Thread by @nrmehta

Efficient growth is suddenly cool again. And few things are more scalable than Product-Led Growth (PLG). But how much is hype versus reality? We commissioned a study with @RevOps2 of 600 SaaS companies to find out. Thread 🧵

SaaS is gravitating towards PLG – A PLG motion already exists in 58% of surveyed companies, 91% of surveyed companies adopting PLG plan to increase their investment in PLG strategies, and 47% are planning to double their investment in PLG strategies.

Even though PLG Motion exists in 58% of companies, most companies are not effectively tracking PLG metrics. Just 17% of respondents reported tracking #TTV, 26% track activation rate, and 24% track PQLs.

36% of our survey respondents use product usage data to predict customer retention and 38% of respondents also use that data to identify expansion opportunities.

Who doesn’t love a good freemium? 43% of companies use free trials to optimize their customer acquisition. 32% of respondents applied a low-cost or freemium model as part of a land-and-expand motion.

The #Product org is responsible for monitoring free account customers in 28% of cases and converting free accounts to paid in 18% of cases. Sales is involved in conversion 25% of the time.

Almost half (46%) of respondents are leveraging in-product engagement tools. This means the other half are missing a critical opportunity to leverage their product by creating personalized experiences.

The criteria for PQL is highly variable. Only 24% of respondents agreed that usage level and account sign-ups were important criteria for identifying PQLs.

Product teams are only responsible for upsell opportunities 10% of the time, with 29% managed by Sales and 28% attributed to Customer Success.

What has surprised you the most about these PLG findings? Are some of these findings consistent with what you’re seeing at your organization? You can download our 2022 Product-Led Growth Index here: bit.ly/3LtpPTL