Marketing-Led Growth is a go-to-market strategy where marketing plays the leading role in driving business growth — from attracting prospects and educating buyers to generating pipeline and influencing revenue.
In an MLG model, marketing isn’t just a support function. It owns major parts of the customer journey: brand awareness, demand generation, product education, and even retention. This approach works especially well for digital-first companies, where buyers prefer to self-educate before ever talking to sales.
Example:
Imagine a SaaS company that launches a new AI analytics tool. Instead of relying heavily on outbound sales, the marketing team creates a library of content — blog posts, videos, webinars, and interactive demos — that educate potential users and bring in high-intent leads. Those leads convert through self-service trials or inbound sales, all fueled by marketing’s efforts.