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GTMStrategy

Product-Led Growth (PLG)

A GTM strategy where the product itself is the primary driver of acquisition, conversion, and expansion.

Product-led growth (PLG) is a go-to-market motion where the product drives user acquisition (free trial or freemium), conversion (in-product upgrade prompts), and expansion (viral loops or seat expansion). PLG companies include Slack, Figma, Notion, and Calendly. For PMMs at PLG companies, the key challenges are: writing messaging that converts self-serve users, creating activation content (onboarding emails, in-app tooltips), and building enterprise sales content as the company moves upmarket.
Related terms
Go-to-Market Strategy (GTM)

The plan that defines how a company will launch a product or enter a market — including audience, messaging, channels, and motion.

GTM Motion

The primary way a company acquires customers — sales-led, product-led, community-led, or a hybrid.

Annual Recurring Revenue (ARR)

The predictable, recurring revenue a SaaS business earns annually from active subscriptions.

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