Maturity Stages
1. Exploratory
When there’s no formal PLG motion. Teams may be doing small experiments, but metrics are loosely tracked.
Example behaviour: First self-serve flows,small improvements to activation.
2. Emerging
Have clear understanding and definition of an activation moment and growth loop, tracking in place.
Example behaviour: Automating onboarding, removing biggest friction points
3. Scaling
Multiple loops are measured and optimised, and Go-to-Market (GTM) shares goals with Product.
Example behaviour: Expanding referral mechanics, layering engagement campaigns.
4. Embedded
PLG now drives the majority of growth, with Sales and Marketing amplifying Product wins.
Example behaviour: Product is the core acquisition channel, with GTM focused on expansion and upselling.
Common PLG Growth Loops
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1: Acquisition loops
New users bring in other users.
Common strategies: Referrals, viral sharing, integrations that expose your brand.
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2: Engagement loops
Product usage creates value that leads to more usage.
Common strategies: Recurring tasks, habit formation, automation triggers.
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3: Expansion loops
Existing customers increase usage or spend.
Common strategies: Upsells, feature unlocks, usage-based pricing.
Practical levers to test for yourself
There are many ways to tactically approach PLG, but these are common strategic starting points that many of us experts can agree on.
Reduce friction
Shorter onboarding flows, clearer value propositions, fewer required fields.
Make success visible
Dashboards, progress tracking, and tangible wins in the first session.
Instrument everything
Even lightweight tracking beats guessing.
Trigger activation sooner
Identify the “aha” moment and make it happen earlier.
Align GTM and Product team OKRs
Shared goals between sales, marketing, success, and product.
What works
✅ Start small, iterate quickly, measure results
✅ Alignment rituals
✅ PLG as both a product and…
✅ PLG as an organizational capability
What doesn’t
❌ Big-bang redesigns
❌ No strategy or plan
❌ Treating PLG as a one-time “project”
❌ Isolating product from GTM teams
Get started
By answering 5 questions
- Do you know your activation moment/s?
- Do you know your biggest adoption friction point?
- Do you have at least one growth loop actively measured?
- Are GTM and Product aligned on a single growth metric?
- Can you tie budget or resourcing directly to a growth outcome?