Plays and motions

Product-led growth

Definition

Product-led growth, PLG, uses the product itself as the main way to acquire, convert and expand customers, typically through a free plan or trial.

Product-led growth in practice

In a PLG motion people sign up and get value before they talk to sales. Sales then focuses on the accounts where usage shows they are ready for a bigger plan, often called product qualified leads. The product does the early convincing.

Usage data is a strong first party signal. Several users from one company, a team hitting plan limits, or a power user who just changed jobs are all reasons for a timely, relevant touch from sales.

Intent dataLead scoringWarm outboundChampion trackingPLG
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Last updated 2026-10-14 by Ishan Vats.

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See where product-led growth fits in a real build.

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