Sales-Led Growth
Also: SLGSales-Led
A motion where a sales team drives revenue through direct outreach, demos, and negotiated deals.
Why it matters
Sales-led growth fits products that are complex, expensive, or sold to committees, where buyers need guidance, customisation, and trust before committing. Marketing's job is to generate and nurture pipeline that sales converts. It is the default motion for most considered B2B purchases.
What good looks like
Sales-led economics hinge on pipeline coverage, win rate, sales cycle length, and the ratio of acquisition cost to contract value. The motion is healthy when marketing-sourced pipeline reliably feeds quota and the cost to acquire pays back in a sensible window.
Related terms
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