Self-serve sign-ups stalled. Conversion is opaque. Sales wants PQLs but no one's instrumented them. In 12 weeks, you'll rebuild your PLG motion — activation, conversion, monetization and expansion — with AI-native instrumentation behind it.
The Reality Check
You're a senior growth or product leader at a PLG company — Head of Growth, VP Growth, CPO, or PLG founder. You own activation, conversion, monetization and expansion.
You've A/B tested the onboarding flow three times. You've added a paywall, then softened it, then hardened it. You've watched activation spike and retention not budge.
But your funnel data is still in five tools that don't talk to each other. Your PQL definition has been rewritten by every new sales hire. And your CEO wants to know — credibly — when self-serve will hit $10M ARR.
You need to design the funnel. Not keep retro'ing the symptoms.
The Opportunity
The PLG leaders who instrumented activation, conversion, monetization and expansion as one system are running 2–3× the per-signup revenue of teams still optimizing each step in isolation. The ones still doing local experiments are watching CAC creep up while ARPU stays flat.
Boards now ask PLG leaders about activation-to-revenue ratios and expansion velocity, not just MAUs. And a small group of growth leaders has gone further — building portfolio careers as fractional Heads of Growth and PLG advisors, on the back of the systems they shipped.
This program makes you more valuable inside your current role first. Then it gives you optionality.
The Solution
A 12-week peer advisory program for sitting growth and product leaders at PLG companies. One goal per week, five tasks per goal, 12 live sessions, and 5 anchor outputs — plus one live PLG workflow running on your real funnel data.
Stop running PLG on hunches. You'll ship an activation model, a PQL definition, a monetization map, and an expansion playbook — all instrumented end-to-end.
Five anchor outputs you can use immediately. Funnel diagnostic, activation model, PQL spec, monetization map, expansion playbook. And one live AI growth workflow.
Pressure-test your experiments in a curated, NDA-protected room of fellow PLG leaders. Peer pairs, weekly check-ins, no vendor pitches.
Learn the sequence to make yourself indispensable where you are — and, when you're ready, to land fractional growth mandates.
The Five Anchor Outputs
Who This Is For
Heads of Growth, VPs of Growth, CPOs, PLG founders at Series A+ companies running a self-serve motion.
You live in Mixpanel/Amplitude/PostHog. You want to make the data work — not just look at it.
You don't code. You want a structured environment to put AI to work in growth — not another Substack newsletter.
Not for: PLG-curious founders without a self-serve product, sales-led companies looking to bolt on PLG, or anyone looking for a 'Reforge alternative.' This is a PLG-operator room.
Your Guide
Veteran Growth Leader · PLG Operator · Forward Achieve Partner
Your guide has run growth at two PLG unicorns, instrumented activation from zero at three companies, and currently advises Series A–C PLG teams as a fractional Head of Growth. The curriculum draws on the Forward Achieve PLG library, the Beast Score diagnostic and a library of unlisted PLG leader interviews.
What to Expect
Frequently Asked
Yes. Every artifact runs on your real Mixpanel/Amplitude/PostHog/Snowflake. We don't make you replatform.
B2B-leaning, but the activation, monetization and expansion frameworks generalize. Pure consumer apps with no monetization layer may not fit.
No. We've designed for Series A+ with real self-serve traction. The room is curated for stage fit.
2–3 hours most weeks, ~5 in build weeks.
Reforge is curriculum. This is execution — five anchors and a live workflow on your real funnel, in a curated 7-person room.
Ship Anchor 1 by Week 3 and decide — tell us and we'll refund. [CONFIRM refund terms.]
The Full Syllabus
Three stages. Twelve weeks. Click any stage to expand.
Run the PLG Beast Score. Diagnose activation, conversion, retention, expansion. Draft 12-week target.
Session 1 · 90 min · Orientation.
Map your funnel against Substitute/Augment/Elevate. Top 3 leak points.
Session 2 · 60 min · Funnel clinic.
One-page diagnostic across activation, conversion, retention, expansion, CAC. Peer-tested live.
Session 3 · 90 min · Diagnostic clinic.
Claude Code + Notion. Load funnel data, user interviews, experiment notes. Query your KB.
Session 4 · 60 min · Build session.
Workshop activation events that actually predict retention. Ship one production prompt for a scoring model.
Session 5 · 90 min · Activation lab.
Activation event, time-to-value, leading indicators. Whole org alignment.
Session 6 · 60 min · Activation clinic.
Who's product-qualified, what they look like, how sales engages. Closes the PLG–sales gap.
Session 7 · 90 min · PQL shipped.
Pre-score 3 candidate paywall placements. Run the Filter Test. Lock your anchor.
Session 8 · 60 min · Monetization clinic.
Pricing, packaging, paywall, expansion paths. Push to leadership in week.
Session 9 · 90 min · Monetization role-play.
Walkthrough of AI-augmented experiment design. Ship one experiment spec in room.
Session 10 · 60 min · Experiment audit.
Ship one workflow on real funnel data — activation predictor, PQL scorer, or churn-risk agent.
Session 11 · 90 min · Workflow built live.
Present 5 anchors + live workflow. Sign 90-day plan.
Session 12 · 90 min · Demo Day.
Apply
This is the inaugural run of the program. Pricing, access, and the seat at the table all reflect that — and won't repeat in future cohorts.
Seven seats deserve a conversation, not a form — so there's one step:
Internal: Sales playbook — ICPs, Apollo search & 5-touch sequences ↗
If you're a sitting Head of Growth, VP Growth, CPO or PLG founder ready to design the engine — let's talk.