PLG SLG Hybrid OKR Patterns

When to Use This Skill

• Designing OKRs for PLG or hybrid go-to-market motions
• Translating PQL and activation signals into revenue-operating KRs
• Deciding when self-serve demand should hand off to sales
• Preventing attribution double-counting across product and sales motions

Benchmark Priors

Use these as planning priors, not as substitutes for org baselines:

Metric	Planning Reference
Visitor -> Signup	~6% P50
Free -> Paid	~5%
Trial -> Paid	~17%
Activation Rate	20-40%
Expansion ARR	40-50% of new ARR when model supports it

Motion Split Model

Treat the funnel as a sequence with ownership transitions:

visitor -> signup -> activated -> PQL -> pipeline -> paid -> expansion

For each stage, name:

• the baseline
• the owner model: product, hybrid, or sales
• the next-stage conversion it influences
• the handoff trigger if ownership changes

Handoff Trigger Rules

Escalate from self-serve to sales-assisted or sales-led when one or more of these become true:

• Expected ACV moves outside the normal self-serve band
• Security, legal, procurement, or implementation complexity increases
• Product engagement is strong but checkout or monetization is stalled
• Multi-user or admin behavior signals cross-team adoption

Do not hand off based on vibe or logo size alone. The handoff must name the actual trigger.

Attribution Rules

Every opportunity or expansion event gets one primary source:

• product_sourced
• sales_assisted
• sales_sourced

Track assists separately, but do not add assist value on top of sourced ARR totals.

Common KR Patterns

• Increase visitor -> signup conversion from X% to Y%
• Improve activation rate from X% to Y%
• Increase free -> paid or trial -> paid conversion from X% to Y%
• Grow product-sourced pipeline from X% to Y% of total pipeline
• Improve PQL -> sales-accepted opportunity from X% to Y%
• Keep expansion ARR at 40-50% of new ARR where the model supports it

Design Guardrails

• Pair top-of-funnel PLG KRs with monetization or handoff KRs
• Never benchmark without stage, GTM model, and product complexity context
• Do not use benchmark priors as the org baseline
• Keep product and sales attribution explicit whenever a hybrid motion is involved

References

• KPI catalog: ../../opspal-core/config/revops-kpi-definitions.json
• Product evidence: ../../opspal-core/agents/product-analytics-bridge.md
• Methodology: skills/okr-methodology-framework/SKILL.md