Go-to-market motions

A fixed list, so every company is described the same way. Each motion page lists every company that ran it, and in which phase.

• Product-led

  Buyers sign up, use the product, and convert inside it, through a free plan or a trial, without talking to sales first.

  26 companies in the record

• Viral loop

  Normal use of the product puts it in front of people who are not users yet, such as meeting links, shared files, or invites.

  13 companies in the record

• Referral program

  An explicit reward for existing users who bring in new users.

  3 companies in the record

• Sales-led

  A quota-carrying sales team is the main path to revenue.

  26 companies in the record

• Sales-assist

  A sales team layered on top of self-serve signups, working accounts that are already using the product.

  19 companies in the record

• Land and expand

  A small first purchase, then growth through more seats, more usage, or more products in the same account.

  28 companies in the record

• Usage pricing

  Price tied to consumption, used as a go-to-market lever so revenue grows as the customer uses more.

  19 companies in the record

• Inbound content

  Owned content and search bring in the demand, rather than paid ads or outbound.

  12 companies in the record

• Category creation

  Naming a new category and selling the category before selling the product.

  8 companies in the record

• Community

  A user community, ambassadors, templates, or user-run events that bring in and keep users.

  15 companies in the record

• Developer-led

  Developers are the first buyer or user, reached through docs, APIs, and free access.

  12 companies in the record

• Owned events

  A flagship event the company runs itself, used for pipeline, launches, and community.

  26 companies in the record

• Partner channel

  Resellers, agencies, systems integrators, marketplaces, or app ecosystems that sell or extend the product.

  28 companies in the record

• Cloud marketplace

  Selling through AWS, Microsoft Azure, or Google Cloud marketplaces and their sales teams.

  14 companies in the record

• Outbound

  Prospecting by SDRs and sales teams who contact buyers before the buyer asks.

  3 companies in the record

• Paid acquisition

  Paid advertising as a material source of demand.

  13 companies in the record

• Brand narrative

  A deliberate public story the company tells to stand apart, beyond product features.

  17 companies in the record

• Education

  Free access for students and educators as a long-term funnel.

  9 companies in the record

• Open source

  An open-source or open-core project as the top of the funnel, paid for through a hosted or enterprise product.

  4 companies in the record