Today, there is no three-letter combination that can make a seller run the other way like PLG (product-led growth in case you haven’t been tuned into our work lately). The movement that is sweeping the software industry speaks to the need to put your product at the center of your go-to market process. With that said, I can’t help but feel that all the hype has created some unrealistic expectations around how go-to-market actually works, particularly when it comes to making salespeople part of the process. While the industry loves to point to Zoom or Atlassian’s approach of operating without salespeople, there are 100 SaaS companies where PLG is the best thing that has happened to sales since warm leads and performance-based compensation. 

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.

Want to learn more? Check out the video we released to our community from September with a note that all of this was laid out before Slack was acquired by Salesforce, which only reinforces the point of needing a sales team: 

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