The GTM matrix
Each cell is the strongest role a motion played across all of a company's phases. Click a company for the phases and sources behind it.
Primary Supporting Tried, then dropped
| Company | Product-led | Viral loop | Referral program | Sales-led | Sales-assist | Land and expand | Usage pricing | Inbound content | Category creation | Community | Developer-led | Owned events | Partner channel | Cloud marketplace | Outbound | Paid acquisition | Brand narrative | Education | Open source |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Zoom | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | |||||||||
| HubSpot | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | |||||||||
| Cursor | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | ||||||||||
| Salesforce | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | ||||||||||
| Atlassian | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | |||||||||||
| Slack | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | ||||||||
| Figma | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | |||||||||||
| Twilio | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | ||||||||||
| Datadog | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | |||||||||||
| Snowflake | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | ||||||||||
| CrowdStrike | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | |||||||
| Okta | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | |||||||||
| Anthropic | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | |||||||||||
| Replit | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | ||||||||||||
| Wiz | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | ||||||
| Dropbox | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | |||||||
| Notion | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | |||||||||||||
| Stripe | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | ||||||||
| Shopify | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | ||||||||
| Gong | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | |||||||
| Canva | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | ||||||||||
| MongoDB | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | |||||||||||
| GitLab | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | ||||||||||||
| Asana | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | |||||||||||
| Cloudflare | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | |||||||||
| monday.com | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | |||||||||||
| Zscaler | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | |||||||
| Lovable | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | ||||||||||||
| Vercel | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | |||||||||||||
| OpenAI | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record | Not in the record |
An empty cell means the sourced record does not show that motion, not that the company never used it.