Apr 8, 2025
What Some Execs Get Wrong About Product-Led Growth
Some execs get product-led growth wrong.
They confuse it for a team chart shift. Treat the product team like glorified BAs. Let sales keep owning the funnel.
But product-led growth isn't a structural tweak. It's a go-to-market motion. Product isn't there to “gather requirements” - it drives the entire engine. From first click to expansion. Sales doesn't disappear but it stops being the gate. It becomes a guide.
Leave product out of the funnel and you're not doing PLG. Putting lipstick on a sales funnel.
They confuse it for a team chart shift. Treat the product team like glorified BAs. Let sales keep owning the funnel.
But product-led growth isn't a structural tweak. It's a go-to-market motion. Product isn't there to “gather requirements” - it drives the entire engine. From first click to expansion. Sales doesn't disappear but it stops being the gate. It becomes a guide.
Leave product out of the funnel and you're not doing PLG. Putting lipstick on a sales funnel.
About Max Antonov
I'm a father of three from Sydney, a Product Director and a Product Coach. I write about product management and run the Product Manager community.
Feel free to reach out: [email protected].
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