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Are PLG and ABM compatible?

If targeting entreprise customers requires ABM and a heavy sales movement, is it still possible to do PLG?
1 Answer
Claire Drumond
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suiteAugust 16

"If targeting entreprise customers requires ABM and a heavy sales movement, is it still possible to do PLG?"

It's possible, but it's hard.

PLG requires a company commitment to how you build products. A PLG product is focused on user experience for the end-user first and foremost. In a Sales-led company, your product is focused on meeting requirements for your buyer, getting them to install, and keeping them happy (less about the end-user). Think Workday vs. Trello.

When it comes to ABM vs. Self-serve -- the same friction applies. Self-serve marketing is often targeting the end-user so they can land, then expand. ABM is targeting a very different buyer (see my previous answer).

I say it's hard because how your product team prioritizes feedback from the field is where the rubber hits the road. Are they taking feedback from Sales about how to make the product more compelling to the CTO? Or are they looking at end-user feedback to make the product more engaging, resulting in MAU?

As a PMM, you have to prioritize that feedback as well -- what's good for the C-Suite is not always good for the end-user.

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