In a Product Led Growth (PLG) business, your product is a primary driver of how you acquire, convert, and expand your customers.
But who actually owns “growth” at a PLG company?1
Is it Product, since they’re responsible for building a product that users fall in love with, decide to purchase, and want to share with their friends?
What about Growth, which has the benefit of having the word “growth” in the name and has a strategic view of the company’s unique growth loop?
Or could it be the Marketing team, which builds messaging and runs campaigns which should drive growth?
In this newsletter, I’ll take a stab at defining what Product, Growth, and Marketing should *ideally* look like in a growing PLG business. Plus, I’ll cover where to draw the lines around each team, what skills to look for when hiring, and the main areas of collaboration.
Keep in mind that org structures and roles inevitably evolve as a company matures. It’s influenced by company funding, existing skill set, the product ca…
Keep reading with a 7-day free trial
Subscribe to Kyle Poyar’s Growth Unhinged to keep reading this post and get 7 days of free access to the full post archives.