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

Episode notes

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.