Product-Led GTM Guidebook

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In December, 2023 I reached an agreement with Stanford University Press to publish a book on Product-led Go-to-Market. The manuscript was complete as of that date, so what remains is reviews, editing, graphics, layout, distribution and marketing. We expect the release to be Fall of 2024.

In the meantime, subscribe to this SubStack for the latest thinking on product-led GTM and updates on the progress of the book!

Product that Sells Itself is written for executives and managers of companies that may not have been built PLG from the ground up, but would like to explore when, whether and how product-led principles could apply to their business, including how to build product-led motions into an existing company.

The book represents thousands of hours of research, including interviews with some of the top practitioners of Product-led GTM, including leaders from Figma, Dropbox, Miro, Lucid, Calendly and Atlassian. We also spoke with executives from companies who built product-led motions into their businesses after they were already at scale ($100M or more in revenue): MongoDB, HubSpot, Unity.

We make the case for the purity of PLG as a GTM, but we also highlight PLG’s limitations. The book contextualizes PLG within the broader trend of Product-led GTM, where we rely on product to do all it can to provide leverage for GTM teams, who intervene when and where helpful for the customer to scale the Impact they are achieving with the product.

This book also includes step-by-step chapters for how to build and optimize product-led motions, and focuses on how to do this inside a company that wasn’t built that way from the ground up.

It also stretches the concept beyond software and looks at Product-led GTM in other parts of the economy.

It has been a privilege and honor to work on this book with some of the brightest people I know. I hope you will join the conversation here and continue the exploration of all things Product-led GTM.

XOXO,

-db