Sales-led GTM

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When most SaaS founders think about go-to-market, two models dominate the conversation: product-led growth (PLG) and sales-led growth (SLG). Sales-led GTM is the more traditional path, but in SaaS, it has evolved into something far more nuanced than just “hire AEs and start dialing.”

Why companies choose sales-led GTM

• Complex products- If your product isn’t plug-and-play, a self-serve trial won’t cut it.
• Enterprise buyers- CIOs, CFOs, and procurement teams still expect to talk to a person.
• Bigger contracts- Large ACVs justify the cost of a sales force.
• Education-heavy categories- If the market doesn’t know it needs your solution yet, sales has to create the need.

How sales-led GTM looks in SaaS today

• Reps act as consultants, not just closers.
• GTM motion is designed around outbound prospecting, tailored demos, and long deal cycles.
• Success depends on multi-threading — building consensus across multiple stakeholders.
• Metrics shift: instead of DAUs or PQLs, you track pipeline coverage, win rates, and quota attainment.

SLG vs. PLG

• PLG = user signs up, experiences value, then converts.
• SLG = rep educates, builds a business case, then drives consensus.

Many modern SaaS companies run a hybrid GTM, a PLG motion for SMBs and a sales-led motion for enterprise.

Common pitfalls when scaling a sales-led GTM

• Expensive to scale (salaries, commissions, enablement).
• Can mask product usability issues (“sales will explain it”).
• If forecasting and qualification aren’t rigorous, CAC balloons.

AI prompt

What to provide the AI beforehand

• Target market (SMB, mid-market, enterprise)
• ACV expectations
• Current pipeline sources (inbound, outbound, channel)
• Complexity of product (plug-and-play vs. consultative)
• Sales budget and headcount capacity