Canva's Enterprise Pivot at $1B in ARR: Sales-Led to Product-Led 🚀
In this episode, we dive deep into Canva's remarkable journey from a sales-led to a product-led growth model with Aarti Raman, former Global Head of Revenue Strategy and Operations. Aarti reveals the challenges and strategies behind this massive shift at a $1B ARR company.
In our conversation, we talk about:
• The decision to move from sales-led to product-led growth
• Navigating pricing changes and sales team restructuring
• Defining and operationalizing Product Qualified Leads (PQLs)
• Balancing human touch with self-serve in a hybrid model
• Key learnings and unexpected hurdles during the transition
Aarti shares invaluable insights on territory management, analytics, and cross-functional collaboration in a rapidly evolving go-to-market strategy. Whether you're in sales, operations, or leadership, this episode is packed with actionable advice for scaling your business.
Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends! You can connect with Sean on LinkedIn and Twitter @seanrlane, or subscribe to our TH-cam channel for more great content on #operations and #gotomarketstrategy.
#revenueoperations #sales #salesleadership #planning #gotomarket #enablement
CHAPTERS:
00:00 - Intro
02:13 - Canva’s B2B Evolution
05:45 - Pricing Changes at $1B ARR Company
10:50 - Operationalizing Go-To-Market Change
14:15 - Canva’s New Go-To-Market Strategy
19:40 - Adapting Ops Team to New Business Model
27:05 - Data Insights and Presentation
32:01 - Understanding Product Qualified Leads
37:32 - Leveraging Data for Success
38:50 - Analyzing Mistakes
40:09 - Key Learnings from Experience
44:28 - Evaluating the Decision
47:35 - Lightning Round
51:00 - Outro