Product-Led Growth Strategy

Design product-led growth motions

by LeadMagic · MIT license · ★ 62 on GitHub

Design product-led growth motions — freemium vs free trial, PQL scoring, self-serve conversion, PLG sales hybrid, and product-led marketing. Use when building a PLG motion, transitioning to self-serve, or optimizing product-led acquisition.

---
name: plg-strategy
description: >-
  Design product-led growth motions — freemium vs free trial, PQL scoring,
  self-serve conversion, PLG sales hybrid, and product-led marketing. Use when
  building a PLG motion, transitioning to self-serve, or optimizing product-led
  acquisition. Triggers on: "product-led growth", "PLG", "freemium", "free trial",
  "self-serve", "PQL", "product qualified lead", "product-led sales", or any
  request about product-driven growth.
license: MIT
compatibility: Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Windsurf, Zed
metadata:
  version: "1.1.0"
  author: LeadMagic
  category: product-led-growth
  tags: [plg, freemium, self-serve, growth, product]
  frameworks:
    [

Overview

PLG means the product is the primary driver of acquisition, retention, and expansion — not sales outreach. The term was coined by OpenView's Blake Bartlett in 2016. By 2026, 97% of B2B buyers prefer to try before they buy. PLG is no longer a competitive advantage — it's table stakes.

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Claude Code (degit)npx degit LeadMagic/gtm-skills/skills/product-led-growth/plg-strategy#main ~/.claude/skills/plg-strategy

Claude.ai / desktopZip the folder and upload it under Settings → Capabilities → Skills.

Codex, Cursor, other agentsPoint them at SKILL.md. The other files are plain text.

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Product-Led Growth Strategy

Overview

When to Use

"Build a PLG motion"
"Should we go freemium or free trial?"
"Set up PQL scoring"
"Transition from sales-led to product-led"
"Design a self-serve conversion flow"

Authoritative Foundations

OpenView (Blake Bartlett, Kyle Poyar, Mackey Craven) — coined PLG. 3 pillars: design for end user, deliver value before capturing value, invest in product with GTM intent. PLG companies 2x more likely to grow 100% YoY.
Wes Bush (ProductLed) — 5 levels of PLG maturity. 434+ companies, $1B+ self-serve revenue. Freemium conversion: 5%. Free trial conversion: 17%.
Kyle Poyar (Growth Unhinged) — PLG benchmarks, pricing, product-led marketing. Activation rate benchmarks: 20-40% normal. → references/kyle-poyar-growth-unhinged.md
Elena Verna (Reforge / Amplitude advisor) — Growth loops over funnels; PQL routing; product-led + sales-assist hybrid. Pair Wes Bush onboarding with Verna loop design. → references/elena-verna-plg-growth.md
Guillermo Rauch (Vercel) — when the buyer is a developer, PLG runs through developer experience: open-source/framework flywheel, ungated docs, and self-serve that pulls enterprise sales. For the developer-specific motion, use developer-gtm.

Step-by-Step Process

Phase 1: Model Selection

Freemium: free forever tier, 5% conversion, longer conversion cycle. Best for products with network effects or high daily usage.
Free Trial: time-limited, 17% conversion, urgency-driven. Best for products with clear time-to-value.
Reverse Trial: start with paid trial, downgrade to freemium. Highest first-month conversion + long-tail from engaged free users.
Hybrid (PLG + Sales): self-serve for SMB, sales-assist for enterprise. Most common at scale.

Phase 2: PQL Scoring

Product Qualified Leads are users showing buying signals through behavior: usage nearing plan limits, feature adoption by new department, multiple users sharing one account, "can we do X?" questions, reference willingness.

Score PQLs and route: Touchless (self-serve upgrade) for low ACV, Sales- assist for mid-market, Enterprise AE for high ACV.

Phase 3: Activation Optimization

The aha moment — the action where value first clicks. Measure time-to-value. Activation rate benchmarks: 20-40% normal. Single-player products aim for 40%+. Multi-player products expect lower.

Phase 4: PLG Metrics

Natural Rate of Growth: % of ARR from organic, product-driven channels. NDR: 130-150% for best-in-class PLG. CAC payback replaced by net new ARR vs cash burned ratio.

Output Format

PLG strategy with model recommendation, PQL scoring model, activation funnel map, and PLG metrics dashboard.

Quality Check

Before delivering, verify:

All required sections are complete
Output matches the user's stated need
Named frameworks are cited for key recommendations
No vague claims — every recommendation has a specific action
Deliverable is ready for operational use, not just conceptual

Common Pitfalls

PLG without product readiness — 97% want to try before buying, but only if the product delivers value in the trial window.
Freemium without conversion path — a free tier without a clear upgrade trigger is a cost center, not a growth engine.
Blended metrics — PLG and sales-led metrics don't mix. Track separately.

