GTM Architecture Index
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Chapter 7: Sales Motion & Revenue Capture Subsection 7.1 Playbook & Framework

7.1 GTM Models

Part of Chapter 7: Sales Motion & Revenue Capture in the Master Go-To-Market (GTM) & Revenue Architecture Index.

The choice of sales motion defines how a product is distributed, how revenue is captured, and how internal teams are structured. B2B software companies typically operate across Product-Led Growth (PLG), Sales-Led Growth (SLG), or a Hybrid GTM motion combining both.

⚡ Visual Architecture: PLG/SLG Hybrid Funnel, SLAs & Enterprise Deal Cycle Module 7.1: GTM Models
Stage 1: MQL • Score Threshold + ICP Fit • SLA: < 15 Minutes • PQL: >5 Users / >50 Actions • Or 80% Free Tier Breach Stage 2: SQL • Discovery Call Completed • SLA: Notes 24h Prior • Core Pain Validated • AE Calendar Booked Stage 3: Opportunity • 14–30 Day Structured PoC • Mutual Action Plan (MAP) • Multi-Thread 3–5 Buyers • SOC2 & MSA Redlines Stage 4: Closed-Won • E-Signature Executed • Automated CSM Handoff • PLG: $100–$5k ACV • SLG: $25k–$250k+ ACV

Product-Led Growth (PLG) vs. Sales-Led Growth (SLG)

DimensionProduct-Led Growth (PLG)Sales-Led Growth (SLG)Hybrid Motion (PLG + SLG)
Primary Entry PointFree trial, freemium tier, or self-serve signup.Executive demo request, SDR outbound, or RFP process.Self-serve onboarding with Product Qualified Lead (PQL) routing to sales.
Target Buyer PersonaEnd users, individual contributors, developer practitioners.Economic buyers, C-level executives, department heads.End-user champions driving usage + executive buyers approving enterprise expansion.
Sales Cycle DurationImmediate to 14 days (self-serve credit card conversion).3 to 12 months (procurement, security, legal review).30 to 90 days (converting active user clusters into team/enterprise contracts).
Average Contract Value (ACV)Low ($100 – $5,000 ARR per account).High ($25,000 – $250,000+ ARR per contract).Land small ($1k–$5k), expand large ($20k–$100k+ ARR).
Key Growth MechanicsIn-app onboarding, viral invite loops, dynamic paywalls, automated conversion triggers.MEDDPICC qualification, value engineering, custom POCs, executive sponsor mapping.Product telemetry tracking, usage-based triggers, PQL alerts, enterprise feature gating.

Product Qualified Lead (PQL) Architecture in Hybrid Motions

In a hybrid motion, the product acts as the primary lead generation channel. A Product Qualified Lead (PQL) is an active individual or workspace that has reached defined product usage thresholds signaling high commercial intent.

Breadth Triggers (Account Expansion)

When a single workspace adds > 5 active users within a 7-day period or invites users across multiple departments.

Depth Triggers (Core Value Realization)

When an account executes core value actions > 50 times (e.g., running reports, exporting data, connecting third-party API integrations).

Monetization Velocity Triggers

When an account hits 80% of free tier limits or repeatedly interacts with gated enterprise settings (e.g., SAML SSO, audit logs).