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Product-Led Sales Template

Move users from interest to activation with a sales template designed for product-led growth companies.

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Product-Led Template Walkthrough

Who this template is for

Sales teams, account executives, product managers, and product teams focused on product-led growth (PLG) and customer acquisition.

What this template is for

Convincing companies why they need to upgrade to a paid (or higher) plan. Dock’s PLG sales template makes it easy to build a case for senior leadership and IT on why they need to upgrade by showing them the features and benefits of upgrading.

How to use the template

Identify customer business needs that could be fulfilled with additional products, make your recommendations, and add persuasive context, like an enterprise upgrade deck and customer success stories. Next, provide pricing information and guide users to the free-trial workflow with clear action steps.

What’s in this template?

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Section 1


Use the overview section to give an overview of your existing relationship with the client and their current level of adoption. Introduce the purpose of the template in terms of their needs as a client. Provide essential information on relevant stakeholders and contacts to facilitate collaboration and communication.

Section 2

Current Product Adoption

This section outlines the current extent to which your product is being used, including information on uptake and usage. In addition, it includes metrics such as the number of active end-users, frequency of usage, feature adoption rate, and feedback received from current users. This information can be used to identify areas of success and improvement opportunities, and to help build the case for an upgrade.

Section 3


This next section is where you make the case for an upgrade to your team/enterprise plan. Use various media as needed to introduce clients to the benefits and features of your recommended plan. This section could also include a detailed comparison of the features and capabilities of the upgraded plan versus the current plan, highlighting the added value and benefits the client can gain by upgrading.

Section 4

Pricing Comparison & Proposal

This section presents a pricing and product package comparison between the current and proposed plans. The pricing options section can also include information about payment terms, financing options, special offers or discounts, and any other relevant details that may impact the overall cost of the sale.

Section 5

Case Studies

This next section showcases the success stories of similar clients who have upgraded to the enterprise plan and how it has positively impacted their business.

Section 6

Premium Free Trial Setup

This section outlines the setup and implementation process for a free trial of the team or enterprise product experience. It includes a step-by-step mutual action plan for setting up new features or services, including prerequisites or technical requirements. It also includes information on how to access training resources and support.

This section aims to provide a clear and easy-to-follow process for clients to start experiencing the benefits and features of the enterprise product experience.

Why use this product-led sales template?

Product-led growth has fundamentally changed the sales world. Dock’s product-led sales template helps sales teams make the adjustment, elevate the user experience, and give product-qualified leads (PQLs) the context they need to understand the benefits of upgrading to a paid plan.

Sales teams at SaaS companies and startups working with a PLG sales model need a sales strategy that can adapt to each customer’s needs. That means contextualizing your product with easy access to a free trial, help articles, and customer success stories. Unfortunately, messaging prospects on LinkedIn or Slack, and sharing countless files on Dropbox just won't cut it here.

With Dock’s product-led sales template, client managers can easily repurpose their docs so users can see exactly how your premium product or enterprise plan can help them meet their goals and elevate their business. And, because these sales workspaces are templated, you’ll be able to easily iterate on your product-led sales process, improve your retention and conversion rates, and thereby reduce issues like churn.

Another important aspect of Dock’s templates is the ability to track and analyze user engagement. You can use this information to optimize the product and sales strategy to meet the needs of your customers better and increase conversion rates. 

Here’s what else the product-led sales template can do for you:

Align your product-led sales process with customer needs

  • Make your customer experience as smooth as possible right from the start.
  • Prioritize the product experience and CRM tactics via a simple, intuitive workspace.
  • Showcase your product’s value through illustrative use cases.
  • Allow users self-service access to your products, following the roadmap you lay out for them.
  • Design your sales model and growth strategy around contextualized product trials.

Elevate your product-led growth strategy with automation

  • Reuse the customizable template to make it easier for PQLs to access the products that could most benefit them and to reduce average customer acquisition cost (CAC).
  • Give sales reps one single link to share with potential customers, rather than scattering information across platforms.
  • Design your product-led sales workspace to answer customer questions before they even have them.
  • Enable hands-on product usage through a free trial onboarding flow.
  • Support PQLs and marketing-qualified leads (MQLs) in your sales funnel.
  • Encourage the right customers to take advantage of paid features on a freemium business model.

Foster customer loyalty

  • Provide transparent pricing context so users and decision-makers can make informed product decisions.
  • Introduce potential customers to new products that fit their needs and goals.
  • Avoid traditional sales blunders by focusing on support.
  • Set users up to best leverage your product for their unique needs.

When you have a great product that your customers could benefit from, it’s important to make your PLG company’s sales approach as simple as possible. This template can help improve customer success while increasing your existing client base's lifetime value (LTV).

How Dock’s customers use this template

  • Recommend products based on customer needs: Identify opportunities for upselling specific customers through current product adoption metrics. Then outline the benefits of your recommendations and the ways other customers have used those upgrades to boost their businesses.
  • Transition users on a free plan to paying customers: Clarify the costs of upgrading to an enterprise plan and provide access to a free trial for prospects who prefer a hands-on approach.
  • Make your sales case with embedded decks: Add a sales deck for your enterprise plan so customers can easily see all the benefits they could get with a paid subscription.
  • Add a help center to support clients in their customer journey: Embed help articles and videos into your template so customers can get the information they need to make the most of your product.
  • Use Dock’s built-in features to understand better how customers interact with your product-led sales process: See which links people are clicking on within your workspace so you know what’s working, and what isn’t.


What is product-led growth?

Product-led growth (PLG) is a business model and go-to-market strategy where the product itself is the primary driver of customer acquisition, conversion, and expansion. 

This approach is particularly effective for software companies where the product can be easily accessed and used by potential customers in a freemium or trial model. It differs from traditional sales-led approaches where the primary growth driver is outbound sales and marketing efforts.

What is product-led sales?

Product-led sales refers to a sales strategy where the product or service is the main driver of the sales process, rather than traditional sales techniques such as in-person meetings. In product-led sales, the product acts as a "salesperson" by providing a self-service, trial or freemium experience that allows customers to understand the product's value and decide to purchase independently.

In product-led sales, salespeople still have a role to play. They drive adoption and expansion, either by encouraging users to add new products, or by encouraging team plans that can be used across an entire company.

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