Aakash Gupta

There is no one-size-fits-all when it comes to GTM. 
 
 Maja Voje and I studied 12 leading B2B SaaS companies.
 
 (including interviews with their teams)
 
 Here’s what we learned:
 
 1. PLG is eating the world
 
 >80% of the companies in our study employ PLG in some fashion. Even enterprise companies like Snowflake and Salesforce are adding free trials & freemium. It’s the new normal.
 
 Why is this working for them? In 2024, the best marketing is often your product. Users rarely want to lock in a $500K+ contract without trying the product first. But you do need to layer on a strong product-led sales motion to make enterprise work.
 
 2. Dominate one at first, then layer on many
 
 Every company we studied got one GTM motion massively right. And, in each case, they still use that GTM motion in some form today. But, they layer on other motions over time. 
 
 The ideal way to layer is symbiotically: 
 
 • ABM couples nicely with outbound
 • Inbound supports outbound
 • Partnerships amplify PLG
 
 For instance: Dropbox grew at first massively on referrals. Now, other channels are much more important.
 
 3. ABM and Outbound are pillars of enterprise
 
 For 5- and 6-figure deals, it’s difficult to rely on inbound or PLG alone. The buyer is used to a different process. They want to be hand-held. 
 
 This is where motions like ABM and outbound shine. That’s why you still see the Snowflake’s and Salesforce’s of the world focusing on them. They’re the bread and butter of enterprise.
 
 So… bringing it all together, here’s where to start based on your buyer. 
 
 If you’re selling to consumers or prosumers:
 
 • Lean into PLG, community, and partnerships early on
 • Layer in paid marketing as you find product-market fit and have budget to scale
 
 If you're selling to SMBs:
 
 • Blend inbound and outbound motions to build awareness and relationships
 • Paid digital can accelerate pipeline generation as you dial in your ICP
 
 If you're selling to enterprises:
 
 • Focus on targeted ABM and partner ecosystems
 • Inbound is great for air cover, but outbound is crucial for landing large accounts
 
 If you have a complex or technical product:
 
 • Make sure you have developer docs, free tooling, and community support from day one
 • Don’t underrate channels like partnerships & paid digital; they can still be crucial support
 
 And above all:
 
 1. Remember what works at one stage may not work another
 2. Remember the law of diminishing returns
 3. Be willing to pivot when necessary