Maintaining a Developer-centric Focus with Product-led Sales
WorkOS CEO, Michael Grinich, and Sanity CEO, Magnus Hillestad, discuss the evolution of Sanity, starting with its origins as a PLG company focused on developer advocacy and open source, and transitioning to a product-led sales strategy that better serves enterprise customers.
The full episode with the transcript is also available here: https://workos.com/podcast/maintainin...
In this episode, we cover:
0:00 Intro
1:09 Magnus' background
2:00 Origins of Sanity
4:20 Intersection between "headless CMS" and PLG
6:47 Typical buying motions for CMS
7:28 80 to 20 split between enterprise sales and self-serve
9:14 The evolution of Sanity's self-serve plan
10:09 Types of enterprise customers that came in via inbound
12:00 Changing hands of the actual buyer
12:55 Different needs of enterprise customers
15:27 How the sales team at Sanity evolved
20:35 The role of open source at Sanity
24:13 Impact of the DevRel and developer advocacy
29:51 Customer segmentation and pricing
31:04 Creative ways customers have used Sanity
34:26 Advice for younger entrepreneurs