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# Why B2B Companies' PLG Claims Don't Match Reality
- URL: https://adjacent.media/signals/why-b2b-companies-plg-claims-dont-match-reality/
- Published: 2026-06-16T16:12:32.000Z
- Updated: 2026-06-16T16:12:32.000Z
- Description: Forrester is identifying a credibility gap between B2B vendors marketing themselves as “product-led growth” companies and what their actual digital commerce experiences reveal—suggesting PLG has become a positioning claim disconnected from operational execution.
- Author: Jonathan Greene
- Tags: #signal, theme-brand, product-led growth, go-to-market strategy, digital commerce

Source: [Featured Blogs - Forrester](https://www.forrester.com/blogs/a-fake-plg-strategy-is-exposed-through-your-digital-commerce-experiences/?ref=adjacent.media)

Forrester is identifying a credibility gap between B2B vendors marketing themselves as "product-led growth" companies and what their actual digital commerce experiences reveal—suggesting PLG has become a positioning claim disconnected from operational execution. Companies are using trendy GTM language without restructuring their sales and customer acquisition funnels, which leaves money on the table and creates friction for buyers expecting self-serve experiences. B2B vendors who haven't eliminated gatekeeping from their buying processes will face pressure to align claims with practice.