About this episode

In this episode, Stijn Hendrikse and Wes Bush discuss the intersection of product-led and sales-led growth strategies in B2B marketing.

With content getting cheaper and noise getting higher, which parts of the old playbooks still hold up, and which ones break? Marketing-led growth keeps getting pricier, and “more content” is no longer a moat. So you end up staring at the same fork in the road Stijn calls out here, keep leaning on sales, or let the product do more of the heavy lifting. In this episode, Kalungi founder Stijn Hendrikse sits down with Wes Bush (author of Product-Led Growth ) to talk about where product-led growth and sales-led growth actually meet, and why most B2B teams land in the middle. You’ll hear what “try before you buy” really means in 2026 (and what happens when you don’t offer it), how to think about getting users to value fast, and where friction still belongs. In this episode, you'll learn: You cannot skip the MVP stage in SaaS. Product-market fit definitions have evolved over time. AI is accelerating the achievement of product-market fit. Understanding your business model is crucial for growth. Different go-to-market strategies suit different business models. Product-led growth relies on the product being the main sales driver. Marketing-led growth focuses on educating potential…

People in this episode

Host: Stijn Hendrikse

Guest: Wes Bush

Topics covered

• product-led growth
• sales-led growth
• B2B marketing
• go-to-market strategies
• AI in marketing
• MVP stage
• product-market fit

Keywords

• B2B SaaS
• marketing-led growth
• user value
• friction
• business model
• AI tools
• trust and credibility

Mentioned in this episode

Books & works: Product-Led Growth

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