Three Go-to-Market Scenarios for B2B SaaS•
The AI Agent PoC Scorecard•
Pricing is Power: If You Can't Raise It, You Don't Have a Business•
AI Product Pricing: Seats, Usage, and Outcomes•
GTM 101: Startup Revenue Architecture•
A 90-Day Enterprise AI Adoption Roadmap•
The 'Global Market' Myth: Why Local Wins First•
The 'Imaginary Customer' Problem: Why ICP Often Misleads•
Your Dashboard Is Lying to You (Stop Hiding Behind Data)•
The Hidden Crisis: How Silent Quitting Reveals a Broken Feedback Loop in Modern Organizations•
The AI Use-Case Priority Matrix•
The Enterprise AI Agent Security and Access Checklist•
The 'Glass Slipper' Trap: Why Early Retention Metrics Mislead•
Agile: The Secret Behind Success vs. The Reason We Fail•
Get Off the Sidelines: It's Your Turn to Play•
From TAM, SAM, and SOM to Market Entry Order•
How to Read B2B Marketing Case Studies as Pipelines•
The OKR Paradox: Why Google's Goal-Setting Framework Became Its Own Enemy•
AI Agent Build vs. Buy: What Should You Own?•
The Hidden Cost of 'Friendly' Feedback•
Why GTM Is Suddenly Everywhere (The Shift from PLG)•
The PM Role is Evolving. Enter the Producer.•
The AI Revenue Illusion: GMV vs ARR•
AI Agent Build vs. Buy: What Should You Own?•
Three Go-to-Market Scenarios for B2B SaaS•
Why GTM Is Suddenly Everywhere (The Shift from PLG)•
Pricing is Power: If You Can't Raise It, You Don't Have a Business•
The 'Imaginary Customer' Problem: Why ICP Often Misleads•
The AI Revenue Illusion: GMV vs ARR•
The Enterprise AI Agent Security and Access Checklist•
GTM 101: Startup Revenue Architecture•
Your Dashboard Is Lying to You (Stop Hiding Behind Data)•
AI Product Pricing: Seats, Usage, and Outcomes•
A 90-Day Enterprise AI Adoption Roadmap•
The Hidden Crisis: How Silent Quitting Reveals a Broken Feedback Loop in Modern Organizations•
The AI Use-Case Priority Matrix•
Get Off the Sidelines: It's Your Turn to Play•
The 'Glass Slipper' Trap: Why Early Retention Metrics Mislead•
The PM Role is Evolving. Enter the Producer.•
Agile: The Secret Behind Success vs. The Reason We Fail•
The AI Agent PoC Scorecard•
The 'Global Market' Myth: Why Local Wins First•
The OKR Paradox: Why Google's Goal-Setting Framework Became Its Own Enemy•
From TAM, SAM, and SOM to Market Entry Order•
The Hidden Cost of 'Friendly' Feedback•
How to Read B2B Marketing Case Studies as Pipelines•
AI Agent Build vs. Buy: What Should You Own?•
Get Off the Sidelines: It's Your Turn to Play•
Pricing is Power: If You Can't Raise It, You Don't Have a Business•
Your Dashboard Is Lying to You (Stop Hiding Behind Data)•
The Hidden Crisis: How Silent Quitting Reveals a Broken Feedback Loop in Modern Organizations•
The Hidden Cost of 'Friendly' Feedback•
The AI Use-Case Priority Matrix•
The PM Role is Evolving. Enter the Producer.•
The Enterprise AI Agent Security and Access Checklist•
How to Read B2B Marketing Case Studies as Pipelines•
The 'Global Market' Myth: Why Local Wins First•
The 'Glass Slipper' Trap: Why Early Retention Metrics Mislead•
A 90-Day Enterprise AI Adoption Roadmap•
The AI Agent PoC Scorecard•
The 'Imaginary Customer' Problem: Why ICP Often Misleads•
Three Go-to-Market Scenarios for B2B SaaS•
AI Product Pricing: Seats, Usage, and Outcomes•
Why GTM Is Suddenly Everywhere (The Shift from PLG)•
GTM 101: Startup Revenue Architecture•
