Wes Bush

Product-led coach helping founders scale from 6 to 8-figures in product-led revenue. Author of the bestselling book, Product-Led Growth.

Over the last 8 years, I’ve worked hands-on with 400+ SaaS companies, helping them unlock $1B+ in self-serve revenue through Product-Led Growth (PLG).

Yet, right now, the failure rate for product-led companies is still far too high.

I’m on a mission to change that because I believe the world needs more product-led companies where you can try before you buy. 

This approach builds trust faster than any sales pitch ever could—after all, 97% of buyers prefer it. But, let’s be real, PLG isn’t easy.

That’s why I’m here to help in three ways:

➡️ Is PLG is right for you?

I wrote the bestselling book, Product-Led Growth: How to Build a Product That Sells Itself, to help you determine if PLG is the right strategy for your business. 

You can read it for free at ProductLed.com/Book—my treat!

➡️ What’s the best approach to scale up PLG?

After two years of research and working with hundreds of companies, I discovered the 9 essential elements that separate PLG success stories from the rest. 

I break it all down in The Product-Led Playbook.

You can grab a copy at ProductLed.com/Playbook, or watch my free masterclass to see the entire process in action: ProductLed.com/Masterclass

➡️ Ready to scale up?

If you’re ready to scale and need hands-on help, our ProductLed Implementers are here. They aren't consultants—they are experienced PLG operators who want to roll up their sleeves and work alongside your team to help you address your biggest growth bottleneck, whether that's getting more users to sign up, upgrade, or get to value.

Since we only work with a handful of clients at a time and guarantee growth, you must apply to work with us at ProductLed.com

Let’s turn your product into a growth engine and scale your business the product-led way. 🚀

CEO & Founder

We help you build a successful product-led business.

Start with our free ProductLed Masterclass 👉 productled.com

There’s ZERO chance companies like Cursor, Lovable or any AI-native SaaS can scale at this lightning pace without PLG.

You can’t scale with AI alone. 

You need a strong product-led motion to power it.

Without a self-serve product experience and rapid time-to-value, these companies wouldn't be able to hit the growth rates we're seeing.

To put it simply,

AI is the rocket. PLG is the fuel.

Let’s look at the numbers…

Both Cursor and Lovable hit $100M ARR in under a year with explosive, largely through self-serve growth.

Could any sales-led SaaS company scale to $100M in under a year? Even with an elite outbound team?

No chance.

This kind of growth isn't possible without a product users can adopt immediately, a frictionless self-serve experience, and organic expansion loops.

AI removes friction from the product experience through faster workflows, better outputs, more intuitive interfaces. But PLG removes friction from everything else: onboarding, adoption, expansion, and monetization.

You need both.

AI-native companies that build without a PLG motion will hit the same growth ceiling that every other sales-led SaaS has hit. They'll need more reps, longer sales cycles, and heavier implementation.

All the old problems that PLG was designed to solve.

AI creates the capability.

PLG creates the velocity.

#1 PLG Partner | We Scale (and Sometimes Buy) SaaS Businesses | $1B+ Self-Serve Revenue Generated For Our Clients

If you’re a B2B SaaS debating which user recording tool to use, just go for Microsoft Clarity.

It does everything Hotjar does, but better - and it's completely free.

That sounds too good to be true, but after working with hundreds of SaaS companies, we recommend Clarity to every client at ProductLed.

Here's why…

Hotjar bogs down your website. It's clunky, it's expensive, and honestly, there's no good reason to use it anymore.

Clarity isn't just a basic free alternative.

There's real depth under the hood. You can feed it events, send user information, and run sophisticated analysis. It's a genuinely powerful tool that happens to cost nothing.

Companies default to tools they think are "industry standard" without questioning whether those tools actually work.

When you're trying to reduce friction in your self-serve funnel, the last thing you need is an analytics tool that slows everything down.

Note: This is not a paid promotion. Simply a tool we’ve been (and our clients too) loving.

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#1 PLG Partner | Scale Your Revenue, Not Your Headcount | $1B+ Self-Serve Revenue Generated For Our Clients

Omnipresent

Omnipresent is a leading Employer of Record (EOR) platform, enabling companies to hire globally without the burden of setting up foreign entities.