Execution Artifacts

references/framework-notes.md — named frameworks, citation anchors, and operating assumptions
templates/output-template.md — copy-paste deliverable structure for the user
scripts/check-output.py — local checklist validator for required sections This skill includes lightweight artifacts the agent can load on demand:
references/elena-verna-plg-growth.md — growth loops, PQL routing
references/kyle-poyar-growth-unhinged.md — PLG benchmarks Use the artifacts when the user asks for an implementation-ready deliverable, a repeatable workflow, or a quality check rather than generic advice.

Implementation Depth

Use this section when the user asks for a finished asset, not a high-level explanation.

Diagnostic Questions

What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?

Framework Application

Map the recommendation explicitly to the named frameworks in this skill:

OpenView PLG Framework: apply only the part that directly improves the requested deliverable.
Wes Bush Product-Led Growth: apply only the part that directly improves the requested deliverable.
Kyle Poyar Growth Unhinged: apply only the part that directly improves the requested deliverable.
Elena Verna PLG Growth Loops: apply only the part that directly improves the requested deliverable.
Blake Bartlett PLG Traits: apply only the part that directly improves the requested deliverable.

Deliverable Standard

A strong output from this skill includes:

A crisp diagnosis of the current situation
A recommended path with tradeoffs, not a generic list
A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan
A measurement plan with leading and lagging indicators
Risks and edge cases called out before execution

Adaptation Rules

For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.
For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.
For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.

developer-gtm: PLG when the buyer is a developer (Vercel/Stripe motion)
freemium-optimization: Deep dive on freemium conversion
pricing-strategy: PLG-specific pricing and packaging
saas-metrics-calculator: PLG-specific metric calculations

