Reality trumps your model every time

Reality is never wrong. Your model is always wrong if it's in conflict with reality. But that conflict, that gap is really interesting and that's where you can learn.

Most best practices, most blog posts are not correct. So how do you set up an experiment? You get your questions, you turn tracking on, give it a couple of weeks. Make your changes, have a test group, have a control group.

I think there are two big buckets. The first bucket is product usage data. As I mentioned, a lot of B2B software, they're really lacking in that, because when you sell via sales team, you don't need to know so many details, so granular usage data, all of that. The second bucket is I call this customer 360 database, because product usage data is one component, is the most essential. In order for your product-led gross motion to be successful, you also need to connect that with your marketing teams, marketing campaigns, your CRM, your sales force, who are the customers, prospects, what their stage.

I am not driven by data, or I don't have different P&Ls for each product in a way where we're looking at them very carefully. It's in total, collectively, are we making more money than we spend? That's the only thing we ultimately look at.