GTM is a fit problem
Your motion must match your price, product complexity and buyer. Forcing a sales-led motion on a cheap self-serve product (or vice versa) burns cash.
Product-led growth (PLG)
- Users adopt before they buy
- Low-touch, self-serve onboarding
- Works for low price points and viral/utility products
Sales-led growth
- Humans guide the buying decision
- Higher ACV justifies the cost of sales
- Works for complex, high-consideration products
Let price and buyer choose the motion. Most successful companies eventually blend both as they move upmarket.
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