Getting started with Product Led Growth(PLG) Journey in B2B

This blog is the third in a series of Product-Led Growth (PLG) topics. Prior blogs were Designing Self Serve and 18 months of ShiftLeft PLG Journey

TL/DR — Product led growth journey is not self serve or just a remit of your product function. For B2B organizations, it is a radical remaking of their GTM strategy!

Photo by Hello I'm Nik on Unsplash

Why are B2B business leaders looking towards Product-Led growth?

In most of my conversations with fellow product leaders and CXOs their response falls under four broad buckets.

1. My competition has adopted a product led journey and is leap-frogging from a growth perspective.
2. Covid has forced digital growth channels on our business, we need to find an alternate path to growth.
3. My investors would like me to adopt the PLG based GTM model. That was a condition of my investment round.
4. We believe PLG is the inevitable future.

However, this desire of adopting PLG leads a lot of leaders to come to a painful realization sooner or later that PLG is a process of “unlearning” your current GTM models and rebuilding a new GTM strategy from scratch

PLG is a Horizontal (product, marketing…