PLG + Brand Audit

Our free-to-paid conversion rate is consistently above 3%

Industry benchmark is 3–5%. Below that signals activation or positioning gaps — not just a product problem.

We have a clearly defined 'aha moment' and actively measure time-to-value

If you can't name the exact moment, your onboarding isn't engineered around it.

Churn happens mostly before activation — not after users see value

Post-activation churn is usually a brand and trust problem, not a product problem.

Our customer acquisition cost (CAC) has been stable or declining over the past 6 months

Rising CAC in a PLG model signals self-serve virality is saturating and you need brand pull.

We can articulate our brand positioning in one sentence — without using the word 'easy'

If your positioning sounds like every competitor's, it isn't positioning.

We know why prospects choose competitors — and the reason isn't just features

Feature parity means brand is the deciding factor. Without win/loss data, you're guessing.

Our brand narrative appears inside the product: onboarding, tooltips, and empty states

Brand-led PLG embeds positioning into every product touchpoint — not just marketing pages.

Our branded search volume is growing month-over-month

Brand awareness shows up in branded search volume before it shows up in revenue.

Product and marketing share KPIs and align on strategy at least monthly

Siloed teams are the #1 reason PLG and brand never compound into durable growth.

Product usage data informs our brand messaging on a regular cadence

Your best customers' behavior patterns are your best brand stories. Are you mining them?