipeline coverage ratios, and CAC by channel are your operating metrics. The perennial challenge: marketing and sales disagree on lead quality, and most MQLs never become revenue.
If you run a PLG motion (free trial, freemium, or reverse trial), you manage the self-serve funnel: sign-up conversion, activation (reaching the 'aha moment'), engagement, conversion to paid, and expansion. You define activation milestones (the specific actions that correlate with conversion), build in-product nudges and tours (Pendo, Appcues, Chameleon), and manage the handoff from self-serve to sales-assist (PQL identification). Funnel metrics by cohort, segment, and acquisition source are your operating dashboard. The challenge: the self-serve funnel is a leaky bucket, and identifying which leaks matter most (and why) requires constant experimentation.