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.

  3 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.

  1 company in the record

• Referral program

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

  0 companies in the record

• Sales-led

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

  3 companies in the record

• Sales-assist

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

  3 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.

  3 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.

  1 company in the record

• Inbound content

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

  2 companies in the record

• Category creation

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

  1 company in the record

• Community

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

  1 company in the record

• Developer-led

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

  1 company in the record

• Owned events

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

  2 companies in the record

• Partner channel

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

  2 companies in the record

• Cloud marketplace

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

  0 companies in the record

• Outbound

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

  1 company in the record

• Paid acquisition

  Paid advertising as a material source of demand.

  1 company in the record

• Brand narrative

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

  1 company in the record

• Education

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

  2 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.

  0 companies in the record