Sales-led growth

A motion where a salesperson is involved in nearly every deal: outbound finds it, discovery shapes it, an AE closes it.

Sales-led is the default for products with a real price tag and a real implementation: the buyer needs a conversation before they can say yes. It scales with headcount and process, which is its strength and its cost.

The usual path is founder-led first, then sales-led once the founder has closed enough deals to write down what works. Hiring the sales team before that point is the most expensive mistake in early GTM.