What is product-led growth (PLG)?
Product-led growth (PLG) is a go-to-market strategy in which the product itself drives customer acquisition, conversion and expansion, usually through free trials, freemium plans and self-serve onboarding, so users experience value before talking to sales.
PLG vs sales-led
| Product-led | Sales-led | |
|---|---|---|
| First touch | Product | Sales rep |
| Conversion | Self-serve | Negotiated |
| Typical deal | Smaller, many | Larger, fewer |
Key metrics
Activation rate, time to value, free-to-paid conversion and product-qualified leads.
Support in PLG
In-app help and AI agents matter because users self-serve at scale.
