Jun 11, 2026 · 26 min · 12 segments
Your product might be the best salesperson you’ll ever hire, and AI is about to make that idea even more literal. We sit down with Channing Ferrer, Chief Revenue Officer and CEO Americas at Brevo, to…
Channing FerrerGuest
Thomas WatkinsHost
Literally, Channing, I have been thinking about making a list, and I'm sure someone's probably already done it, of things that if they were invented in the past couple of years, we would call AI.
The PLG insights there, because PLG, I don't know where you would put the birth date on it of recently as it passed 12 years.
This is something in that range makes something in that kind of range ish where people started realizing and putting a vocabulary to it.
I think people had been doing things around it and realize things, but it got a vocabulary.
Let's start with I want to end with a I want to do a contrast between PLG of yesteryear.
and PLG today, but let's first get grounded on sort of what PLG classically is from your perspective and then like lead that into today.
So I think there's a fundamental definition that I think of as PLG, which I don't always know if everyone agrees to this, but I'll explain it.
I think PLG is really having the product lead you down a path to realize more value.
plg in my mind is not a 15-day free trial that's that's a different motion um plg means you don't need humans involved to to decide to do more to see more value to realize you know what you're doing with the product at times humans can help with plg but it really should be a product-led motion not a not a human-led motion and i think sometimes the there's a misconception out there that's been around for a while, by the way, that if you put a 15-day, 30-day trial on your website, now you're product-led.
And so, you know, I've always described it to people as make the in terms of product work, make the product so good.
that it has its own gravity and starts pulling in more success to where you're not depending on all of these other channels.
But you want one of the main channels, the product itself, to be strong with your ability to get revenue.
Literally, Channing, I have been thinking about making a list, and I'm sure someone's probably already done it, of things that if they were invented in the past couple of years, we would call AI.
The PLG insights there, because PLG, I don't know where you would put the birth date on it of recently as it passed 12 years.
This is something in that range makes something in that kind of range ish where people started realizing and putting a vocabulary to it.
I think people had been doing things around it and realize things, but it got a vocabulary.
Let's start with I want to end with a I want to do a contrast between PLG of yesteryear.
and PLG today, but let's first get grounded on sort of what PLG classically is from your perspective and then like lead that into today.
So I think there's a fundamental definition that I think of as PLG, which I don't always know if everyone agrees to this, but I'll explain it.
I think PLG is really having the product lead you down a path to realize more value.
plg in my mind is not a 15-day free trial that's that's a different motion um plg means you don't need humans involved to to decide to do more to see more value to realize you know what you're doing with the product at times humans can help with plg but it really should be a product-led motion not a not a human-led motion and i think sometimes the there's a misconception out there that's been around for a while, by the way, that if you put a 15-day, 30-day trial on your website, now you're product-led.
And so, you know, I've always described it to people as make the in terms of product work, make the product so good.
that it has its own gravity and starts pulling in more success to where you're not depending on all of these other channels.
But you want one of the main channels, the product itself, to be strong with your ability to get revenue.
The rest of this transcript — segmented and speaker-labeled, so you land on the exact moment something was said
Search every transcript — by keyword, by phrase, or by meaning, across every show Radar indexes
Trends — what is surging across podcasts, measured against its own baseline
Alerts — when a name you follow appears in a newly indexed episode
No account is needed to search Radar.
