Go-to-Market (GTM) strategy defines how you deliver your product to customers. The three main GTM motions: (1) Product-Led Growth (PLG) — the product sells itself through free trials and virality, (2) Sales-Led — dedicated sales reps guide buyers through the purchase, (3) Channel-Led — partners/distributors sell on your behalf.
Your GTM motion must match your product complexity and deal size. A €50K medical device cannot be PLG. A €10/month app cannot be sales-led.
GTM Motion Decision Factors:
- Deal size < €1K/year → PLG (self-serve)
- Deal size €1K-€25K/year → Inside Sales + PLG hybrid
- Deal size €25K-€100K/year → Field Sales
- Deal size > €100K/year → Enterprise Sales + Channel
- Regulated markets → Always need some sales touch
Key Takeaways
- GTM motion must match deal size and product complexity.
- PLG for low-price self-serve, Sales-Led for high-value complex products.
- Channel partners extend reach but reduce control.
- Focus on ONE segment before expanding.
Frequently Asked Questions
Which GTM motion is best for a €50K medical device?▼
Answer: Sales-Led with field reps
High-value B2B products in regulated markets require dedicated sales reps who can navigate complex procurement and regulatory requirements.
What makes PLG work?▼
Answer: Product that delivers value before payment, with built-in virality
PLG requires: (1) users can try the product for free, (2) they get value quickly, (3) built-in sharing/collaboration creates virality.
When should you use channel partners?▼
Answer: When you need geographic reach you can't cover with direct sales
Channel partners are ideal when you need market coverage in geographies or segments you can't reach cost-effectively with direct sales.
The biggest GTM mistake startups make is:▼
Answer: Trying to be everything to everyone instead of focusing on one segment
Spreading resources across too many segments dilutes your message, stretches your sales team, and prevents you from dominating any single segment.