Drift
A freemium chat tool learned when to add people to the sale
Source-backed brief 5 sources
GTM pattern · 4 company GTM examples: Category creation.
Across companies.
4 companies, all source-backed briefs. Also classified Human Led 4, Product Led 2, Marketing Led 2, Partner Led 1. [Inference] These companies share a research classification. The details and boundary conditions vary by segment and period.
Often appears with Enterprise readiness (2) Land and expand (2)
4 companies classified under Category creation
Gong
Twelve design partners tested value before category marketing scaled it
Source-backed brief 5 sources
Demandbase
Turn anonymous account interest into a platform sale
Source-backed brief 6 sources
Zuora
[Inference] Create a business-model category, then build the field organization to implement it
Source-backed brief 5 sources