A Product Manager’s Guide to Choosing a Product-Led Go-To-Market Model

Product-led growth (PLG) is a go-to-market strategy where the product itself drives customer acquisition, retention, and expansion. It prioritizes the product experience over traditional sales or marketing tactics. There are four main PLG models to choose from: free trials, freemium plans, sandbox environments, and pricing strategies. The choice of model depends on the company's growth goals - whether they focus on acquisition, monetization, or retention. Each model has its pros and cons, and companies should carefully consider which one aligns best with their product and target audience. PLG can be combined with sales-assisted or marketing-assisted strategies for a more comprehensive approach to growth.