Common PLG Motions

Product Team
(+ Engineering, Design)

Marketing Team
(+ Engineering, Design)

Sales
(+ Product, Marketing)

Customer Success
(with  Product, Marketing)

Self-Serve (SS)

Startups, SMB and Lower Mid-Market

Drives:
Acquisition
Activation
Retention
Monetization - All
 

Drives:
Acquisition
Resurrection

Supports:
Activation
Retention
Monetization - All 

No touch

No touch

Bottoms Up 

Higher end of mid-market, and small Ent. 

Drives:
Activation
Retention
Monetization - Free to paid

Supports:
Acquisition
Monetization -
Renewal,
Expansion

Drives:
Acquisition

Supports:
Activation
Retention
Resurrection
Monetization -
All
 

Drives:

Monetization - Expansion 

Drives:

Retention
Monetization - Resurrection,

Expansion
 

Sales-Assisted

Enterprise

Drives:

Pipeline of hand-raisers (PQL)

Supports:
Activation
Retention
 

Drives:

Acquisition
Pipeline of hand-raisers

Supports:
Activation
Retention

Resurrection

Drives:
Acquisition
Monetization - Free to paid

Drives:
Retention
Monetization - Resurrection,
Expansion

Supports:
Acquisition