Sales-assist

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

Counts as evidence: The company describes sales engaging existing free or self-serve users to expand or convert them.

Who ran it

Zoom · Sales routed by deal size, land and expand · 2016 to 2020
Sales-assist Primary
Sales funnelled viral demand into the route that fit each deal: direct sales, online, resellers, or partners. In fiscal 2019, 55% of the 344 customers paying over $100,000 started with at least one free host.
HubSpot · Free to Enterprise on one platform · 2018 to 2022
Sales-assist Supporting
Free users get value before converting to a paid product or engaging with sales, so reps work accounts that already use the platform.
HubSpot · Beyond search: owned media and answer engines · 2022 to now
Sales-assist Primary
Free-to-Starter conversions rose after 2024 pricing changes lowered the entry price and removed seat minimums, with in-product recommendations closing business without reps.
Cursor · Enterprise push and consumption pricing · 2025 to now
Sales-assist Primary
Sales was layered onto a product-led base. The CEO describes starting incredibly lean and product-led, then building out for larger customers. The enterprise page routes to Contact sales and lists SOC 2 Type II, SSO, and SCIM.