Ben Williams
VP of Product at Snyk
VP of Product at Snyk, one of the biggest developer security companies; led Snyk's evolution from product-led growth to product-led sales, community-driven growth, and developer-focused go-to-market strategy.
Dimension Profile
Key Themes
Episode Summary
Ben Williams, VP of Product at Snyk, provides a detailed look at how Snyk built and scaled its developer security business through product-led growth, community-driven adoption, and eventual evolution to product-led sales. He shares frameworks for identifying and documenting growth loops, structuring growth and product teams, making freemium decisions, and maintaining strategic focus when ideas are abundant.
Leadership Principles
- → Identify micro and macro growth loops, document them in a qualitative model, then augment with quantitative data to guide quarterly focus
- → In a high-performing growth team you'll never have a shortage of ideas — knowing where to focus amidst that sea of ideas is the critical role of strategy
- → Product-led growth and product-led sales are not mutually exclusive — PLG can evolve into PLS as the company scales
Notable Quotes
"Being able to identify the various micro and macro loops, how they're all connected, being able to document them in a qualitative model to communicate a shared understanding of how you grow, it's really powerful. Augmenting that then with the quantitative side of things that helps guide quarter to quarter focus."
— On building a growth model that connects qualitative and quantitative understanding
"You're never going to have a shortage of ideas in a high performing growth team. So, knowing where to focus amidst that kind of sea of ideas is a really important role of the strategy."
— On the real job of growth strategy
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