Concept
PLG
Also known as: Product-Led Growth
Product-Led Growth — a GTM motion where users discover, use, and expand the product themselves, with sales involved only in later stages.
PLG (Product-Led Growth) is a go-to-market motion where the product itself drives acquisition, activation, and expansion. Users sign up for a free trial or freemium tier, use the product, and upgrade themselves or via in-product experiences to paid plans.
Well-known PLG companies: Slack, Notion, Figma, Linear. PLG works best for products with fast time-to-value, viral team expansion, and intuitive UX. Many PLG companies later combine PLG with sales-led motion for enterprise deals.