SLG

A traditional go-to-market strategy in which a company’s revenue growth is driven primarily by outbound and inbound sales efforts. In SLG models, the sales team is central in educating prospects, managing the buying process, and closing deals. Rather than letting the product or customer journey lead the way (as in Product-Led Growth or Customer-Led Growth), SLG relies on human touchpoints and relationship-building to convert prospects into customers, especially in complex or high-value B2B environments.

SLG is especially common in enterprise software, services, and industries where buyers expect a consultative process, custom pricing, or procurement negotiation.

Key Characteristics of SLG

When to Use Sales-Led Growth

SLG is ideal for businesses with:

Benefits of Sales-Led Growth

Challenges of SLG

SLG vs. PLG vs. CLG

Modern companies often blend these models—for example, using PLG to attract individual users, SLG to close large teams or enterprises, and CLG to retain and grow existing accounts.

Traditional SLG companies include many B2B service providers. Even in more modern SaaS companies, SLG plays a key role in enterprise deals despite self-serve or trial offerings.

Today’s SLG models are increasingly data-informed. Sales teams use:

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