Product-Led Growth

Also called PLG

Product-led growth: a go-to-market approach where the product itself drives acquisition, conversion, and expansion, through free trials, freemium, and self-serve, rather than a sales team.

Why it matters

PLG can grow a company efficiently by letting users experience value before paying, but it demands a product simple enough to sell itself. Whether PLG fits depends on your product, price point, and buyer.

For example

Figma grew product-led: designers signed up free, invited teammates into files, and teams upgraded to paid on their own, long before a salesperson called.

Worth your time

If SaaS Products Sell Themselves, Why Do We Need Sales? Andreessen Horowitz · article A clear-eyed look at where product-led growth ends and sales has to begin, so you do not bet the company on the wrong motion.

Related terms

Freemium Activation Rate Sales-Led Growth

Go deeper

See how founders actually handle this on Building the product, part of the Starting Up hub.

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