The Product Led Growth Market Map

Editor’s Note: This article was first published on October 4, 2018 and updated on December 17, 2020. 

Product led growth (PLG) is the future of SaaS. While the terminology is new to many of us, this go-to-market strategy has been gaining popularity across the software ecosystem for years. Don’t believe us? Check out our PLG Index to see how public companies employing this strategy are outperforming their peers.

We developed the PLG Market Map to illustrate the breadth and dynamism of this powerful growth strategy. The Market Map shows us that PLG is being adopted across all product categories, from developer tools to finance applications to enterprise-grade solutions. The most mature companies have built a flywheel where their product is acting as the primary driver of user acquisition, conversion and expansion. We’re excited to see that many companies are incorporating incredibly efficient product led growth strategies into their broader go-to-market plans—and they’re getting better at it every day.

More than 300 companies are featured in our Market Map. You’ll recognize publicly traded SaaS standouts like Dropbox, Slack, Twilio, Datadog and Shopify. Look closely and you’ll also find less well-known, yet still high performing, PLG all stars like Lucidchart, Calendly and Mixmax.

This version includes over 50 additional product led growth companies. It’s clear that product led growth is now a global phenomenon and companies come from Finland (Supermetrics), Egypt (Instabug), New Zealand (Xero), Australia (Deputy), Israel (Logz.io) and France (Algolia).

We’ve also introduced a whole new category, recognizing the companies that enable product led growth. It’s exciting to see software companies take advantage of this market change to make it easier for others to adopt product led growth tactics and how they onboard, convert and retain users.

We expect to see continued growth and innovation in the coming years, and we’ll continue to track new and existing companies leading the pack with product led growth strategies. For now, please let us know if we missed anyone using this form.

Click to view a larger version of this image.

 

👉 Follow Blake Bartlett on LinkedIn for more thoughts and news about product led growth.

Blake Bartlett
Blake Bartlett
Partner
OpenView

You might also like ...
Podcast
GitLab's Hila Qu on What B2B Companies Can Learn About Growth from B2C
Every business wants growth, but how growth is defined and achieved can be very different depending on the kind of...
by Meg Johnson
Product-Led Growth
Good Growth Leaders are Unicorns: Here’s How To Find Them
The growth role is a confusing one to hire for. Early growth leaders should wear many different hats: experimenting with...
by Sam Richard
Product-Led Growth
What VCs Really Look for in a PLG Company
When it’s done right, product-led growth delivers powerful and predictable sales and marketing efficiency. Blake Bartlett describes PLG as a...
by Alexa Horwitz