Which types of apps are product-led vs sales-led — how does the motion change by product archetype?
The self-serve-vs-sales split flips hard by archetype. Prosumer apps are the most product-led at 38% PLG, while Enterprise apps are the most sales-led at 48% — with Collaborative close behind at 39% sales-led[1]. For everything consumer-facing (Consumer, Social, Marketplace), PLG runs 13-29% and sales-led stays under 10%[1]. Your archetype, not your ambition, largely determines whether a self-serve or sales motion fits[1].
Prosumer apps lead on self-serve PLG (38%) while Enterprise leads on sales-led (48%) — Lazyweb Research, July 2026.
| Item | PLG % |
|---|---|
| Prosumer | 38% |
| Consumer | 29% |
| Social | 23% |
| Enterprise | 20% |
| Collaborative | 17% |
| 2-sided Marketplace | 13% |
PLG and sales-led shares by archetype
For each product_archetype, the share of its growth-engine-tagged companies running each motion[1]:
| Archetype | Companies | PLG % | Sales-led % | PLS % |
|---|---|---|---|---|
| Prosumer | 110 | 38% | 7% | 6% |
| Consumer | 427 | 29% | 5% | 3% |
| Social | 237 | 23% | 9% | 5% |
| Enterprise | 60 | 20% | 48% | 27% |
| Collaborative | 46 | 17% | 39% | 28% |
| 2-sided Marketplace | 140 | 13% | 6% | 2% |
Prosumer tops the self-serve chart; Enterprise and Collaborative are the only two archetypes where sales-led clears 39%[1].
How to apply it
Map your product to an archetype first, then let the modal motion set your default[1]. Prosumer and Consumer apps should assume self-serve and treat a sales team as a later, optional layer — sales-led is a 5-7% behavior there[1]. Enterprise and Collaborative apps should assume a sales or product-led-sales motion; self-serve alone is the 17-20% minority in those segments[1]. Marketplaces are the odd one out: low on both PLG (13%) and sales (6%) because they lean on paid and liquidity instead[1].
Caveats
Each archetype row's denominator is its own count of companies with a growth_engine tag (Consumer 427 down to Collaborative 46), inside Lazyweb's ~600-900-company tagged subset — not the 62,376-company table[1]. product_archetype and growth_engine are both multi-select arrays, so a single company can appear under more than one archetype and hold multiple motions; row shares don't sum to 100%[1].
The numbers
| Stat | Computed from |
|---|---|
| 38% (n=110) | selfServeVsSalesByArchetype Prosumer plg_pct 38.2 |
| 29% (n=427) | selfServeVsSalesByArchetype Consumer plg_pct 29.0 |
| 23% (n=237) | selfServeVsSalesByArchetype Social plg_pct 23.2 |
| 20% (n=60) | selfServeVsSalesByArchetype Enterprise plg_pct 20.0 |
| 17% (n=46) | selfServeVsSalesByArchetype Collaborative plg_pct 17.4 |
| 13% (n=140) | selfServeVsSalesByArchetype 2-sided Marketplace plg_pct 12.9 |
| 48% (n=60) | selfServeVsSalesByArchetype Enterprise sales_pct 48.3 |
| 39% (n=46) | selfServeVsSalesByArchetype Collaborative sales_pct 39.1 |
| 27% (n=60) | selfServeVsSalesByArchetype Enterprise pls_pct 26.7 |
| 28% (n=46) | selfServeVsSalesByArchetype Collaborative pls_pct 28.3 |
Sources & citations
- [1] Lazyweb Research analysis of 757 companies, July 2026. PLG, Sales-led and PLS shares within each product_archetype; each row's N is the companies of that archetype carrying a growth_engine tag (Consumer 427, Social 237, Marketplace 140, Prosumer 110, Enterprise 60, Collaborative 46). ↩
Source: Lazyweb Research — proprietary analysis of real, in-market app screens. Cite as Lazyweb Research, 2026-07-09.