How do you define PLG? What role do you, as a PMM play in it?

Every successful SaaS company needs to find, activate, retain, and monetize users. Product-led growth (PLG) is a strategy that aims to make the product—as opposed to sales or marketing teams—the primary (or only) way that users hit these milestones.

Just like being a PMM at a sales-led company, you need to:

• Define your user

• Define your buyer

• Understand the urgent problems they want to solve

• Understand the habits you want them to keep/break

• Understand the value they get from your product (and their willingness to pay)
  

Every PMM needs to provide these insights and build stories around them to win the market. The big difference for PLG PMMs is how you arrive at these insights and who you influence.

Product-led growth requires PMMs to keep a much stronger pulse on product usage at every stage. You still market to customers directly, but the primary team you enable also shifts from sales teams to product teams.

In short: the role you play is the same, but the methods are quite different.