Episode 82: FP&A and product-led growth at Adobe w/ Parth Kulkarni
Show Notes
Product-led growth is a business strategy and philosophy that puts the product at the center and the key driver for customer acquisition, activation, adoption, and retention. Parth Kulkarni , Head of FP&A, Adobe Express, recounts his chance to reimagine FP&A using product-led growth. He explains the process of leading the FP&A team powering Adobe Express – a major new AI-driven product at the software giant (Adobe is competing with companies such as Canva and Microsoft Designer).
Kulkarni says: “We optimized different parts of the customer journey by adopting product-led growth. From an FP&A perspective, it was a fantastic opportunity for me and my team to reimagine the way that we approached financial planning and supported the business.”
Describing the approach of FP&A underpinned by product-led growth, he says: “We tend to forecast based on historicals. But here, we took a much more bottoms-up approach in our modeling, starting with building forecasts and projections around every single critical upstream metric – whether it’s acquisitions, how customers are really engaging with the product, or what kind of conversion rates we are seeing in the product, or what kind of retention we are seeing. I got the opportunity to actually understand the customer journey, translate that into a financial model, and then build my financial planning around that.
In this episode:
Moving from analytics to FP&A and why it is a perfect route
Four proven pillars to become a successful FP&A professional
The tested formula to get a seat at the table in finance
My framework for analyzing data to get the juiciest insights – SCQA framework explained
My aha moment in FP&A automating ecommerce/holiday space reports
Tabla playing and love of Indian classical music
Steve Jobs and what we can learn about his relentless desire to understand the consumer
The SCQA framework explained by Parth
YouTube Video
Read the Transcript
Follow Parth Kulkarni on LinkedIn
Follow Paul Barnhurst on LinkedIn
Follow Datarails on LinkedIn
Follow FP&A Today
The #1 FP&A Community (Slack) Join here - A global community and resource hub for modern FP&A leaders like you.
FP&A Today is brought to you by Datarails.
Earn CPE credit through Earmark for listening to this episode.