Most SaaS teams claim they’re “doing PLG,” but very few are doing it well.

This week on GTM Live, Carolyn and Trevor sit down with Wes Bush, CEO of ProductLed, to unpack why product-led growth often fails—and what to do about it. They explore why PLG isn’t just a pricing model or trial strategy, but a deep, systems-level shift that most teams underestimate.

Wes shares the “PLG iceberg” framework: how surface-level features (like a free trial) are only a fraction of the equation, and what’s really beneath the waterline. Carolyn draws parallels to GTM systems and explains why execution gaps usually stem from unseen issues like misaligned metrics, siloed teams, or weak infrastructure. Trevor reveals why so many companies stall out after initial traction and how to diagnose whether PLG is truly viable for your product and team.

If your version of PLG starts and ends with a self-serve signup, this conversation will change your thinking.

Key topics in this episode:

Why most PLG initiatives stall or fail to scale
The “iceberg” analogy for understanding real PLG systems
How internal misalignment derails otherwise solid PLG ideas
Why surface-level success metrics are misleading
What CEOs and GTM leaders get wrong when trying to “go PLG”
What foundational systems need to be in place before you can succeed with PLG

📘 Grab Wes Bush’s free e-book “Product-Led Growth: How to Build a Product That Sells Itself” at productled.com/book/product-led-growth

This episode is powered by Passetto. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit passetto.com

The Hidden Systems Behind REAL Product-Led Growth (with Wes Bush)

GTM Live