1	---
2	name: plg-strategy
3	description: >-
4	Design product-led growth motions — freemium vs free trial, PQL scoring,
5	self-serve conversion, PLG sales hybrid, and product-led marketing. Use when
6	building a PLG motion, transitioning to self-serve, or optimizing product-led
7	acquisition. Triggers on: "product-led growth", "PLG", "freemium", "free trial",
8	"self-serve", "PQL", "product qualified lead", "product-led sales", or any
9	request about product-driven growth.
10	license: MIT
11	compatibility: Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Windsurf, Zed
12	metadata:
13	version: "1.1.0"
14	author: LeadMagic
15	category: product-led-growth
16	tags: [plg, freemium, self-serve, growth, product]
17	frameworks:
18	[
19	OpenView PLG Framework,
20	Wes Bush Product-Led Growth,
21	Kyle Poyar Growth Unhinged,
22	Elena Verna PLG Growth Loops,
23	Blake Bartlett PLG Traits,
24	Guillermo Rauch Vercel Developer GTM,
25	]
26	related_skills:
27	[
28	developer-gtm,
29	freemium-optimization,
30	pricing-strategy,
31	saas-metrics-calculator,
32	]
33	---
34
35	# Product-Led Growth Strategy
36
37	## Overview
38
39	PLG means the product is the primary driver of acquisition, retention, and
40	expansion — not sales outreach. The term was coined by OpenView's Blake
41	Bartlett in 2016. By 2026, 97% of B2B buyers prefer to try before they buy.
42	PLG is no longer a competitive advantage — it's table stakes.
43
44	## When to Use
45
46	- "Build a PLG motion"
47	- "Should we go freemium or free trial?"
48	- "Set up PQL scoring"
49	- "Transition from sales-led to product-led"
50	- "Design a self-serve conversion flow"
51
52	## Authoritative Foundations
53
54	- OpenView (Blake Bartlett, Kyle Poyar, Mackey Craven) — coined PLG. 3
55	pillars: design for end user, deliver value before capturing value, invest
56	in product with GTM intent. PLG companies 2x more likely to grow 100% YoY.
57	- Wes Bush (ProductLed) — 5 levels of PLG maturity. 434+ companies, $1B+
58	self-serve revenue. Freemium conversion: 5%. Free trial conversion: 17%.
59	- Kyle Poyar (Growth Unhinged) — PLG benchmarks, pricing, product-led
60	marketing. Activation rate benchmarks: 20-40% normal.
61	→ `references/kyle-poyar-growth-unhinged.md`
62	- Elena Verna (Reforge / Amplitude advisor) — Growth loops over funnels;
63	PQL routing; product-led + sales-assist hybrid. Pair Wes Bush onboarding
64	with Verna loop design. → `references/elena-verna-plg-growth.md`
65	- Guillermo Rauch (Vercel) — when the buyer is a developer, PLG runs through
66	developer experience: open-source/framework flywheel, ungated docs, and
67	self-serve that pulls enterprise sales. For the developer-specific motion, use
68	`developer-gtm`.
69
70	## Step-by-Step Process
71
72	### Phase 1: Model Selection
73
74	- Freemium: free forever tier, 5% conversion, longer conversion cycle.
75	Best for products with network effects or high daily usage.
76	- Free Trial: time-limited, 17% conversion, urgency-driven. Best for
77	products with clear time-to-value.
78	- Reverse Trial: start with paid trial, downgrade to freemium. Highest
79	first-month conversion + long-tail from engaged free users.
80	- Hybrid (PLG + Sales): self-serve for SMB, sales-assist for enterprise.
81	Most common at scale.
82
83	### Phase 2: PQL Scoring
84
85	Product Qualified Leads are users showing buying signals through behavior:
86	usage nearing plan limits, feature adoption by new department, multiple
87	users sharing one account, "can we do X?" questions, reference willingness.
88
89	Score PQLs and route: Touchless (self-serve upgrade) for low ACV, Sales-
90	assist for mid-market, Enterprise AE for high ACV.
91
92	### Phase 3: Activation Optimization
93
94	The aha moment — the action where value first clicks. Measure time-to-value.
95	Activation rate benchmarks: 20-40% normal. Single-player products aim for
96	40%+. Multi-player products expect lower.
97
98	### Phase 4: PLG Metrics
99
100	Natural Rate of Growth: % of ARR from organic, product-driven channels.
101	NDR: 130-150% for best-in-class PLG. CAC payback replaced by net new ARR
102	vs cash burned ratio.
103
104	## Output Format
105
106	PLG strategy with model recommendation, PQL scoring model, activation
107	funnel map, and PLG metrics dashboard.
108
109	## Quality Check
110
111	Before delivering, verify:
112
113	- [ ] All required sections are complete
114	- [ ] Output matches the user's stated need
115	- [ ] Named frameworks are cited for key recommendations
116	- [ ] No vague claims — every recommendation has a specific action
117	- [ ] Deliverable is ready for operational use, not just conceptual
118
119	## Common Pitfalls
120
121	1. PLG without product readiness — 97% want to try before buying, but
122	only if the product delivers value in the trial window.
123	2. Freemium without conversion path — a free tier without a clear
124	upgrade trigger is a cost center, not a growth engine.
125	3. Blended metrics — PLG and sales-led metrics don't mix. Track separately.
126
127	## Execution Artifacts
128
129	- `references/framework-notes.md` — named frameworks, citation anchors, and operating assumptions
130	- `templates/output-template.md` — copy-paste deliverable structure for the user
131	- `scripts/check-output.py` — local checklist validator for required sections
132	This skill includes lightweight artifacts the agent can load on demand:
133	- `references/elena-verna-plg-growth.md` — growth loops, PQL routing
134	- `references/kyle-poyar-growth-unhinged.md` — PLG benchmarks
135	Use the artifacts when the user asks for an implementation-ready deliverable, a repeatable workflow, or a quality check rather than generic advice.
136
137	## Implementation Depth
138
139	Use this section when the user asks for a finished asset, not a high-level explanation.
140
141	### Diagnostic Questions
142
143	1. What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
144	2. Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
145	3. What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
146	4. What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
147	5. What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?
148
149	### Framework Application
150
151	Map the recommendation explicitly to the named frameworks in this skill:
152
153	- OpenView PLG Framework: apply only the part that directly improves the requested deliverable.
154	- Wes Bush Product-Led Growth: apply only the part that directly improves the requested deliverable.
155	- Kyle Poyar Growth Unhinged: apply only the part that directly improves the requested deliverable.
156	- Elena Verna PLG Growth Loops: apply only the part that directly improves the requested deliverable.
157	- Blake Bartlett PLG Traits: apply only the part that directly improves the requested deliverable.
158
159	### Deliverable Standard
160
161	A strong output from this skill includes:
162
163	- A crisp diagnosis of the current situation
164	- A recommended path with tradeoffs, not a generic list
165	- A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan
166	- A measurement plan with leading and lagging indicators
167	- Risks and edge cases called out before execution
168
169	### Adaptation Rules
170
171	- For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.
172	- For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.
173	- For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.
174
175	## Related Skills
176
177	- developer-gtm: PLG when the buyer is a developer (Vercel/Stripe motion)
178	- freemium-optimization: Deep dive on freemium conversion
179	- pricing-strategy: PLG-specific pricing and packaging
180	- saas-metrics-calculator: PLG-specific metric calculations
181