This is a podcast episode titled, E32: Layering SLG Without Breaking the Product with John Eitel. The summary for this episode is: <p>Most product-led companies hit a wall when they try to add sales-led growth. Too often, the motions clash, teams misalign, and growth stalls. So, how do you scale revenue without sacrificing your product-led roots?</p><p><br></p><p>In this episode of The Revenue Leadership Podcast, Kyle Norton sits down with <a href="https://www.linkedin.com/in/johneitel/" rel="noopener noreferrer" target="_blank">John Eitel</a>, former Global VP of Sales &amp; Success at Canva and CRO at Demandbase, about how to successfully layer a sales-led motion on top of a product-led foundation. Drawing from his experience at WP Engine and Canva, John shares how to identify the right signals to introduce sales, validate demand through customer conversations, and build a commercially viable offering without cannibalizing PLG momentum. He also reflects on how the CRO role is evolving in today’s market—and why adaptability, experimentation, and cross-functional alignment are more important than ever.</p><p><br></p><p>New episodes of The Revenue Leadership Podcast with Kyle Norton drop every Wednesday.</p><p><br></p><p>Stay ahead with the latest industry developments, emerging go-to-market trends, and valuable benchmarking data. <a href="https://www.joinpavilion.com/topline-newsletter" rel="noopener noreferrer" target="_blank">Subscribe to Topline Newsletter</a> for expert insights from Asad Zaman every Thursday.</p><p><br></p><p><a href="https://www.joinpavilion.com/topline-podcast" rel="noopener noreferrer" target="_blank">Tune into Topline Podcast</a>, the #1 podcast for founders, operators, and investors in B2B tech. Catch full-length episodes every Sunday and bite-sized mini-episodes every Thursday, where our hosts sit down with top B2B tech leaders to unpack their biggest challenges—and how they overcame them.</p><p><br></p><p>Your’re invited! <a href="https://www.joinpavilion.com/topline-slack" rel="noopener noreferrer" target="_blank">Join the free Topline Slack channel</a> to connect with 600+ revenue leaders, share insights, and keep the conversation going beyond the podcast!</p><p><br></p><p>New episodes of The Revenue Leadership Podcast with Kyle Norton drop every Wednesday.</p><p><br></p><p>Stay ahead with the latest industry developments, emerging go-to-market trends, and valuable benchmarking data. Subscribe to Topline Newsletter for expert insights from Asad Zaman every Thursday:</p><p>https://www.joinpavilion.com/topline-newsletter</p><p><br></p><p>Tune into Topline Podcast, the #1 podcast for founders, operators, and investors in B2B tech. Catch full-length episodes every Sunday and bite-sized mini-episodes every Thursday, where our hosts sit down with top B2B tech leaders to unpack their biggest challenges:</p><p>https://www.joinpavilion.com/topline-podcast</p><p><br></p><p>Your’re invited! Join the free Topline Slack channel to connect with 600+ revenue leaders, share insights, and keep the conversation going beyond the podcast:</p><p>https://www.joinpavilion.com/topline-slack</p><p><br></p><p><strong>Key Moments: </strong></p><p>(00:00) Introduction</p><p>(08:51)Commercialization Strategies for SLG</p><p>(12:13) Customer Success and Support in SLG</p><p>(14:56) Pricing and Packaging for Enterprise Solutions</p><p>(17:52) Building the Sales Team for Growth</p><p>(20:52) Hiring the Right Sales Reps for Success</p><p>(30:48) Understanding User Adoption and Buyer Dynamics</p><p>(35:24) Team Building Strategies: Lessons from WP Engine and Canva</p><p>(37:23) Key Roles in Early Team Development</p><p>(42:54) Metrics for Revenue Leaders: Signals to Invest or Pull Back</p><p>(45:42) Understanding Sales-Led Growth and Incremental Value</p><p>(48:13) Balancing Sales and Self-Service Models</p><p>(51:54) Product Differentiation for Market Segments</p><p>(59:03) Aligning Sales, Marketing, and Product</p><p>(01:10:02) The Disparity in Revenue Talent</p><p>(01:13:00) Framework for Company Selection</p><p>(01:18:26) Optimizing for Company Quality</p><p>(01:21:10) What Separates Good from Great CROs?</p><p>(01:23:03) Advice for Young Leaders</p><p>(01:24:26) Lessons Learned in Team Dynamics</p><p>(01:26:26) Insights on Mental Health and Leadership</p>