How to communicate product-led growth Roadmap to Stakeholders

Nobody understands our PLG roadmap 😰

Here's how we got PLG buy-in from leadership

What are effective ways to communicate a PLG-focused roadmap to stakeholders?

We launched PLG in 2022

It was until 6 months in

Our numbers became more stable

We can present to leaderships the trend on

- ARR growth

- Number of customers

- Free-to-paid %

- PQL

- Sign-up rate

After that, we would dive into the impact areas

♦️ How do we improve free-to-paid %

♦️ Whats the major blockers?

♦️ What are we prioritizing?

Framing this help stakeholders understand

… Macro level business impact 📊

Then what we can do to drive more growth

For us, most of the blockers were in…

▶️ Onboarding & Activation

▶️ Paywalls

We drew out the funnel

Where drops-off are happening

And where we need to improve

Collaboratively with the help of

Engineers, and Designers

Marketers

Customer Support

And other Product Managers

Resources are lined up

How can the PLG roadmap support the Sales-led roadmap? And Vice-versa?

This was very challenging

You don't want to build 2 different products

However you are supporting different customer segments

And they have different needs

And different level of supports

Sales-led typically has

- A high touch model

- More advance needs

- Premium support to guide them

Product-led typically has

- A tech-touch model

- Essential needs

- Self-serve guidance

Throughout time, we then saw the Venn diagram

Moving the benefits of an excellent

Self-serve experience 👈

And

Tech-touch model 👈

Will translate over to the Sales-led

This gives room for

Customer Success teams to dive deeper

Into …

👍🏼 Introducing advanced features

👍🏼 Gather insights

👍🏼 Developing relationships

Improvements in the PLG experience

Will translate to SLG improvements

What changes are needed in the product development process to support a PLG strategy?

For PLG roadmap

Speed of execution is key

We have

Higher volume of sign-ups

Larger customer base

Many more users

By

- Being data driven

- Having an experimentation mindset

- Going after low-effort high impact tasks

We are collecting usage data

Feedback from onboarding customers

Helps us better prepare for

Experimentations and iterative updates

Whether testing tooltips, paywalls, tech-touches

We are focusing on improving PLG experience

Creating an onboarding flow thats self-served

And supporting education materials

To help customers activate quickly

That product development culture

Needs to be establish

To unlock PLG more effectively

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I am Gary Yau Chan. 3x Head of Growth. Product Growth specialist. 26x hackathon winner. I write about #PLG and #BuildInPublic. Please follow me on LinkedIn, or read about what you can hire me for on my Notion page.