gingiris-b2b-growth

# B2B SaaS Growth — PLG / SLG Playbook Podcast-derived stage evidence and claim boundaries: `references/podcast-evidence.md`. > 🌍 **Language / 语言**: [English](#english-version) | [中文](#中文版) "People like it but revenue isn't growing" is rarely one problem. It's usually a **mis-matched motion**: a PLG product run with an SLG playbook, or vice versa. Start by diagnosing the motion, then walk the staged path. --- ## English Version ### Pick your motion (the flywheel) ``` PLG (product-driven) ↑ existing traffic + short decision ←─────────────────────────────────→ needs trust + long cycle ↓ SLG (sales-driven) ``` | Signal | Motion | Reference | |:---|:---|:---| | ACV < $1k/yr **and** decision < 1 week | **PLG** | Vercel, Supabase | | ACV > $10k/yr **and** decision > 1 month | **SLG** | Snowflake, Databricks | | In between | **PLG-to-SLG hybrid** | HeyGen, Deel | ### The 5-stage path | Stage | ARR | Key move | |:---|:---|:---| | **Pre-PMF** | $0–$100k | 10–30 user interviews; confirm the must-have before anything else | | **Early PMF** | $100k–$1M | Invest in **1–2 channels deeply** — do not spray | | **Growth** | $1M–$5M | Add affiliate + integration partners; PLG gets sales-assist | | **Scale** | $5M–$10M | Enterprise team, compliance (SOC 2), channel acceleration | | **Ecosystem** | $10M+ | Open platform, investor / agency distribution | ### Conversion-first: grind signup-to-paid before you scale Counter-intuitive ...