GTM + PLG: Two charts to read this week (especially if you’re doing annual planning)
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Annual planning season is here, and for many SaaS leaders, the pressure to fine-tune GTM strategies is real. Dave Rigotti shares two essential insights drawn from his own work at Inflection. While mapping out their 2025 GTM strategy, Dave spotted trends in the rise of hybrid PLG motions and the ongoing struggle to improve NRR—and backed his observations with real data.
If you’re deep into your own planning, this piece is a must-read.
GTM + PLG: Two charts to read this week (especially if you’re doing annual planning)
Take 1: PLG on the rise
I’m starting to see more and more sales-led companies add a product-led motion, either on their existing product or as a side product. Sendoso was the early mover with this approach. Then Navattic and Pocus most recently.
Now I have some hard data. ICONIQ survey backs up my observation:
"We see that companies are also increasingly building product-led growth capabilities and shifting in favor of hybrid or inside sales motions rather than more resource-intensive field sales motions.”
Is adding a PLG GTM part of your 2025 plans?
Take 2: NRR has stabilized
I continue to believe NRR is a chronically under-appreciated metric. It mostly falls on Success, but the SaaS benchmarks are out and the average NRR at a public SaaS company is 110%. Yet most startups I talk to struggle even for 100%. In my opinion, the broader GTM team should be leaning in on NRR, especially marketing. But how?
Leaning in on NRR
1️⃣ Have marketing leadership take NRR as a metric.
“What gets measured gets done.” If marketing is held accountable for some part of NRR, then it will move.
2️⃣ Have marketing own product onboarding emails.
Marketing is naturally good at email journeys to drive conversions. For example, one Inflection.io customer switched onboarding from a daily drip campaign to one based on product behaviors and saw an 80% increase in free-to-paid conversions.
3️⃣ Deputize someone to own post-signup micro-campaigns.
Triggered campaigns based on product data are an easy way to capture more revenue expansions and improve NRR. A lot of times upgrading customers is easier than reducing churn a bit.
PLGTM Summit 2025
We’re excited to share that PLGTM Summit 2025 is happening again in San Francisco on May 20 & 21, 2025! The 2024 Summit was a massive success with over 230 joining us live. Last year sold out fast, so this year we’ve moved to a new, expanded venue the City View at Metreon. Also new for 2025 is Spring Fling by MarketingOps.com, and a dedicated executive track/offsite.
Tickets start at just $240 when you use code EARLYBIRD. See you there!
PLGTM Jobs
🆕 Manager, Revenue Operations | Mixpanel Hybrid | San Francisco, CA
🆕 Sr. Growth Manager, Automated Growth | Rippling | On-site | New York, NY
Sr. Manager, Product Led Growth Marketing | Neo4j | Remote | USA
Sr. Content Marketing Manager | Nylas | On-site | San Francisco, CA
Multiple GTM roles | BILL | Hybrid | USA
Growth Marketing Manager | Podium | Hybrid | Lehi, UT
Demand Generation Manager | SonarSource | On-site | Austin, TX
🚨Are you hiring for a GTM job in a PLG company? Fill in the form and we’ll feature your job post in the next PLGTM Insider newsletter.
Candidate Profiles
🆕 Matt Lyman | Marketing Leader | Seattle, WA
Sarah Hofmann | Strategy & Operations Leader | New York, NY
Subhashree Durai | Marketing | Remote or In-person | Chennai, India.
Christopher Haywood | Marketing | Remote | Barcelona, Spain.
Dave Reinke | Marketing | Remote or In-person | Spokane, Wa.
Kacyn Goranson | Marketing | Remote | Denver, CO.
Cassandra Schwartz | Marketing | Hybrid | Seattle, WA.
🚨Are you looking for a GTM role at a PLG company? Fill in the form and we'll feature your profile in the next PLGTM Insider newsletter.