GTM Operating Models Explained
A video walkthrough of different go-to-market operating models and how to choose the right one for your business stage and goals.
In this video, I break down the most common go-to-market operating models and help you understand which might be right for your organization.
What We Cover
Understanding your GTM operating model is foundational to building an effective revenue engine. The wrong model creates friction, wastes resources, and frustrates both teams and customers.
Product-Led Growth (PLG)
PLG works when users can experience value without human intervention. Think Slack, Notion, or Figma. The product is the primary driver of acquisition, conversion, and expansion.
“PLG isn’t just a go-to-market strategy—it’s a company-wide philosophy that requires product, engineering, and go-to-market teams to work in lockstep.”
Key characteristics:
- Self-serve onboarding and value realization
- Freemium or free trial acquisition model
- Usage-based expansion triggers
- Sales assists rather than drives
Sales-Led Growth
The traditional model, evolved. Sales-led doesn’t mean old-school—modern sales-led companies use sophisticated playbooks, intent data, and multi-channel orchestration.
Best for:
- Complex products requiring explanation
- High ACV deals justifying CAC
- Industries with established buying processes
- Solutions requiring security/compliance review
Hybrid Approaches
Most successful companies land somewhere in between. They use PLG for land and sales for expand, or segment by company size.
The key is intentional design—not accidental hybrid where you’re trying both and succeeding at neither.
Community-Led Growth
An emerging model where community creates demand. Developer tools, prosumer products, and platform plays often benefit from community-first strategies.
The Decision Framework
Choosing a GTM model isn’t about what’s trendy—it’s about matching your model to your business reality:
- Product complexity — Can users get value without assistance?
- Deal size — Does the ACV justify sales involvement?
- Buyer type — Technical vs. business buyers have different expectations
- Market maturity — Are you creating a category or competing in one?
Key Takeaways
- There’s no universally “best” model
- Your model should evolve with your business
- Execution matters more than model selection
- Measure what matters for your chosen model
Have questions about which model fits your business? Reach out—I’m happy to discuss.