All termsGROWTH & ACQUISITION

PLG

Product-Led Growth

Also known as: Product Led Growth

DEFINITION

A go-to-market motion where the product itself is the primary driver of acquisition, activation, and expansion — rather than sales.

In depth

PLG is the dominant model for modern self-serve SaaS (Figma, Notion, Linear, Loom). The product is free to try, fast to value, and viral within teams. Sales exists — but to close enterprise, not drive new-logo acquisition.

PLG is not "no sales". The most successful PLG companies layer a sales team on top, once usage in an account crosses a threshold.

Related terms

Freemium
A pricing model that offers a functional free tier indefinitely, with paid tiers unlocking expanded usage, features, or support.
NRR
The percentage of revenue retained from existing customers after accounting for expansion, contraction, and churn.

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Last reviewed 14 April 2026 by Abhi Verma.