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What is product-led growth?

Product-led growth (PLG) is a go-to-market approach that puts emphasis on selling software through hands-on usage instead of exclusively through top-down sales. PLG remove some of the most significant points of friction in purchasing software (and other goods in the future), and it also acts as a risk-mitigation tool for both software buyers (who can get their hands on tools before signing a big contract) and software sellers (who can build a much better understanding of a prospect from product data than they ever could from questions alone). Beyond being a go-to-market approach, it also has huge implications on how software companies operate, as it further aligns teams around the objective of creating customers that grow.