Unlocking Product-Led Growth: Insights from Robert Imbeault on SaaS, UX, and Venture Capital

In the latest episode of Product Led Growth Leaders, the host engages in an insightful conversation with Robert Imbeault, a seasoned product leader and entrepreneur. With over 15 years in the SaaS industry, Robert has held various leadership roles, including CEO, founder, and product engineering lead. He is currently the co-founder and advisor of Farm Anywhere, co-founder and CEO of Heartee Foods, and co-founder of Ascend, a SaaS unicorn specializing in supply chain compliance. This episode explores the origins of Ascend, the importance of user experience (UX), the dynamics between sales and product development, the evolving venture capital (VC) landscape, and Robert's invaluable advice for founders.

The Origin Story of Ascend: Streamlining Supply Chain Compliance

Identifying the Problem

Ascend was founded to simplify the cumbersome compliance reporting process in supply chains. Large companies, such as Apple, must declare the environmental impact of their products, requiring extensive data collection from multiple suppliers. This process was initially manual and inefficient, leading to frustration among users.

Building the Solution

Robert and his team focused on making compliance reporting as seamless as possible by improving usability and engagement. Key strategies included:

• Reducing Clicks: Simplifying the user interface to minimize steps required for form completion.

• Enhancing Visual Appeal: Creating an intuitive and engaging design to improve user adoption.

Fostering Collaboration

To further enhance user experience, Ascend organized supplier summits to facilitate communication and knowledge-sharing among suppliers facing similar challenges. Additionally, they introduced a unique initiative called the cookie coefficient, where they sent cookies to suppliers as a gesture of appreciation. This simple act significantly boosted engagement and compliance rates, demonstrating the power of human connection in business relationships.

The Importance of User Experience (UX)

Creating Delightful Experiences

Robert emphasizes that a great user experience is key to product adoption and long-term success. To achieve this, companies must:

• Prioritize User-Centric Design: Develop interfaces that cater to user needs and preferences.

• Encourage Continuous Feedback: Regularly collect and implement user feedback for product improvements.

Actionable Tips for Enhancing UX

• Conduct User Research: Gather insights through surveys, interviews, and usability testing.

• Iterate and Improve: Continuously refine the product based on data-driven feedback.

• Focus on Simplicity: Ensure the interface is clean and intuitive, reducing unnecessary complexity.

Sales and Product Dynamics

Balancing Tensions

Robert acknowledges the natural tension between sales and product development. While sales teams focus on revenue generation, product teams prioritize functionality and user experience. Success lies in fostering a collaborative environment where both teams align their efforts to serve customer needs effectively.

Strategic Decisions

One of Ascend’s most impactful decisions was hiring a seasoned CEO with venture capital experience. This leadership shift helped the company navigate complex fundraising processes and accelerate its growth. Robert highlights how leveraging the networks of experienced sales and business leaders can unlock critical growth opportunities.

The Evolving Venture Capital (VC) Landscape

Current Trends

Robert shares insights into the changing VC landscape, emphasizing two key shifts:

• Smaller Investments: Investors are now focusing on smaller, more agile SaaS companies that require less capital to scale.

• AI Integration: The rise of artificial intelligence is transforming product development, offering new opportunities for automation and efficiency.

Building Genuine Solutions

Robert advises founders to focus on solving real problems rather than chasing market trends. Securing funding is easier when investors recognize the product’s tangible value and potential for sustainable growth. He encourages startups to seek investors who understand their vision and are committed to long-term success.

Advice for Founders

Building Products Before Selling

Robert warns against rushing into sales before solidifying the product. Instead, he advises founders to:

• Focus on Innovation: The market is ripe for meaningful innovations—companies that solve pressing problems will thrive.

• Find Your Audience: Identify and engage with a niche user base that genuinely benefits from the product.

• Connect with Passionate Investors: Work with investors who align with your mission and provide strategic support beyond capital.

Connecting with Robert

For those interested in learning more, Robert is active on LinkedIn and engages with the tech community on X (formerly Twitter). He welcomes discussions on product development, venture capital, and startup growth.

Conclusion

This episode of Product Led Growth Leaders delivers valuable insights into SaaS innovation, product development, and venture capital. Robert Imbeault’s experiences highlight the importance of user experience, strategic collaboration between sales and product teams, and a deep understanding of the VC landscape. Founders who embrace these principles can create products that not only meet market needs but also provide exceptional user experiences, driving long-term success.

🎧 Listen to the full episode here: Product Led Growth Leaders – Robert Imbeault