Product-led growth (PLG) starts with the end user. And a healthy PLG engine depends on users discovering your product through no- or low-cost channels, including word-of-mouth, organic search, product virality, communities, and marketplaces. But Kyle Poyar of OpenView points out that as PLG companies grow past $10M annual recurring revenue (ARR), your larger accounts start to drive a disproportionate amount of revenue and incremental growth, and these accounts will typically begin their journey with a product interaction before they ever talk to sales.