Designing for Buying in PLG: A Playbook
To leverage initial end-user adoption to its fullest potential, companies must build this product-led growth into an integrated buying system.
1. Do Your Recon
- Identify all the stakeholders involved in choice, purchasing and adoption
- Understand the whales
- Map the golden paths
2. Treat Land and Expand Like a User Journey
- Use Your Full Force.
- Go Beyond the Beachhead
- Success is Part of the Sale
3. Whole-Company Systems Are Hard: Mind the Gaps
- Functional Scope and Handoffs Between Teams
- Unclear Resource Allocation and Underlying Cultural Conflicts
- Category Choice and Consistent Positioning
- Prioritizing Customer Feedback
- Pricing Tradeoffs
[see original article for deep dive]
Most relevant during:
PMF phase
GTM Fit phase
Scale phase
Most relevant for:
ACVs < $15K
ACVs $15K-$50K
