How Software Companies Can Avoid the Trap of Product-Led Growth

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Companies like Slack and Dropbox have pioneered the use of Product-Led Growth (PLG). They start by building a product that's indispensable for small teams, then count on low friction and customer advocates to expand throughout the organization. PLG works, at least at first. But it can create challenges for growing companies. The answer isn't to reject PLG. It's to embrace it — but to plan ahead. Eventually, even the best PLG company will need an enterprise sales strategy which takes years to develop. Don't wait until product-led growth stalls to plan for a multi-pronged sales strategy.

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