How do you decide between a product-led growth motion and a sales-led motion for a new product launch?

This question tests whether you reason from the product and buyer, not from what is fashionable. It also checks that you know the motions are not mutually exclusive.

It scores mainly on strategic thinking and analytical rigor. On the rubric, a Strong answer on analytical rigor distinguishes correlation from causation without being asked.

1. Start with time to value. How quickly a user can experience the benefit without help.
2. Look at the deal. Price, number of stakeholders, and integration effort.
3. Consider the buyer. Whether the user and the purchaser are the same person.
4. Pick a lead motion. Choose one and say why.
5. Design the handoff. The signal that moves a product-led user to a sales conversation.

Every name and number here is invented. Your version should use your own.

“I would look at four things. How fast a user gets value without help, what the deal looks like in price and stakeholders, whether the person who uses the product is the person who pays, and how much integration is involved. If a single person can get value in ten minutes and the price is low, I would lead with product-led growth. If it needs an integration and three approvers, I would lead with sales. Most products land in the middle, so I would usually start product-led to build a base of users and then add a sales-assist motion for accounts that show team-wide usage. The handoff is a defined trigger, such as five active users at one company.”

“Product-led growth is more scalable and cheaper, so I would choose it for most launches. Sales-led is better when the product is complex. It really depends on the company.”

The weak answer ends with it depends and offers no criteria. State the factors you would check and the trigger for moving between motions.

• What if you have no free version?
• How would you decide the handoff trigger?
• What if the CEO wants both from day one?
• Which metrics would show the motion is working?

Prepare a sentence or two for each. The follow-up questions guide explains how to answer briefly and keep your structure.

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