As a Customer Success Manager specializing in strategic accounts, I manage complex global relationships end-to-end, ensuring seamless onboarding, proactive risk management, and client growth. I combine a human-first approach with a deep understanding of HR, Legal, and Compliance frameworks to deliver measurable results in fast-paced, dynamic environments.

___

My results:

• Owned the success, retention, and growth of 20+ high-value accounts
• Net Revenue Retention (NRR) of 112%, exceeding company targets and driving expansion within existing accounts
• Partnered directly with C-Level executives and HR leadership teams to design scalable solutions for global employment
• Led onboarding and account strategy for clients across 160+ countries, navigating complex HR, Legal, and Finance regulations
• Supported the success of critical enterprise accounts, ensuring high retention and expansion rates
• Proactively identified expansion opportunities and closed upsell deals, contributing to overall revenue growth
• Developed personalized onboarding frameworks and customer success plans that reduced time-to-value and improved customer satisfaction

Customer Success Manager

Luna.ai

• Partnered with co-founders to define GTM and customer success strategy during the company's early growth phase.
• Managed 100+ SMB accounts (EMEA/NA) and implemented proactive success strategies that reduced churn by 15%.
• Increased LTV by 279% through custom onboarding journeys and customer engagement experiments.
• Designed scalable self-service processes, improving customer self-resolution rates by 235%.
• Led tooling selection and integration for Growth, CX, and Marketing teams.
• Drove PLG (product-led growth) initiatives based on usage data and customer insights.
• Contributed to the company's pivot through deep feedback loops, helping inform new product-market direction.

Note: Luna underwent a strategic pivot; the IP was absorbed into a new venture.

___

Founding team member, building CS/CX processes from the ground up.

My goal was to turn Luna’s customers into advocates. How? By helping them score meetings using Luna.

Tasks & projects I worked on :

→ Building the onboarding, adoption, retention, expansion and advocacy strategies
→ Churn prevention
→ Cold email and sales strategies 
→ Community building
→ Tooling, CS tech stack optimization and vendor management

Founding Customer Success

My results:

• Oversaw the success and renewal of 60+ accounts (SMBs), representing $400K MRR
• Managed the relationship of the two biggest customers of the company, representing $200K MRR
• Mentored 4 new CSMs and improved speed to onboarding readiness
• Improved and created new client onboarding processes to have customers’ projects deployed within 30 days
• Implemented a new QBR process leading to higher customer engagement and lower churn

___

Omnipresent is an EOR (Employer of Record) specialized in automating complex processes like setting up entities, payroll, taxes, and benefits so that teams can focus on their people. 

As a Customer Success Manager, I owned and managed the customer relationship from start to finish. With my experience in the EOR field, I've learned to think outside of the box and get creative when solving complex problems related to Legal, Finance, and HR. 

I've consistently received positive feedback from clients and colleagues, successfully managed and resolved escalated client issues, and demonstrated strong communication and negotiation skills.

Baremetrics

My results:

• Increased feature adoption by 10% in 3 months
• Developed and tracked KPIs for the Customer Success department
• Researched and led the implementation of a new helpdesk (Intercom)
• Streamlined processes to proactively develop relationships with customers
• Created an onboarding series to increase conversion rates
• Created upsell series to promote new features and increase feature adoption

___

Bare..? Metrics? Bare, yes.
Bare as in only the most important: Baremetrics helps you cut through the noise.

SaaS and subscription businesses are drowning in data. They have no idea what is driving their growth or where to focus their efforts to grow faster.

Baremetrics provides a simple, yet powerful solution for SaaS & subscription businesses by helping them see the complete picture of their business with all of the key metrics they need to make better decisions about how to grow.

My role? 🪄 Simply put, I helped Baremetrics' clients make more.

