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The Internet Compass

Go-to-market

Product-Led Growth (PLG)

Also known as: PLG

Product-led growth is a go-to-market strategy in which product usage, rather than sales outreach, is the primary driver of acquisition, conversion and account expansion.

PLG requires a product that delivers value before payment, a self-serve onboarding path, and natural expansion vectors such as collaboration or usage growth.

Most successful PLG companies eventually add sales, not to acquire users but to convert organically adopted accounts into enterprise contracts.

Example

Figma, Notion and Linear all grew through individual and team adoption before enterprise sales existed.