Published: 05 February 2024
Product-led growth requires measuring the level of prospect engagement across buying, owning and expansion cycles. Product managers must take a leadership role in PLG initiatives by instrumenting their offerings with product analytics capabilities to make decisions that align with user needs.
Tech providers using a PLG approach often struggle to understand product usage and its impact on lead conversion, because they do not implement the necessary tools and processes to measure product usage, conversion numbers and other prospect engagement data together.
Product managers primarily use product analytics insights to improve products and prioritize product roadmap decisions, missing the opportunity to directly contribute insights to support the PLG buying cycle.
Despite having a plethora of usage insights about existing paying customers, providers mostly rely on PLG for acquisition or conversion,missing out on the potential to use the insights for retention
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