Customer Success Account Manager

Groupe-conseil Solertia

My results:

• Lead the biggest Law Compliance mandate of the firm ($85K) and upsold the client for annual audits ($20K yearly)
• Signed and led the biggest Pay Equity mandate of the firm ($65K)
• Scaled the Pay Equity line of service from $350K to $1.5M
• Surpassed an average productivity rate of 90%
• Lead the development, training and learning initiatives for a department of eight (8) junior consultants and analysts
• Developed long-term relationships with major client accounts and turned one-time projects into repeated business
• Streamlined the Pay Equity and Law Compliance processes
• Participated and animated human resources events and conferences

——

In this role, I gained exposure to all aspects of a consulting project, from writing proposals and engaging in client communications to delivering projects and making final adjustments. 

Collaborating with fellow professionals, department heads, and C-suite executives has sharpened my business acumen and offered valuable insights into the realities of diverse industries.

My journey with Solertia has fuelled my professional growth, honing my time management skills and enabling me to excel in handling multiple projects (60+) simultaneously. 

Within a short timeframe, I progressed to leading my own mandates and was entrusted with overseeing one of the firm's most significant law compliance files – Quebec's 1% Training Law. 

This experience has enriched my project management, leadership, and client relations expertise, propelling me to thrive in the consulting industry.

Human Resources Consultant

Addendum

• Accurately identify our personas by analyzing different sources of information;
• Identify the arguments to implement an Applicant Tracking System, present the project to the president of the company and find a supplier meeting our needs;
• Develop a strategy to foster long-term relationships with past applicants and potential candidates;
• Assist the director of technology and marketing in different projects.
• Plan interviews and selection procedures, including in-person interviews
• Coordinate with hiring managers to identify staffing needs
• Determine selection criteria

Along with those projects, I was also responsible for passing on my knowledge of our recruitment procedures to new hires and of assisting them in their daily tasks.

Talent Acquisition Advisor

Industries Delorimier Inc.

Summer student contract: 

To help with the seasonal demand of the company, I took this opportunity to explore my options in the manufacturing industry, which was a great way to develop my leadership skills in a middle management position. My previous customer service experiences have proven to be a great asset in this position to prevent customer turnovers, as I had to deal with various customers daily.

This experience happened to be a great way to get outside of my comfort zone, to experiment with my teamwork approach with new colleagues, and to learn more about the challenges of occupying a middle management position.

Operations Supervisor

Desjardins

During this long-term experience, I’ve developed a major part of my competencies. With the help of my superiors, who all acted as inspirational leaders to me, I’ve had the opportunity to have personalized coaching to further develop my sales techniques, my customer service, my work methods and rational and analytical thinking.

During my three years working at a Desjardins branch in Laval, I navigated through different roles that all allowed me to develop my professionalism. I first began as a teller (N-2), I then worked as a customer service representative over the phone, then worked at the reception (N-3). During an internship, I was also lucky to assist the department of human resources in multiple tasks. Finally, I occupied an administrative assistant (N-4) position to support the management team.

These different tasks have allowed me to put into practice the learnings that I was acquiring in my university classes, but they also allowed me to develop, as mentioned before, multiple competencies such as my leadership, my teamwork spirit, my capacity to adapt to different environments,  my openness to change and my capacity to solve problems.

Agent service aux members (N2/N3/N4)

Customer Service Representative

Big Time Watches

This experience allowed me to develop my judgement, my autonomy, my leadership and my business acumen skills. I would like to thank my district managers who helped me develop the core of my customer service skills and sales techniques. The tasks I had to do in this job were general for a sales associate position: reach my sales objectives, attract customers and close the sale, this opportunity also allowed me to work on my negotiation skills and customer satisfaction skills. 

As I gained experience, I was asked to take on the responsibilities of the manager.

Sales Associate

SoftMoc

I help high-achievers thrive in work and relationships 💙 | Business strategies that work on humans too | Remote wisdom from 25+ countries

🤔 What if the playbooks you use to save $100K+ accounts could also save your relationships and closest friendships?

I’ve spent 5+ years in Customer Success scaling startups and managing $5M+ ARR portfolios. In that time, I realized something: the same frameworks that keep customers loyal also keep people loyal.

- Resolve conflicts before they explode
- Communicate proactively so people feel seen
- Deliver value without burning out
- Build trust that lasts

They work in business, dating, friendship, with any human, in any context, and they’re something AI can’t replicate.

