Agent skill · marketing growth · github
gtm-product-led-growth
Build self-serve acquisition and expansion motions. Use when deciding PLG vs sales-led, optimizing activation, driving freemium conversion, building growth equations, or recognizing when product complexity demands human touch. Includes the parallel test where sales-led won 10x on revenue.
Why this skill is useful
Provides specific frameworks and strategies for optimizing product-led growth in B2B SaaS, which the AI may not generate reliably on its own.
What it needs
About 8k tokens when loaded. Last updated 2026-08-07. 37,534 stars on the source repository.
What this skill does
Product-Led Growth Build self-serve acquisition and expansion motions. But first, figure out if PLG is even the right motion for your product. When to Use Triggers: "Should we build PLG or sales-led?" "How do we drive self-serve adoption?" "Freemium to paid conversion isn't working" "Developer-led adoption strategy" "Which growth channels should we invest in?" "How do I know if PLG will work?" Context: Developer tools and platforms B2B SaaS with self-serve potential Products where value is obvious without demo Bottom-up adoption motions Growth channel prioritization --- Core Frameworks 1. The PLG Reality Check (Test Before You Commit) What I Learned Running Both Motions in Parallel: Classic startup debate. PLG camp: "Developers want self-serve." Sales camp: "Enterprises need hand-holding." Instead of arguing, we tested both for 6 months. Same product, two GTM motions, tracked everything. The Results: PLG: High volume, low ACV (~$5K), fast time-to-revenue, higher churn. Sales-led: Lower volume, high ACV (~$50K), slower time-to-revenue, lower churn. Sales won 10x on dollars despite 10x less volume. Why: Product complexity + buyer seniority = sales-led wins. The product required integration with existing infrastructure, change management across teams, and multi-stakeholder alignment. Developers loved self-serve. But they weren't the economic buyer. PLG works when: Value is obvious in first 5 minutes Implementation is trivial Individual user gets value without team buy-in No procurement/legal hurdles Buyer = user Sales-led works when: Product requires integration/setup Multiple stakeholders need alignment Buyer ≠ user Deal size justifies human touch Customer needs education to see value Before building PLG, test your motion. Don't assume PLG is better because it's trendy. PLG is efficient at volume, but sales-led can be more profitable with complexity. --- 2. …
How to use it
Reference it in AdaL, Claude Code, Cursor or any coding agent — nothing to install:
@skills github/gtm-product-led-growth