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PLG GTM Design - Playbook

1. Definition​

What it is: A strategic and technical implementation project that designs and builds a complete Product-Led Growth go-to-market motion, including customer journey mapping, system architecture, pricing/billing integration, and cross-functional alignment to enable self-serve acquisition that feeds into sales-led expansion.

What it is NOT: Not a product development project (building features). Not a simple free trial setup (that's a feature, not a GTM motion). Not a CRM implementation alone (PLG requires end-to-end system integration). Not a marketing automation project (though marketing alignment is a component).

2. ICP Value Proposition​

Pain it solves: Company wants to add a PLG motion but has no architecture for how product users become leads, how usage data flows to sales, how billing handles both self-serve and enterprise, or how CS/Support scales across customer tiers. Current systems are designed for sales-led only and cannot support a hybrid motion.

Outcome delivered: Complete PLG GTM design with mapped customer journeys, system architecture, pricing/billing integration plan, and cross-functional alignment across Marketing, Sales, CS, Product, Engineering, and Finance. Clear handoff triggers from self-serve to sales-assisted. Unified data model connecting product usage to CRM records.

Who owns it: VP of Revenue Operations or Chief Revenue Officer, with heavy involvement from VP Product and VP Finance.

3. Implementation Procedure​

Part 1: Discovery & Growth Model Alignment​

Step 1: Conduct Stakeholder Discovery Sessions​

Step Overview: Meet with key stakeholders across GTM functions to understand current state, pain points, and PLG objectives. End state: Documented stakeholder requirements and success criteria for PLG motion.

  • Schedule 1:1 discovery calls with VP Sales, VP Marketing, VP Product, VP CS, and Finance lead
  • Document current GTM motion (fully sales-led vs. any existing self-serve elements)
  • Capture specific pain points each function faces with current motion
  • Identify existing tools and systems in play across all functions
  • Align on PLG objectives: is this additive (new segment) or transformational (shift primary motion)?
  • Document constraints (budget, timeline, engineering capacity)

Step 2: Analyze Market and TAM for PLG Fit​

Step Overview: Validate that PLG is appropriate for target market segments and identify which customer profiles are best suited for self-serve. End state: PLG market map identifying target segments and expected behavior patterns.

  • Review ICP documentation and segment by company size/complexity
  • Identify which segments have low-touch buying behavior (SMB vs. enterprise)
  • Research competitor PLG motions in the space for benchmarking
  • Map expected user personas who would enter via PLG (end users vs. buyers)
  • Document segment-specific requirements (e.g., SMB self-serve, Mid-market hybrid, Enterprise sales-led)

Step 3: Finalize Growth Model PLG Targets​

Step Overview: Establish specific KPIs and targets for the PLG motion aligned to overall company growth model. End state: Documented PLG targets integrated into growth model with clear metrics definitions.

  • Review existing growth model and EOY bookings targets
  • Define PLG-specific metrics: sign-up volume, activation rate, free-to-paid conversion, PQL volume
  • Set targets for each metric based on market sizing and benchmarks (3-5% free-to-paid is best-in-class)
  • Align Product team on what "activation" means (specific feature usage thresholds)
  • Define Net Revenue Retention (NRR) targets for PLG cohorts (aim for 120%+)
  • Document how PLG metrics roll up to overall bookings targets

Part 2: Pricing Strategy & Freemium Design​

Step 1: Define Pricing Model Structure​

Step Overview: Design the pricing architecture including free tier, paid tiers, and enterprise pricing relationship. End state: Documented pricing model with clear tier definitions and upgrade paths.

  • Evaluate freemium vs. free trial vs. hybrid approach based on product complexity
  • Define free tier value proposition (enough to hook, not enough to fully satisfy)
  • Design paid tier structure (1-3 self-serve tiers is optimal)
  • Document feature gates between tiers (what triggers upgrade consideration)
  • Define relationship between PLG pricing and enterprise agreement pricing
  • Identify any cannibalization risks between PLG and existing sales-led deals

Step 2: Map Upgrade Triggers and Expansion Paths​

Step Overview: Define specific usage patterns and behaviors that indicate upgrade readiness. End state: Documented PQL criteria and expansion trigger definitions ready for implementation.

  • Define Product Qualified Lead (PQL) criteria based on usage thresholds
  • Map user behaviors that correlate with upgrade intent (seats added, features tried, usage frequency)
  • Design expansion triggers for sales outreach (e.g., team size > X, feature limit hit)
  • Define hand-off timing from self-serve to sales-assisted
  • Document upsell paths (same user upgrading) vs. expansion paths (new users in same account)
  • Align Sales on when to engage vs. when to let self-serve continue

Step 3: Finalize Pricing Implementation Requirements​

Step Overview: Document technical and operational requirements for pricing implementation. End state: Requirements document ready for billing system implementation.

