// GTM
PLG
Also known as Product-Led Growth
Product-Led Growth, a GTM motion where the product itself is the primary acquisition and expansion driver.
In depth
PLG companies use a free or self-serve product surface (freemium, free trial, open-source core) as the top of funnel, with sales layered in only for expansion into teams and enterprises. Canonical examples: Slack, Figma, Notion, Linear. The economics only work if activation is fast, viral loops exist, and the product can convert without a human touch.
Related terms
PLG 2026
Shorthand for the post-ZIRP evolution of PLG: usage-based pricing, product-qualified accounts, and hybrid sales-assist motions.
GTM
Go-To-Market, the full system of how a company acquires, sells to, and expands customers.
Activation
The moment a new user completes the action that reliably predicts long-term retention.