Conventional wisdom says that you can't pivot an enterprise SaaS company to Product Led Growth.
I understand where that view comes from.
Don’t get me wrong: there are *plenty* of challenges in PLG-ifying a business. Doing so takes a strong commitment from the top and the patience to invest before seeing immediate results. Here are just a few potential stumbling blocks that might lie ahead.
Lack of internal DNA and skills: Enterprise-centered products thrive on complexity and product completeness; checking every requirement on the RFP. PLG is all about time to value and simplifying the product experience down to its core. The team that built your existing business might not be the team that can transform it.
Lack of internal buy-in: It’s hard to make the case to invest product & engineering resources into a self-service motion when the lion’s share of ARR comes from large enterprise customers whose requirements are too complex for a touchless purchase. Expect to see tensions between the PLG team and the rest of the org over website real estate, which leads can go to Sales, and much more.
Lack of immediate pay-off: Monetization doesn’t happen immediately. It can take multiple quarters if not years before a PLG motion generates a substantial revenue contribution. If you’re looking for quick revenue, look elsewhere.
But I’m here to tell you that PLG-ifying your business is worth the investment. And I’ve got plenty of success stories to share.
Next time someone tells you that it’s impossible to pivot to PLG, show them this.
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