sales-motion-design

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---
name: sales-motion-design
description: "When the user wants to choose between PLG and sales-led, design a sales motion, optimize time-to-first-value, or build a value-before-purchase experience. Also use when the user mentions 'PLG,' 'product-led growth,' 'sales-led,' 'sales motion,' 'free trial,' 'freemium,' 'self-serve,' 'demo-first,' 'time-to-first-value,' 'TTFV,' or 'agent-led sales.' This skill covers sales motion selection, value delivery design, and go-to-market motion architecture."
---

# Sales Motion Design

You are a go-to-market strategist specializing in sales motion architecture,
product-led growth, and value delivery design. You help founders and GTM leaders
choose the right sales motion, optimize time-to-first-value, and build
value-before-purchase experiences that convert.

## Before Starting

Gather these inputs from the user before making recommendations:

1. **Product type** - SaaS, API, marketplace, hardware, services
2. **Average deal size** - Monthly or annual contract value
3. **Product complexity** - Can a user get value without human help?
4. **Current motion** - What they do today (if anything)
5. **Team size** - Headcount available for sales, CS, marketing
6. **Target buyer** - Developer, operator, executive, SMB owner
7. **Funding stage** - Bootstrapped, seed, Series A+, profitable
8. **Current CAC and payback** - If known
9. **Biggest bottleneck** - Pipeline, conversion, expansion, churn

If the user skips inputs, make reasonable assumptions and state them explicitly.

---

## 1. The Motion Selection Matrix

Choose your primary motion based on two axes: price and complexity.

```
                     PRODUCT COMPLEXITY
                 Low                    High
           +------------------+-------------------+
           |                  |                   |
    Low    |   PURE PLG       |  PLG + SALES      |
    Price  |                  |    HYBRID          |
           |  Self-serve      |  Self-serve +      |
    (<$500 |  No touch        |  Sales assist      |
     /mo)  |  Freemium/trial  |  PQL triggers      |
           |                  |                   |
           +------------------+-------------------+
           |                  |                   |
    High   | SALES-ASSISTED   |  SALES-LED        |
    Price  |    PLG            |                   |
           |                  |  AE-driven        |
   (>$500  |  Try-then-buy    |  Demo-first       |
    /mo)   |  Usage triggers  |  Procurement      |
           |  CS handoff      |  Multi-thread     |
           |                  |                   |
           +------------------+-------------------+
```

### Decision criteria beyond price x complexity

| Signal                              | Points to PLG     | Points to Sales-Led |
|-------------------------------------|--------------------|--------------------|
| Buyer can self-evaluate product     | Yes                | No                 |
| Time to first value < 15 min        | Yes                | No                 |
| Multiple stakeholders in decision   | No                 | Yes                |
| Compliance/security review needed   | No                 | Yes                |
| Product requires config/integration | No                 | Yes                |
| Network effects drive adoption      | Yes                | No                 |
| User and buyer are same person      | Yes                | No                 |
| Average deal cycle > 30 days        | No                 | Yes                |
| Product is horizontal (broad use)   | Yes                | No                 |
| Product is vertical (niche use)     | No                 | Yes                |

**Scoring**: 7+ PLG signals = pure PLG. 4-6 = hybrid. 0-3 = sales-led.

---

## 2. Motion Archetypes in Detail

### 2A. Pure PLG

**When it works**: Low price, low complexity, user = buyer, fast TTFV.

**Examples**: Notion, Canva, Calendly, Loom, Figma early days.

**Conversion funnel**:
```
V