  • Document pricing display requirements (public pricing page, in-app pricing)
  • Define billing frequency options (monthly, annual, usage-based components)
  • Identify discount and promotion capabilities needed
  • Document enterprise agreement exceptions and override requirements
  • Define revenue recognition requirements with Finance
  • Identify ERP integration requirements for revenue reporting

Part 3: Customer Journey Mapping​

Step 1: Map Pre-Acquisition Journey​

Step Overview: Document all touchpoints and paths a user takes before signing up for the product. End state: Pre-acquisition journey map with channel attribution points.

  • Identify all acquisition channels (organic, paid, referral, product viral loops)
  • Map website conversion paths to sign-up
  • Document trial/freemium sign-up flow and required information
  • Define attribution tracking requirements for each channel
  • Map content touchpoints that support awareness and consideration
  • Document competitive evaluation stage if applicable

Step 2: Map Onboarding and Activation Journey​

Step Overview: Design the complete onboarding experience from sign-up to activation milestone. End state: Onboarding journey with activation gates and drop-off intervention points.

  • Define the critical "aha moment" that indicates activation
  • Map steps from sign-up to activation (aim for minutes/hours, not days)
  • Identify onboarding friction points and required improvements
  • Design intervention triggers for users who stall (emails, in-app prompts)
  • Document onboarding variations by user persona if needed
  • Define success criteria for onboarding complete

Step 3: Map Conversion and Expansion Journey​

Step Overview: Document the journey from free user to paying customer and subsequent expansion. End state: Conversion and expansion journey with clear handoff points to sales.

  • Map free-to-paid conversion triggers and prompts
  • Design upgrade flow (in-app, checkout, sales-assisted options)
  • Document expansion journey (adding seats, upgrading tiers)
  • Define when sales involvement begins (PQL threshold, deal size, enterprise signals)
  • Map hand-off process from product to sales
  • Document post-conversion journey including renewal touchpoints

Step 4: Map Decision Trees and Outcomes​

Step Overview: Document all possible user decisions and outcomes throughout the journey. End state: Comprehensive decision tree covering all user paths.

  • Map all decision points where users choose a path (upgrade, stay free, churn)
  • Document outcomes for each decision (what happens next in system)
  • Identify churned user re-engagement paths
  • Define dormant user reactivation triggers
  • Map failed payment and recovery flows
  • Document account deletion/downgrade processes

Part 4: System & Data Architecture Design​

Step 1: Audit Current System Landscape​

Step Overview: Document all existing systems and their capabilities relevant to PLG motion. End state: Current state system map with identified gaps.

  • Inventory all current GTM systems (CRM, marketing automation, CS platform)
  • Document current data flows between systems
  • Identify gaps in current stack for PLG requirements (product analytics, usage tracking)
  • Assess CRM readiness for PLG records (can it handle high-volume, low-touch leads?)
  • Evaluate billing system capabilities for self-serve transactions
  • Document integration limitations and technical debt

Step 2: Design Target System Architecture​

Step Overview: Create the target state architecture for PLG motion with all required systems and integrations. End state: System architecture diagram with integration requirements.

  • Define product analytics/usage tracking solution (Amplitude, Mixpanel, Heap)
  • Design usage data pipeline from product to CRM/data warehouse
  • Map PQL scoring model and where it lives (CRM, separate tool)
  • Define reverse ETL requirements for syncing enriched data to tools
  • Design self-serve billing integration (Stripe, Chargebee, Recurly)
  • Document required CRM customizations for PLG records and workflows

Step 3: Map Data Model and Object Relationships​

Step Overview: Define how PLG data objects relate to existing CRM data model. End state: Data model documentation showing object relationships.

  • Define PLG-specific objects (Product Users, Usage Events, PQLs)
  • Map relationship between Product Users and CRM Contacts/Leads
  • Design account hierarchy for PLG (self-serve accounts vs. enterprise accounts)
  • Define data matching and deduplication rules
  • Document field mappings from product to CRM
  • Design unified person/account model across systems

Step 4: Define Data Governance and Definitions​

Step Overview: Establish standardized definitions for all PLG metrics and data elements. End state: Data dictionary with agreed definitions across all teams.

  • Define MQL, SQL, PQL criteria and document formally
  • Create activation definition with specific thresholds
  • Define conversion event and timestamp
  • Document expansion and churn definitions
  • Align all teams on metric calculations
  • Create data dictionary and distribute to teams

Part 5: CS, Support & Billing Operations Design​

Step 1: Design Tiered Support Model​

Step Overview: Create support structure that scales across free users, self-serve paid, and enterprise. End state: Tiered support model with SLAs and staffing requirements.

