Vision Report

B2B Companies Must Implement Product-Led Growth Practices To Remain Competitive

Learn How Product-Led Growth Drives Greater Customer Obsession And Retention

April 11th, 2024
With contributors:
Srividya Sridharan , Rick Bradberry , Amy Hayes , Lori Wizdo , Justin Ferguson , Drew Zalucky


Many software-as-a-service (SaaS) organizations have adopted a product-led growth (PLG) strategy as an alternative to a sales-led approach. Although PLG is most often considered a strategy for SaaS-based startups, more established firms across industries should use elements of the approach to complement and enhance traditional sales motions and move toward customer obsession. In this report, we emphasize the importance of PLG for B2B and illustrate how adopting some aspects of the strategy will help deliver offerings customers love — complete with the user-friendly, intuitive, self-serve experiences that drive efficiency and growth.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.