Now I share what actually works:
→ Business strategies for better relationships
→ Remote life wisdom from 25+ countries
→ CS frameworks for life success

Because your 9-5 skills shouldn’t clock out at 5:01.

____

Hi, I’m Anthony 👋

CS leader, remote work advocate, and lifelong learner passionate about growth, habits, and helping people thrive without burning out.

Whether you're:
→ A leader looking to strengthen teams and client relationships
→ A remote professional balancing career and connection
→ Or someone ready to apply proven frameworks to life outside of work

You're in the right place.
📬 Reach out to collaborate, connect, or just say hi!

I’m on a mission to build something bigger: a platform to help high-achievers escape burnout, embrace remote work, and design lives they don’t need to escape from.

____

As a CSM, I’ve: 

→ Scaled departments from $350K to $1.5M+
→ Managed $5M+ ARR across 60+ accounts
→ Boosted LTV by 279% with better onboarding
→ Cut churn by 15% through scalable playbooks
→ Closed and lead companies' biggest deals
→ Drove feature adoption and built AI-powered self-service systems
→ Coached and mentored new team members

Behind every metric is the same philosophy: when you create people-first experiences with smart systems, growth runs on autopilot.

Anthony Boudreau

Companies: "We can't find talent!"

Also: "Must live within 30 miles of our Cincinnati office"

You're fishing in a pond.
While ignoring the ocean.
Then crying there's no fish.

Local talent pool: 350,000 people
Remote talent pool: 8 billion people
Your "perfect" candidate: living in Portugal

"But our culture!"

Your culture of empty desks on Fridays?
Your culture of 58-minute commutes?
Your culture of settling for whoever's nearby?

The uncomfortable truth:

There's no talent shortage.
You have a geography problem.

The best developer? She's in Poland.
The perfect CSM? He's in Austin.
Your next VP? They're not moving to Ohio.

Companies still hiring locally are competing for scraps.
While remote-first companies get first pick of global talent.

"But how do we manage them?"

If you can't manage without seeing them, you can't manage.
Period.

Your competitor just hired your dream candidate.
Because they didn't care about zip codes.

Still wondering why you can't scale?

What great hire did you lose to geography? 💙

I help high-performers fix chaos before it becomes crisis | Enterprise Ops @ Deel | Remote from 25+ countries 🌍

We designed CS to fail

Then act surprised when it does.

Consultant prevents a $100K client fine?
Hero. Bonus. Case study.

CSM prevents a $100K churn?
"Just doing their job"

Same value.
Different visibility.

The uncomfortable truth:

We only pay to prevent problems we can see coming.

Sales brings in $100K: 
- Ring the gong
- President's Club
- Commission check

CS keeps that $100K for 5 years:
🤷 Expected
🤷 Part of the job
🤷 Maybe 10% bonus if stars align

That's $500K protected.
Minimal recognition.

What we measure:
❌ Happiness scores
❌ Login rates
❌ Feature adoption
❌ Response times

What actually matters:
✅ Revenue protected
✅ Churn prevented (in dollars)
✅ Expansion enabled (in dollars)
✅ Crisis avoided (in dollars)

Start tracking your wins like a consultant:
- "Stopped ABC from churning after their acquisition = $2M saved"
- "Got 123 to expand during hiring freeze = $500K added"
- "Prevented downgrade when competitor offered 50% discount = $300K protected"

Document it. 
Share it. 
Internally AND externally.

Stop being invisible insurance.
Start being visible revenue.

Because when layoffs come, they don't check your CSAT.
They check your impact on ARR.

How would you make CS value visible? 💙

Your best CSMs are quitting.

Not because of pay.
Because you turned them into glorified account babysitters.

"But we gave them a 10% raise!"
Cool. They still left.

"We promoted them to Senior CSM!"
Great. Same babysitting, fancier title.

"We have the best benefits!"
Awesome. They're using them at a company that values their brain.

I watched 3 rockstar CSMs leave in one quarter.
Combined portfolio: $8M ARR.

Why?