  • Define support tiers by customer type (free, self-serve paid, enterprise)
  • Set SLA expectations for each tier (response time, resolution time)
  • Design self-serve support resources (knowledge base, chatbot, community)
  • Define escalation paths from self-serve to human support
  • Identify staffing requirements for anticipated volume
  • Document support tooling requirements (Zendesk, Intercom, Front)

Step 2: Design CS Engagement Model​

Step Overview: Create customer success model for PLG customers with clear engagement triggers. End state: CS engagement model with automation and human touchpoints defined.

  • Define CS-touch vs. tech-touch segments based on customer value
  • Design automated success plays (onboarding emails, usage prompts)
  • Define human CS engagement triggers (high-value accounts, churn risk)
  • Map hand-off points from CS to Sales for expansion opportunities
  • Design health scoring model for PLG customers
  • Document CS tooling requirements (Gainsight, ChurnZero, Vitally)

Step 3: Design Billing Operations Model​

Step Overview: Create billing operations structure to handle both self-serve and enterprise billing. End state: Billing operations model with processes and system requirements.

  • Define billing operations ownership (Finance vs. RevOps vs. shared)
  • Design self-serve billing flows (upgrades, downgrades, cancellations)
  • Map enterprise billing exceptions and manual processes
  • Define dunning and failed payment recovery processes
  • Document revenue recognition requirements and processes
  • Design billing data sync to ERP and financial systems
  • Identify audit and compliance requirements

Part 6: Cross-Functional Alignment & Feedback​

Step 1: Conduct Marketing Alignment Workshop​

Step Overview: Align Marketing team on PLG motion requirements including attribution, reporting, and campaign integration. End state: Documented Marketing alignment on PLG motion.

  • Present PLG customer journey and Marketing touchpoints
  • Align on attribution model for PLG acquisitions
  • Define Marketing's role in PQL nurturing vs. sales handoff
  • Design cross-sell/upsell campaign integration with product usage data
  • Agree on reporting and dashboards Marketing needs
  • Document Marketing system integration requirements

Step 2: Conduct Sales Alignment Workshop​

Step Overview: Align Sales team on PLG motion including lead handoff, territory, and compensation implications. End state: Documented Sales alignment on PLG motion.

  • Present PLG customer journey and Sales engagement points
  • Define PQL handoff criteria and process
  • Address territory and account assignment for PLG accounts
  • Discuss compensation implications for PLG-sourced deals
  • Align on sales tools and data access requirements
  • Document concerns and required process changes

Step 3: Conduct Product/Engineering Alignment Workshop​

Step Overview: Align Product and Engineering on technical requirements and data integration. End state: Documented technical requirements and engineering commitments.

  • Present system architecture and integration requirements
  • Review data pipeline requirements from product to GTM systems
  • Align on product instrumentation needs (event tracking, usage data)
  • Discuss billing integration technical requirements
  • Define Engineering capacity allocation for GTM integrations
  • Document technical dependencies and timeline

Step 4: Conduct Finance Alignment Workshop​

Step Overview: Align Finance on pricing, billing, and revenue recognition requirements. End state: Documented Finance alignment and compliance requirements.

  • Present pricing model and billing operations design
  • Review revenue recognition requirements for self-serve vs. enterprise
  • Align on ERP integration requirements
  • Discuss audit and compliance considerations
  • Define Finance reporting requirements
  • Document Finance approval requirements for pricing changes

Step 5: Synthesize Feedback and Finalize Design​

Step Overview: Incorporate feedback from all stakeholder workshops into final design. End state: Finalized PLG GTM design document with all stakeholder sign-off.

  • Compile feedback from all alignment workshops
  • Identify conflicts and propose resolutions
  • Update customer journey maps based on feedback
  • Update system architecture based on technical feedback
  • Update pricing model based on Finance feedback
  • Obtain final sign-off from all stakeholders

Part 7: Implementation Execution​

Step 1: Implement Customer Journey Systems​

Step Overview: Build and configure systems to support the designed customer journey. End state: Customer-facing journey systems live and tested.

  • Configure marketing automation for PLG nurture flows
  • Set up product analytics and event tracking
  • Implement onboarding automation sequences
  • Configure PQL scoring and routing in CRM
  • Build expansion trigger automations
  • Test end-to-end journey flows with test accounts

Step 2: Implement System and Data Integrations​

Step Overview: Build data pipelines and integrations between product, CRM, and GTM systems. End state: Data flowing between systems with quality validated.

  • Configure usage data sync from product to data warehouse
  • Set up reverse ETL to CRM and marketing tools
  • Implement identity resolution and data matching
  • Build PQL scoring model and deploy
  • Configure CRM fields, objects, and workflows
  • Validate data quality and sync reliability

Step 3: Implement Pricing and Billing Systems​

Step Overview: Configure billing systems for self-serve and enterprise hybrid model. End state: Billing system live and processing test transactions.

