The Forget The Funnel Podcast
Every B2B SaaS leader knows the frustration of poor decision-making. Despite your team working hard to build and market a great product, revenue growth is often inconsistent and unpredictable.
In this show, Claire Suellentrop and Georgiana Laudi, co-founders of Forget the Funnel, break down how to evolve beyond guesswork by adopting the Customer-Led Growth framework - a systematic approach to help businesses understand their best customers, map & measure their experience, and unlock their best levers for growth.
So, if you’re a SaaS leader looking to help your marketing and product teams make smarter decisions that drive predictable revenue - this show is for you.
The Forget The Funnel Podcast
How to Scale Sales Without Screwing Up Your PLG Motion
Most teams are messing up their opportunity to scale their product into higher-value deals—without even realizing it.
They’re following someone else’s Product-Led Sales playbook. ICPs are fuzzy. Qualification is weak. Sales motions aren’t landing.
Some teams are stuck in the messy middle: a PLG motion that’s working (sort of), but sales is jumping in too early—or not at all. Customers are confused. Deals stall.
Others know it’s time to evolve beyond pure PLG—but aren’t sure how to layer in sales without breaking what’s already working.
In this episode of The Forget the Funnel Podcast, Georgiana Laudi and April Dunford break down the real meaning of product-led sales, and the common mistakes that keep even experienced teams stuck—like unclear ICPs, poor qualification, and misapplied sales motions. Whether you’re adding sales to a PLG motion, or trying to make your sales-led org more product-led, this episode will help you avoid costly missteps and find clarity fast.
What you'll learn:
- Why PLG alone isn’t enough to close bigger deals
- The real role of sales in a product-led motion (and how to get it right)
- How to identify product-qualified accounts and avoid jumping the gun
What’s in the episode:
- (00:00) What is product-led sales, really?
- (03:00) Why your users ≠ your buyers—and why that matters
- (06:00) The shadow IT opportunity most teams miss
- (09:30) Postman’s evolution from PLG to strategic sales
- (14:00) The biggest misstep: Sales jumping in too early
- (20:00) What smart outbound looks like today
- (25:00) Faux freemium and low-risk PLG experiments
- (30:00) How to know when your product is ready to support sales
Links & Resources
- Lenny’s newsletter on GTM motions of 30 startups
- Explore April's work
- Check out April's books
- Follow Georgiana on LinkedIn
- Forget The Funnel Podcast
- Forget The Funnel on YouTube
As always, you can learn more about Forget The Funnel here:
