187 - Product-Led Growth Meets Agentic Selling - with Channing Ferrer

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 get precise about what product-led growth actually means: a path where users discover value, solve problems, and choose to expand without needing a human to nudge them along. We also call out a common trap: slapping a 15- or 30-day free trial on a pricing page and calling it PLG. From there, we explore the new grey zone: autonomous selling. If an AI can answer questions instantly, guide a user past a limit, or even deliver a personalized demo you can interact with, what bucket does that fall into: PLG, sales-led, or something new like agent-led selling? We dig into practical examples like chatbots that function as always-on product experts, shortening time-to-value and quietly increasing conversions by removing friction at the exact moment a user gets stuck. We also zoom into Brevo’s world of omnichannel marketing for high-volume customer bases, where the real challenge is not choosing email vs SMS vs WhatsApp, but stitching together scattered touchpoints into one coherent customer journey. Along the way we talk UX as a differentiator, the shift toward extensibility and agent-friendly systems, and a grounded buy vs build framework for anyone tempted to vibe-code their own CRM or system of record. If you care about product-led growth, SaaS monetisation, AI sales automation, CRM and CDP strategy, and the future of agentic marketing, this conversation will sharpen your mental model. Subscribe, share with a GTM friend, and leave a review. Where do you want automation to help customers, and where do you still insist on a human?