Gartner Research

How Product-Led Should Your Go-To-Market Strategy Be?

Determine if, and to what extent, a shift to PLG should be made.

Experts: Eric Trenk, David Yockelson, Colin Fletcher

Product-led growth (PLG) is a go-to-market strategy that focuses on enticing users to try a product and experience its value firsthand. Delighted users will increase their adoption and pay (or pay more) for the product and spread awareness to other potential users.

When successful, PLG offers technology and service providers a path to transformational improvement in business results. Although the concept of PLG may be enticing, an exclusively product-led growth strategy cannot be successful in every environment.

The Gartner PLG Fit Matrix described in this document provides a framework for product leaders to evaluate the appropriateness of PLG for their current and planned offerings, and to align their organizations in implementing the optimal mix of PLG techniques.

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Determine how far to go with product-led growth.

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