Because they were tired of being treated like customer daycare.

Check-in calls with no agenda.
Usage reports nobody reads.
Escalations that die in email threads.
Renewal reminders on repeat.

Meanwhile, their actual skills:
- Strategic planning
- Business consulting
- Revenue optimization
- Problem solving

Collecting dust.

The uncomfortable truth:

You're not losing CSMs to better compensation.
You're losing them to better utilization.

Smart people don't quit because of money.
They quit because they're bored.

My former colleague now advises C-suites on digital transformation.
Same pay. 
Ten times the respect.

Another one? Builds go-to-market strategies.
Lateral move salary-wise.
Triple the impact.

Companies wondering why CS turnover is 40%:
Maybe because you hired consultants and turned them into clerks.

Stop paying CSMs more to do less.
Start letting them do what you hired them for.

What would your CSMs build if you stopped making them babysit? 💙

Your biggest career risk isn't failure.

It's this:
Becoming irreplaceable at the wrong thing.

"I'm the only one who knows this system"
Cool. What happens when the system changes?

"Nobody else can manage this client"
Great. What happens when they leave?

"I've perfected this process"
Awesome. What happens when it's automated?

The uncomfortable truth:
Being irreplaceable at one thing makes you unemployable at everything else.

The most valuable skill isn't what you know.
It's how fast you can unknow it.
And relearn something new.

The real career risk isn't losing your job.
It's losing your ability to get the next one.

My friends who survived every layoff?
They weren't the specialists.
They were the ones who adapted the fastest.

The ones who unlearned faster than they specialized.
Who understood the business, not just their function.
Who could pivot when the market shifted.

Stop protecting your expertise.
Start protecting your ability to evolve.

Because the safest career move?
Being replaceable at what you do.
And invaluable for how you think.

What skill are you too comfortable with? 💙

457 resumes sent.
Zero responses.
For months.

Then suddenly: 10 interviews in one week.

Everyone saw the "luck"
Nobody saw the 456 rejections before it.

People love calling success "luck"
Makes them feel better about not trying.

"You're so lucky to work remotely"
- Sent 457 resumes when remote wasn't a thing

"You're so lucky to be in Customer Success"
- Left consulting when everyone said CS was a fad

"You're so lucky to have that physique"
- 6am workouts for 5 years straight

The uncomfortable truth:

What looks like luck is just math.

457 attempts = 10 interviews = 3 offers = 1 life-changing decision.

Most people quit at rejection #50.
They never see what happens at #457.

Same pattern everywhere:
- Working from 25+ countries? Years of proving remote works
- Best shape of my life? 11 years of passion for nutrition 
- Career growth? Choosing discomfort over stability

"Talent" is just curiosity that doesn't quit.
"Luck" is just showing up until probability bends your way.

The difference between you and your "lucky" friend?
They're still sending resumes.
You stopped at #50.

What attempt number are you on? 💙

"How do I break into Customer Success?"

I get this DM weekly.
My answer pisses people off:

Stop trying to break in.
Start doing the work.

"But I don't have CS experience!"

Neither did I.

Here's what I did instead:
- Answered CS questions in forums
- Helped SaaS founders with retention problems
- Shared what I learned publicly

By the time I got my "first" CS role, I'd already been doing CS for months.
Just without the title.

The uncomfortable truth:

You don't become something by getting hired for it.
You become it by doing it before anyone pays you.

Want to be in CS?
Find a startup. Help them keep a customer. Today.

Want to be a leader?
Start leading. Without the title. Today.

Want that remote job?
Start delivering remote results. Today.

People waiting for permission:
- "I need the certification first"
- "I need someone to hire me"
- "I need more experience"

People actually getting hired:
- Already solving problems in public
- Already building relationships
- Already proving value

When I wanted to work remotely (before it was a thing):
Everyone said "get a remote job first"
Instead, I proved I could deliver from anywhere.
The job followed.

The pattern is always the same:
Do the work → Get noticed → Get hired

Not the other way around.

What are you waiting for permission to start? 💙

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Wes Bush

Anthony Boudreau

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The Battle

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Anthony Boudreau

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