Guest: Dave Boyce, Executive Chairman & EVP of Product at Winning by Design
Most SaaS companies are still built to sell. Today’s buyers want to activate, experience value, and decide on their own.
In this episode, Dave Boyce, Executive Chairman and EVP of Product at Winning by Design, joins host Ken Lempit to explain why SaaS GTM is shifting from lead handoffs to self-service activation, AI-driven automation, and system-based growth.
Dave shares why PLG isn’t about removing humans, but focusing them on higher-value work — while usage-based pricing and automation blur the line between acquisition, onboarding, and expansion. He also challenges traditional planning models, arguing that people don’t scale, systems do.
Key takeaways:
- Activation is replacing lead handoffs in SaaS growth
- PLG and AI redefine when humans should engage
- Usage-based pricing lowers friction and builds habit
- Systems, not headcount, unlock scale
If you’re a SaaS leader rethinking GTM for an AI-driven, self-service world, this episode delivers a practical, no-hype perspective.
Prefer to watch the episode? Check out this episode's video here.
Other resources to check out:
Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.
The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.
And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting
