A4 · Tool · C2 Motions

GTM Motion Selector

Motion is a forced move, not a choice. From T5: ACV determines the economics of acquisition; time-to-value determines whether users can self-onboard; together they constrain the feasible motion space. The motion inequality: ACV < $500/month + TTV < 7 days + self-serve virality → PLG viable. ACV $500–$5K/month or mixed signals → Hybrid. ACV > $5K/month or C-suite buyer → Sales-led required.

directional T5: Motion as forced move · Last updated 2026-06-18

Motion inequality (T5)

PLG viability condition T5 · directional

ACV < $6K/yr AND TTV < 7 days AND self-serve viral → PLG viable

Reads as: if acquisition cost exceeds gross margin at this ACV, a human sales touch is economically infeasible. If users cannot experience value before talking to sales, PLG top-of-funnel fails. Both conditions must hold.

Sales-led forcing condition T5 · directional

ACV > $60K/yr OR C-suite buyer → Sales-led required

Reads as: above this ACV, deal complexity (legal, security, multi-stakeholder) demands an AE. C-suite buyers rarely self-onboard regardless of ACV.

Selector

ACV — annual contract value ($) Sales cycle (weeks) Time-to-value for end user (days)

Self-serve viral potential? Primary buyer type

Recommended motion

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Motion inequality table

ACV band	Forced motion	Why (T5)
< $6K/yr (< $500/mo)	PLG viable	Sales cost exceeds margin; self-serve required
$6K–$60K/yr	Hybrid (PLG-assist + Sales)	Human touch adds value; PLG top-of-funnel
$60K–$300K/yr	Sales-led (SMB/MM AE)	Deal complexity demands AE; security reviews
> $300K/yr	Enterprise (Named accounts)	Multi-thread, champion-based, 6–18 month cycles

Based on T5 — motion as forced move. See also: PLG vs Sales-led comparison