Publications
Publications
- September 22, 2023
- Harvard Business Review (website)
How Software Companies Can Avoid the Trap of Product-Led Growth
By: Jeffrey J. Bussgang and Oliver Jay
Abstract
Companies like Slack and Dropbox have pioneered the use of Product-Led Growth (PLG). They start by building a product that’s indispensable for small teams, then count on low friction and customer advocates to expand throughout the organization. PLG works, at least at first. But it can create challenges for growing companies. The answer isn’t to reject PLG. It’s to embrace it — but to plan ahead. Eventually, even the best PLG company will need an enterprise sales strategy which takes years to develop. Don’t wait until product-led growth stalls to plan for a multi-pronged sales strategy.
Keywords
Citation
Bussgang, Jeffrey J., and Oliver Jay. "How Software Companies Can Avoid the Trap of Product-Led Growth." Harvard Business Review (website) (September 22, 2023).