Being product led means putting your product at the center of your organization. Your entire organization. Not just sales and marketing, though product-led growth (PLG) strategies like freemium and built-in virality can turn a product into an acquisition channel. PLG is, of course, a critical component of a product-led organization, but it’s still just one element. It also means rethinking the product with onboarding in mind.
Product-led customer teams ask themselves, “Can our product self-onboard? Can it enable self-renewal and self-expansion?” It means exposing usage data to the highest levels of the organization, putting product analytics on equal footing with the sales, marketing and finance data that typically dominate business intelligence systems. Becoming product led is about creating a common language throughout your organization. Every department speaks product.
Gone are the days when product managers would check off features like some technical beancounter. Today’s product leaders obsess over delivering high-value experiences at every stage of the product journey.
They team with marketing to imagine the product as a customer acquisition tool; they align with sales to maximize trial-to-customer conversions; they partner with customer success to create a virtuous cycle of in-app guidance and insights. In other words, product is woven into the fabric of modern companies. We call these organizations “product led.”
Whether you are far into your march toward becoming a product-led company or you’re just now hearing the concept for the first time, this site will supply resources to accelerate your progress.