This guide introduces product-led growth (PLG) as a strategy that uses the product itself to drive acquisition, retention, and monetization. PLG minimizes customer acquisition costs by reducing reliance on sales and marketing, instead empowering users to discover value through self-service experiences. Success requires a data-driven culture, modern tech stack, experimentation, and cross-functional collaboration across product, marketing, sales, and customer success teams. The guide also explains when PLG isn’t suitable—such as when product value isn’t easily self-discovered or decision-making remains centralized among enterprise buyers.

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