To remember
- Spreading effort across too many initiatives at once diluted impact. Picking the highest-leverage actions and going deep on them moves the needle faster.
- When marketing, product, and sales operate from different definitions of success, growth slows down. Getting them aligned on shared metrics is one of the highest-return things a scale-up can do.
Challenge
PLG transition: optimizing the shift from sales-led to product-led growth
PayFit was moving from a sales-led model to a product-led one and needed help making that shift work in practice. Their CMO brought in Bulldozer to assess where the current setup was falling short and build a concrete roadmap for improving PLG conversion.
Strategy
Funnel optimization, team alignment and SEO/SEA activation with a 6-month roadmap
Bulldozer built a forecast covering three areas:
Performance analysis. We reviewed marketing, product, and sales data to find where users were dropping off. Conversion rates at each funnel stage were mapped for both the self-serve and demo request paths. Existing SEA, outbound, SEO, data, and self-serve setups were audited.
Strategic recommendations across three areas:
- Team and metrics alignment: a shared North Star Metrics framework to get marketing, sales, and product pointing at the same outcomes, plus a simplified attribution model built around last touch.
- Self-serve funnel: reduce the number of steps to complete a self-serve journey, set up proper analytics tracking by traffic source, and add enrichment and personalization tools based on a user profile.
- SEO and SEA: product-led SEO content built around specific features (such as contract generators) to capture high-intent searches, combined with budget reallocation in SEA toward high-value keywords and away from underperformers.
Six-month roadmap Laying out a phased action plan for SEO, SEA, and self-serve, with a reporting framework to track what's working and adjust as results come in.
Results
Structured 6-month roadmap to drive PLG performance across all channels
PayFit Now has a structured six-month action plan with clear priorities and concrete next steps across SEO, SEA, self-serve, and team alignment.
