Start PLG with Conviction, Not Pricing, for CEOs
If a $10M+ sales-led CEO asked me to help them implement PLG, here's exactly how I'd approach it I would not start with pricing or a free trial. I would start with the PLG preflight checklist Because most companies do not fail at PLG in execution. They fail before they even begin. Step 1: Nail the conviction If the founder/CEO does not believe in PLG, it will not last. PLG cannot be a side project. It has to be core to how you make your vision real. Canva is a great example. If your mission is to democratize design for everyone, you cannot do that with a pure sales-led motion. PLG is not optional. It is the only way to make the vision come to life. Step 2: Get leadership commitment I'm not just talking about verbal support here... Ask: → Is PLG a top 3 priority for the next year? → What % of our budget is going towards PLG? → Does every leader get it and want it? If the answers is fuzzy, the commitment is weak. Step 3: Build the right capabilities This is where most sales-led companies get stuck. Sales-led and product-led companies win with different strengths. Product-led teams are usually stronger at: → UI/UX → R&D → reducing friction → getting users to value fast If your design is weak, your free-to-paid conversion will show it. If your team does not understand that PLG is about getting users to value before they pay, you will struggle. You do not need to replace your whole team. But you may need to hire a few A players and upgrade your team's skills. Step 4: Construct a winning PLG motion It should be: → Easy to sign up for → Fast to value → Simple to upgrade You can do Steps 1-3 well and still mess this up. Then you say, "PLG does not work." No. The PLG motion isn't setup right. Step 5: Get your PLG motion to drive the majority of your revenue If PLG does not generate or influence most of your revenue over time, it will not stick. That does not mean every user has to self-serve. It means most people should experience value quickly through a free motion. Even if sales is still involved, this changes the game. Now your reps talk to users who already felt the value. That is a much easier sale than explaining what the product does. This is how I would start rolling out PLG in a $10M+ sales-led company. P.S. I break this whole process down in Chapter 6 of my new PLG book. You can grab a copy below. https://lnkd.in/ebdeHaGj
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