Software & Technology · Glossary
Product-Led Growth (PLG)
Product-led growth (PLG) is a go-to-market strategy where the product itself, through free tiers, trials, and self-service onboarding, drives acquisition, conversion, and expansion. Sales teams engage after usage signals qualify the account.
PLG shifts investment toward onboarding, in-product analytics, and usage-based pricing. Most successful B2B companies now blend PLG with sales-led motions rather than choosing one.
In practice
In the software-and-technology industry, Product-Led Growth (PLG) influences daily operations for product managers, sales teams, and customer success representatives. Decisions around feature development prioritize user engagement and simplify onboarding to facilitate self-service adoption. Marketing teams focus on generating leads through low-friction trials and free tiers, while sales teams respond to usage data to identify high-potential accounts. This approach reduces customer acquisition costs and accelerates revenue growth, making PLG a critical framework for sustainable commercial success.
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