https://sarahguo.com/blog/designing-for-buying

Product-oriented teams are triumphantly declaring, “Sales and marketing had their time. The future is product-led growth.” In other words: if you build it, users will come. We at Greylock are longtime investors in product-led growth (PLG) companies such as Clockwise, Clubhouse, Coda, Demisto, Dropbox, Figma, Quip and Sqreen. I’ve recently invested in this trend of end-users becoming increasingly networked into communities, and therefore increasingly powerful. We understand the power of bottoms-up distribution. But we also continually see great product founders get caught flat-footed, underachieving against their growth goals when they rely solely on organic end-user adoption as their go-to-market (GTM) strategy, rather than as part of a whole-company system. Let’s look at the limits of PLG, a playbook for incorporating it into a more complete GTM strategy, and some of the unique challenges of getting this right.

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• Mitul Shah