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
Product Roadmap
A visual plan that communicates the direction and timeline for product development over time.
Feature Prioritization
The process of deciding which product features to build first based on value, effort, and strategic fit.
OKR Alignment
The practice of connecting Objectives and Key Results to transformation initiatives and team goals.
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