Slack
A founder-recruited pilot became a team-by-team adoption engine
Source-backed brief 3 sources
GTM pattern · 7 company GTM examples: Champions.
Across companies.
7 companies, all source-backed briefs. Also classified Product Led 7, Human Led 7, Marketing Led 3, Partner Led 1. [Inference] These companies share a research classification. The details and boundary conditions vary by segment and period.
Often appears with Land and expand (7) Customer education (5) Freemium (2) Templates (2)
7 companies classified under Champions
Figma
Designer advocates translated product love into organizational adoption
Source-backed brief 4 sources
Miro
Enterprise selling grew from observable self-service demand
Source-backed brief 4 sources
Airtable
A nonprofit’s operational problem made a horizontal database concrete
Source-backed brief 4 sources
Asana
A team foothold became a deliberate three-tier sales system
Source-backed brief 3 sources
Trello
Free collaboration worked; flat-rate monetization did not scale with its value
Source-backed brief 6 sources
Gamma
The AI pivot changed the first useful moment, then enterprise demand changed the sales motion
Source-backed brief 4 sources