From the course: Engineering Product-Led Growth
Join today to access over 24,200 courses taught by industry experts.
Why are businesses doing PLG?
From the course: Engineering Product-Led Growth
Why are businesses doing PLG?
- Why are businesses doing product-led growth? PLG has become a popular go-to market model for B2B software companies the last few years. This popularity has been driven by change in buying behavior, as well as successful companies proving the power of the model. Let's start by looking at the buying behavior for B2B software. OpenView Partners, a venture capital company that also coined the term product-led growth, have created a great historic overview of the buying behavior for B2B software covering three eras. According to their overview, we started in the CIO Era where vendors sold software to the Chief Information Officer. The software was on-premise and expensive, and it was sold by visiting the customers in person. Then in the 2000s, we moved to the Exec Era, where software as a service was introduced, software moved to the cloud, and vendors started selling software to the business executives. For instance, the sales leader instead of the IT team. Software also became cheaper…
Download courses and learn on the go
Watch courses on your mobile device without an internet connection. Download courses using your iOS or Android LinkedIn Learning app.