*This episode was recorded during our Soundcheck days — now proudly rebranded as GTM Insider.

TL;DR

• PLG isn’t about free users alone—it’s about creating meaningful paths to revenue.

• A great product is necessary but not sufficient; sales still play a critical role.

• Sales must meet users where they are—not where sellers want them to be.

• Transparency and accessibility are key to turning users into customers.

• Effective multi-threading still matters in a PLG world, not just for enterprise deals.

• Guided post-trial experiences (like mutual action plans) drive higher conversion.

• Buyers expect frictionless, on-demand, and hyper-relevant engagement—not hand-holding.

• PLG is about activating curiosity, not forcing commitment too early.

In this episode of The Sound Check, John Eitel, Chief Sales Officer at Demandbase, breaks down the real meaning behind product-led growth (PLG) and how top companies are blending self-serve experiences with sales-led strategy. He explains why PLG isn’t a silver bullet, where sales fits into the motion, and how to create buyer journeys that feel natural—not forced.

What PLG Really Means

“PLG isn’t about signing up millions of free users and hoping they buy later,” John explains. It's about designing paths to conversion from day one.

He stresses that the product must solve real problems fast—but sellers must be ready to support when needed.

This fits the ethos of product-led growth strategies discussed in our blog on product-first selling.

Create Buyer Transparency

In a PLG motion, hiding features, pricing, or friction behind endless forms is a death sentence. 'You have to meet the user where they are,' John emphasizes.

Transparency builds trust early—whether that’s through pricing pages, feature tours, or frictionless signup flows.

Learn more about creating buyer journey transparency in our blog on simplifying the buyer journey.

Multi-Threading Still Wins

Even when a deal starts with one champion using the product, John stresses that sellers must multi-thread. 'Champion risk still kills deals in PLG,' he warns.

Multiple champions, multiple value stories—that’s how you turn usage into enterprise expansion.

Learn more about multi-threading in our guide to multi-threading modern B2B deals.

Guide the Buyer, Don’t Push

After the trial or POC, many buyers still need help navigating internal hurdles.

John recommends collaborative tools like mutual action plans to align expectations without pushing prematurely.

Understand the Modern PLG Buyer

Today’s buyers crave independence—but they still value relevance. 'If you chase them, they’ll run,' John jokes. 'If you serve them at the right moment, they’ll lean in.'

This mentality is echoed throughout our breakdown of the psychology of modern buyers.