  • Configure billing platform (Stripe, Chargebee) with pricing tiers
  • Implement upgrade/downgrade flows in product
  • Set up billing data sync to CRM
  • Configure ERP integration for revenue recognition
  • Implement dunning and payment recovery flows
  • Test end-to-end billing scenarios

Step 4: Implement Reporting and Dashboards​

Step Overview: Build reporting infrastructure for PLG metrics and visibility. End state: Dashboards live for all stakeholder teams.

  • Build PLG funnel dashboard (sign-ups, activation, conversion, expansion)
  • Create PQL pipeline reporting for Sales
  • Build usage and health dashboards for CS
  • Configure attribution reporting for Marketing
  • Create executive dashboard with key PLG metrics
  • Set up automated reporting cadence

Part 8: Training, Enablement & Optimization​

Step 1: Create Training Documentation​

Step Overview: Develop comprehensive documentation for all teams on new PLG processes and systems. End state: Complete documentation package ready for training delivery.

  • Document PLG customer journey for all teams
  • Create CRM and system user guides
  • Build process runbooks for each function
  • Document escalation paths and edge cases
  • Create FAQ document based on stakeholder questions
  • Develop quick-reference guides for daily use

Step 2: Conduct Team Training Sessions​

Step Overview: Train each GTM function on their role in the PLG motion with hands-on workshops. End state: All teams trained and confident in new processes.

  • Schedule dedicated training sessions for each team
  • Deliver Marketing training: attribution, PQL nurturing, campaign integration
  • Deliver Sales training: PQL handoff, account engagement, compensation
  • Deliver CS training: health scoring, engagement triggers, expansion handoffs
  • Deliver RevOps/Ops training: system administration, reporting, troubleshooting
  • Record sessions for future onboarding

Step 3: Launch and Monitor​

Step Overview: Execute go-live and monitor for issues during initial launch period. End state: PLG motion live with active monitoring and rapid issue resolution.

  • Define go-live checklist and success criteria
  • Execute phased rollout (internal testing, limited pilot, full launch)
  • Set up monitoring for system health and data quality
  • Establish war room for first 2 weeks post-launch
  • Track early metrics against targets
  • Document and resolve issues in real-time

Step 4: Iterate and Optimize​

Step Overview: Analyze initial results and continuously optimize the PLG motion. End state: Optimization roadmap with prioritized improvements.

  • Review metrics after 30, 60, 90 days
  • Identify conversion funnel drop-off points
  • Gather user feedback on onboarding and upgrade experience
  • Analyze PQL-to-close conversion and refine scoring model
  • Identify system or process bottlenecks
  • Prioritize optimization initiatives based on impact
  • Establish ongoing optimization cadence

4. Dependencies & Inputs​

What must exist before starting:

  • Company has a product with potential for self-serve usage (not purely enterprise/complex)
  • Executive commitment to PLG as a strategic motion (not just an experiment)
  • Existing CRM (Salesforce or HubSpot) with stable data foundation
  • Product team capacity for analytics instrumentation and billing integration
  • Engineering capacity for data pipeline and integration work

What client must provide:

  • Access to all GTM system admins and documentation
  • Product analytics access or ability to instrument
  • Finance and legal review capacity for pricing and billing decisions
  • Stakeholder availability for discovery and alignment workshops
  • Decision-making authority to approve cross-functional changes
  • Budget for new tooling if gaps exist (billing, product analytics, etc.)

5. Common Pitfalls​

  • Pitfall 1: Treating PLG as a marketing project rather than a cross-functional GTM transformation. --> Mitigation: Involve Product, Engineering, Finance, and Sales from Day 1, not just Marketing and RevOps.

  • Pitfall 2: Unclear handoff between self-serve and sales-assisted creates friction and lost deals. --> Mitigation: Define explicit PQL criteria and handoff triggers with Sales buy-in before implementation.

  • Pitfall 3: Billing system cannot handle hybrid self-serve + enterprise model, causing revenue recognition issues. --> Mitigation: Conduct billing system assessment early and involve Finance in pricing design from the start.

  • Pitfall 4: Product usage data doesn't flow reliably to CRM, leaving Sales blind to engagement signals. --> Mitigation: Validate data pipeline architecture and quality before building downstream automations.

  • Pitfall 5: Teams operate on different metric definitions (MQL vs. PQL vs. SQL), creating confusion and misaligned incentives. --> Mitigation: Establish formal data dictionary with all teams before implementation and enforce through RevOps governance.

6. Success Metrics​

  • Leading Indicator: PQL volume and activation rate within first 30 days of launch (are users signing up and reaching activation milestone?)
  • Lagging Indicator: Free-to-paid conversion rate and PLG-sourced bookings at 90 days (is the motion generating revenue?)