Growth frameworks define HOW your company will grow. Three dominant models: (1) Product-Led Growth (PLG) — the product itself drives acquisition, expansion, and retention (Slack, Zoom, Figma), (2) Sales-Led Growth — dedicated sales reps drive revenue (Salesforce, medical devices), (3) Community-Led Growth — a community of users drives word-of-mouth and adoption (Notion, dbt).
Most B2B companies use a hybrid: PLG for initial adoption + sales for enterprise expansion. Pure PLG rarely works for complex, high-ACV products.
Key Takeaways
- Three frameworks: PLG, Sales-Led, Community-Led.
- Most B2B companies use a hybrid approach.
- Medical devices are inherently sales-led due to complexity.
- "Land and expand" is the most common B2B growth pattern.
Frequently Asked Questions
Which growth framework works best for a €50K medical device?▼
Answer: Sales-Led with clinical evidence marketing
High-ACV medical devices require sales reps, clinical evidence, and relationship-based selling. PLG doesn't work when regulatory, procurement, and clinical evaluation are involved.
What characterizes Product-Led Growth?▼
Answer: Product delivers value before payment, with built-in sharing
PLG means users can try the product (free trial/freemium), get value quickly, and naturally invite others through collaboration features.
The "land and expand" strategy means:▼
Answer: Start with a small deal in one department, then expand across the organization
Land and expand: win a small pilot/deal, prove value, then expand to more departments, users, or use cases within the same customer.