Bottoms-Up GTM
Also: Bottom-Up GTMBottom-Up Adoption
A go-to-market motion that starts with individual users or small teams adopting the product, then grows into a company-wide purchase.
Why it matters
Bottoms-up reaches the people who feel the problem directly, lets them adopt without a procurement battle, and uses their advocacy to reach the budget holder later. It lowers the cost of a first foothold and builds internal champions before a contract conversation. It pairs naturally with product-led growth.
What good looks like
The motion works when an individual can adopt and get value without sign-off, and when that usage spreads visibly inside the account. Watch seat growth within accounts and the rate at which team adoption converts to a paid contract.
Related terms
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