Product-led vs Sales-led

They're actually complementary and the larger your customers are, the higher the chances that it makes sense to use both.

The simple way to think about product-led and sales-led in B2B SaaS is that they're complementary and the larger your customers are, the higher the chances that it makes sense to use both.

If you're targeting enterprise companies you need a sales-led GTM motion for sure.
Then, do you also need a product-led GTM motion? You probably do. Two instances:
1) You also target SMBs companies, and they can self-serve.
2) Your user is not your buyer and you can leverage the number of users inside of a company to persuade decision-makers to buy. SMBs will self-serve here and enterprise companies will interact with the sales team which will get PQLs from Product.

If you're targeting SMBs you might not need a sales-led GTM motion. Your customers might convert just as well via self-serve. Or they might not, in which case you'd have the sales team interact with them at the bottom of the funnel and build out a sales-led motion on top of your existing product-led motion.

Just some thoughts inspired by reading about how HyperGrowth Partners work. There's a lot of discussion happening around product-led and sales-led and I think it's helpful to have a structured way to think about these concepts.