When Product-Led Growth Works, When It Fails, and What to Do Instead with Gary Gonsalvez

There's an ongoing debate in B2B tech: should you let your product sell itself through product-led growth, or invest in a traditional sales-led approach? What if the answer isn't binary?In this episode of Spotlight on B2B Marketing, host Karen Lloyd speaks with Gary Gonsalvez, Marketing Director at Coveo, who brings over 20 years of experience delivering 10x growth through strategic marketing. Unlike many marketing leaders who stay in one lane, Gary has successfully operated in both sales-led organisations like SAI Global and Coveo, and product-led growth companies like Pledge.From understanding which customer tasks suit each model to navigating the organisational challenges of hybrid approaches, Gary provides a framework for choosing the right growth strategy based on customer behaviour rather than industry trends.What You'll Learn in This Episode:✔️ The fundamental difference between product-led and sales-led growth—where you place the burden of education and value demonstration✔️ How to determine which growth model suits your business based on three critical questions about customer tasks✔️ Why transitioning from PLG to sales is significantly easier than going sales-to-PLG✔️ The hidden costs of PLG that many companies underestimate—from continuous UX investment to product analyticsConnect with Gary on LinkedIn: linkedin.com/in/gary-gonsalvez/Connect with Karen on LinkedIn: linkedin.com/in/lloydkaren/Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B. Want to know more?Discover more at armstronglloyd.co.uk