PLG GTM Design - Project Details / Task List
Tag: plg-gtm
Total Hours: 125h
Structure: Multi-Milestone (>50h)
Milestone 1: PLG GTM Design - 1. Discovery, Pricing & Journey Architecture
Tag: plg-gtm
Description: Strategic discovery, pricing model design, customer journey mapping, and system architecture for PLG motion
Hours: 60h
Task List: (PLG GTM Design) 1. Discovery & Pricing Strategy
Contains: Parts 1-2
| Task | Est | Description |
|---|---|---|
| 1. Conduct Stakeholder Discovery Sessions | 4h | 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) |
| 2. Analyze Market and TAM for PLG Fit | 3h | 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) |
| 3. Finalize Growth Model PLG Targets | 3h | 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 |
| 4. Define Pricing Model Structure | 4h | 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 |
| 5. Map Upgrade Triggers and Expansion Paths | 3.5h | 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 |
| 6. Finalize Pricing Implementation Requirements | 2.5h | 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 |
Task List: (PLG GTM Design) 2. Journey & Architecture
Contains: Parts 3-4
| Task | Est | Description |
|---|---|---|
| 7. Map Pre-Acquisition Journey | 3.5h | 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 |
| 8. Map Onboarding and Activation Journey | 4h | 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 |
| 9. Map Conversion and Expansion Journey | 4h | 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 |
| 10. Map Decision Trees and Outcomes | 3.5h | 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 |
| 11. Audit Current System Landscape | 3.5h | 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 |
| 12. Design Target System Architecture | 4h | 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 |
| 13. Map Data Model and Object Relationships | 4h | 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 |
| 14. Define Data Governance and Definitions | 3.5h | 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 |
Milestone 2: PLG GTM Design - 2. Operations, Alignment & Implementation
Tag: plg-gtm
Description: CS/Support operations, cross-functional alignment, system implementation, training, and launch
Hours: 65h
Task List: (PLG GTM Design) 3. Operations & Alignment
Contains: Parts 5-6
| Task | Est | Description |
|---|---|---|
| 15. Design Tiered Support Model | 3.5h | 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) |
| 16. Design CS Engagement Model | 4h | 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) |
| 17. Design Billing Operations Model | 4h | 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 |
| 18. Conduct Marketing Alignment Workshop | 2h | 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 |
| 19. Conduct Sales Alignment Workshop | 2h | 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 |
| 20. Conduct Product/Engineering Alignment Workshop | 2h | 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 |
| 21. Conduct Finance Alignment Workshop | 2h | 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 |
| 22. Synthesize Feedback and Finalize Design | 3.5h | 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 |
Task List: (PLG GTM Design) 4. Implementation & Enablement
Contains: Parts 7-8
| Task | Est | Description |
|---|---|---|
| 23. Implement Customer Journey Systems | 6h | 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 |
| 24. Implement System and Data Integrations | 6h | 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 |
| 25. Implement Pricing and Billing Systems | 5h | 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 |
| 26. Implement Reporting and Dashboards | 5h | 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 |
| 27. Create Training Documentation | 3h | 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 |
| 28. Conduct Team Training Sessions | 4h | 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 |
| 29. Launch and Monitor | 4h | 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 |
| 30. Iterate and Optimize | 9h | 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 |
Summary
- Total Milestones: 2 (60h + 65h)
- Total Task Lists: 4 (consolidated from 8 Parts)
- Total Tasks: 30 (one per Step)
- Total Hours: 125h
- Generated from: playbook_plg-gtm-design.md
- Generated on: 2025-12-31