Product-Led Growth Guide Volume 2

How to Get Started with PLG

Learn how to increase product-led acquisition, retention, and monetization with PLG tactics and metrics from over 30 industry experts.

Table of Contents

                      How to Get Started with PLG

                      Organizational structure

                      PLG What are the first critical steps businesses should take when adopting PLG? Before anything else, you should ensure your organization is set up for success. In Volume 1, we discussed where PLG fits within an organization. There are a few ways to approach this question:


                      In this widely used model, the growth team reports to the product team. One benefit: team members report to managers in the same area of expertise. It also positions PLG as core to the product team’s strategy.

                      PLG org chart: Product


                      In this model, growth is its own department, with a VP of Growth overseeing a team that includes growth marketing, product growth, and, potentially, analytics—all responsible for self-serve revenue. This model helps ensure alignment among team members.

                      Canal+ Poland Growth Director Bartłomiej Leszczyńśki recommends this approach, adding that other organizations should allow a dedicated growth team to “work together with different teams to incorporate new methodologies and ways of working in the organization.”

                      PLG org chart: Growth

                      Dual model

                      In this approach, which we use at Amplitude, several teams co-own growth across marketing and product. In our case, both teams report to the VP of Marketing and VP of Product, respectively. Shared product metrics help reinforce alignment.

                      PLG org chart: Dual


                      Another critical factor to getting started is implementing the latest technology, including a growth and data stack:

                      Growth stack:

                      • Access management
                      • User onboarding
                      • Customer relationship management (CRM)
                      • Lead scoring
                      • User support
                      • Scalable website
                      Examples of tools for PLG tech and data stacks

                      Data stack:

                      • Event-data collection from first-party sources
                      • Data warehousing in the cloud
                      • Data analysis
                      • Data activation for personalized experiences

                      “There are a lot of technologies that do part of what PLG requires, but Amplitude’s features have PLG at their core.”

                      Former Amplitude Sales Services Consultant Rachel Herrera