# PLG Product-Led Growth Pattern
## Keywords
`product usage`, `PQL`, `activation`, `signup`, `trial`, `freemium`, `conversion`, `product qualified`, `usage events`, `self-serve`
## Overview
Product-Led Growth workflows that connect product events to CRM actions. Track user signups, activation milestones, product-qualified leads (PQLs), and conversion from self-serve to sales-assisted.
## When to Use
- Tracking user signups and trial starts
- Identifying product-qualified leads (PQLs)
- Monitoring activation and engagement milestones
- Routing high-value users to sales
- Managing freemium to paid conversion
## Workflow Steps
### Signup Event Processing
#### Step 1: Create (or update) person from signup
Call `create-record` with:
```json
{
"resource_type": "people",
"record_data": {
"name": "Jane Doe",
"email_addresses": ["jane@example.com"],
"job_title": "Product Lead"
}
}
```
> **Note**: Custom attributes (verify via schema skill): `signup_date`, `signup_source`, `plan_type`.
#### Step 2: Search for existing company by domain
Call `records_search` with:
```json
{
"resource_type": "companies",
"query": "example.com",
"limit": 10
}
```
#### Step 3: Create company if not found
Call `create-record` with:
```json
{
"resource_type": "companies",
"record_data": {
"name": "Example, Inc.",
"domains": ["example.com"],
"description": "Created from product signup"
}
}
```
#### Step 4: Link person to company
Call `update-record` with:
```json
{
"resource_type": "people",
"record_id": "<person_record_id>",
"record_data": {
"company": "<company_record_id>"
}
}
```
#### Step 5: Add person to trials list
Call `add-record-to-list` with:
```json
{
"listId": "<active-trials-id>",
"record_id": "<person_record_id>",
"resource_type": "people"
}
```
### PQL Scoring and Detection
#### Step 1: Update PQL attributes on the person record
Call `update-record` with:
```json
{
"resource_type": "people",
"record_id": "<person_record_id>",
"record_data": {
"description": "PQL score updated from product telemetry"
}
}
```
> **Note**: Use your schema skill for workspace-specific PQL fields like `pql_score`, `last_activity_date`, `features_activated`.
#### Step 2: Create a deal when the person qualifies
Call `create-record` with:
```json
{
"resource_type": "deals",
"record_data": {
"name": "PQL - Example, Inc.",
"stage": "Product Qualified",
"associated_company": ["<company_record_id>"],
"associated_people": ["<person_record_id>"]
}
}
```
> **Note**: `stage` option titles vary by workspace. Use the exact option title from your schema skill.
#### Step 3: Add the person to the PQL list
Call `add-record-to-list` with:
```json
{
"listId": "<pql-queue-id>",
"record_id": "<person_record_id>",
"resource_type": "people"
}
```
#### Step 4: Create a sales follow-up task
Call `create-task` with:
```json
{
"content": "High PQL score - reach out to Jane Doe",
"title": "PQL Follow-up",
"linked_records": [
{
"target_object": "people",
"target_record_id": "<person_record_id>"
}
],
"assignees": ["<sales_rep_person_id>"],
"dueDate": "2024-12-16T10:00:00Z"
}
```
### Activation Milestone Tracking
#### Step 1: Update activation progress
Call `update-record` with:
```json
{
"resource_type": "people",
"record_id": "<person_record_id>",
"record_data": {
"description": "Activation progress updated"
}
}
```
> **Note**: Use your schema skill for custom activation fields like `activation_score` or `milestones_completed`.
#### Step 2: Document milestone achievement
Call `create-note` with:
```json
{
"resource_type": "people",
"record_id": "<person_record_id>",
"title": "Activation Milestone",
"content": "Milestone: first_integration\nTimestamp: 2024-12-15T12:00:00Z\nDays since signup: 3"
}
```
### Sales Handoff Flow
#### Step 1: Create an opportunity (deal) for sales handoff
Call `create-record` with:
```json
{
"resource_type": "deals",
"record_data": {
"name": "Enterprise Upgrade - Example, Inc.",
"value": 75000,
"stage": "Sales Qualified",
"associated_company": ["<company_record_id>"],
"associated_people": ["<person_record_id>"]
}
}
```
#### Step 2: Assign a follow-up task to a rep
Call `create-task` with:
```json
{
"content": "PLG → Sales handoff: schedule discovery and confirm upgrade path",
"title": "PLG → Sales Handoff",
"linked_records": [
{
"target_object": "deals",
"target_record_id": "<deal_record_id>"
}
],
"assignees": ["<assigned_rep_person_id>"],
"dueDate": "2024-12-16T10:00:00Z"
}
```
#### Step 3: Document handoff context
Call `create-note` with:
```json
{
"resource_type": "deals",
"record_id": "<deal_record_id>",
"title": "PLG Handoff Context",
"content": "PQL Score: 85\nActive Users: 7\nKey Features: Integrations, Imports\nTrial Start: 2024-12-01\nActivation: 92%\nRecommended Approach: Offer annual plan upgrade"
}
```
## PQL Scoring Model Example
| Signal | Weight | Threshold |
| --------------------- | ------ | -------------- |
| Logins (7d) | 10 | 5+ logins |
| Features activated | 15 | 3+ features |
| Team invites | 20 | 2+ members |
| Integration connected | 25 | 1+ integration |
| Data imported | 20 | 100+ records |
| Active days (14d) | 10 | 7+ days |
**PQL Threshold**: Score >= 60
## Key Points
- **Product events drive CRM updates** - Real-time sync from product
- **PQL scoring** - Quantify product engagement for prioritization
- **Activation tracking** - Monitor time-to-value milestones
- **Self-serve to sales** - Route high-value accounts to reps
- **Context preservation** - Capture product usage in handoff notes
## Cross-References
- [Golden Rules](../golden-rules.md) - Data sync patterns, attribute types
- [Tool Reference](../tool-reference.md) - `create-record`, `update-record`, `create-task`
- [Lead Qualification](lead-qualification.md) - Similar inbound processing patterns
- **attio-workspace-schema skill** - Your PLG-specific attributes
