Legacy demand gen funnel has evolved from simple inbound/outbound 🎯 and now includes product-led, #channelpartners-led, community, etc.
This approach is more focused to buyer preferences and the journey that would create highest conversion.
💡 This means more customer engagement touchpoints , more channels and 3-rd party partners involved in influencing buyer decisions than ever before.
It still makes sense to
sell to Enterprise customers via Sales-led motion, and
acquire SMB customers via Product-led motions ,
but more and more companies use mixed GTM.
🤝 For example companies now involve partners much earlier than they reach Medium size (~250 FTE),
while some Enterprise customers self sign up and trial software before signing a large contract.
Retention is another consideration in choosing among GTM motion.
Partner-led GTM can increase (or decrease) your retention quite significantly, depending on the type of #partnerships you’d choose.
Framework: Battery Ventures