Moz
An educational audience became a software market—and expansion later outran focus
Source-backed brief 4 sources
GTM pattern · 5 company GTM examples: Services to software.
Across companies.
5 companies, all source-backed briefs. Also classified Product Led 4, Human Led 4, Marketing Led 1. [Inference] These companies share a research classification. The details and boundary conditions vary by segment and period.
Often appears with Customer enablement (2) Founder-led sales (2) Pricing experimentation (2)
5 companies classified under Services to software
Basecamp
An agency's own coordination problem became a product clients could carry elsewhere
Source-backed brief 6 sources
Close
Selling for other startups created both the product requirements and its first distribution
Source-backed brief 5 sources
Outreach
Recruiters wanted the engine; sales teams taught the founders how to scale it
Source-backed brief 5 sources
6sense
Predictive accuracy was not enough; customers needed an explanation and a workflow
Source-backed brief 6 sources