What is Product-Led Growth?
A business strategy where the product itself drives customer acquisition, conversion, and retention.
Product-led growth (PLG) is a go-to-market strategy that relies on the product itself, rather than sales teams, as the primary driver of customer acquisition, conversion, and expansion. PLG companies offer free trials or freemium tiers, optimize onboarding for self-service, and use in-product behavior to identify expansion opportunities. Metrics like activation rate, time-to-value, and product-qualified leads replace traditional sales metrics.
Related terms
A prioritized, time-aware view of what a product team will build next, sequenced by strategic intent rather than a feature wishlist.
The process of ranking candidate features by value, effort, and confidence to decide what gets built next.
The practice of connecting Objectives and Key Results to transformation initiatives and team goals.
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