The OKR Paradox: Why Google's Goal-Setting Framework Became Its Own Enemy•
Agile: The Secret Behind Success vs. The Reason We Fail•
From TAM, SAM, and SOM to Market Entry Order•
The AI Revenue Illusion: GMV vs ARR•
AI Product Pricing: Seats, Usage, and Outcomes•
Pricing is Power: If You Can't Raise It, You Don't Have a Business•
How to Read B2B Marketing Case Studies as Pipelines•
The Hidden Cost of 'Friendly' Feedback•
The OKR Paradox: Why Google's Goal-Setting Framework Became Its Own Enemy•
The AI Use-Case Priority Matrix•
The AI Agent PoC Scorecard•
The PM Role is Evolving. Enter the Producer.•
GTM 101: Startup Revenue Architecture•
The 'Global Market' Myth: Why Local Wins First•
AI Agent Build vs. Buy: What Should You Own?•
Agile: The Secret Behind Success vs. The Reason We Fail•
Get Off the Sidelines: It's Your Turn to Play•
The 'Imaginary Customer' Problem: Why ICP Often Misleads•
Why GTM Is Suddenly Everywhere (The Shift from PLG)•
Your Dashboard Is Lying to You (Stop Hiding Behind Data)•
A 90-Day Enterprise AI Adoption Roadmap•
The AI Revenue Illusion: GMV vs ARR•
Three Go-to-Market Scenarios for B2B SaaS•
The Enterprise AI Agent Security and Access Checklist•
The 'Glass Slipper' Trap: Why Early Retention Metrics Mislead•
The Hidden Crisis: How Silent Quitting Reveals a Broken Feedback Loop in Modern Organizations•
From TAM, SAM, and SOM to Market Entry Order•
AI Agent Build vs. Buy: What Should You Own?•
The Hidden Crisis: How Silent Quitting Reveals a Broken Feedback Loop in Modern Organizations•
The Enterprise AI Agent Security and Access Checklist•
The AI Agent PoC Scorecard•
How to Read B2B Marketing Case Studies as Pipelines•
The PM Role is Evolving. Enter the Producer.•
The OKR Paradox: Why Google's Goal-Setting Framework Became Its Own Enemy•
Agile: The Secret Behind Success vs. The Reason We Fail•
The Hidden Cost of 'Friendly' Feedback•
Three Go-to-Market Scenarios for B2B SaaS•
Why GTM Is Suddenly Everywhere (The Shift from PLG)•
The AI Revenue Illusion: GMV vs ARR•
AI Product Pricing: Seats, Usage, and Outcomes•
The 'Global Market' Myth: Why Local Wins First•
The 'Glass Slipper' Trap: Why Early Retention Metrics Mislead•
Pricing is Power: If You Can't Raise It, You Don't Have a Business•
From TAM, SAM, and SOM to Market Entry Order•
Your Dashboard Is Lying to You (Stop Hiding Behind Data)•
A 90-Day Enterprise AI Adoption Roadmap•
GTM 101: Startup Revenue Architecture•
Get Off the Sidelines: It's Your Turn to Play•
The 'Imaginary Customer' Problem: Why ICP Often Misleads•
The AI Use-Case Priority Matrix•
Three Go-to-Market Scenarios for B2B SaaS•
The 'Imaginary Customer' Problem: Why ICP Often Misleads•
The AI Revenue Illusion: GMV vs ARR•
The Hidden Cost of 'Friendly' Feedback•
The OKR Paradox: Why Google's Goal-Setting Framework Became Its Own Enemy•
The Hidden Crisis: How Silent Quitting Reveals a Broken Feedback Loop in Modern Organizations•
Pricing is Power: If You Can't Raise It, You Don't Have a Business•
The 'Global Market' Myth: Why Local Wins First•
The Enterprise AI Agent Security and Access Checklist•
The AI Agent PoC Scorecard•
Get Off the Sidelines: It's Your Turn to Play•
From TAM, SAM, and SOM to Market Entry Order•
Agile: The Secret Behind Success vs. The Reason We Fail•
The AI Use-Case Priority Matrix•
The PM Role is Evolving. Enter the Producer.•
How to Read B2B Marketing Case Studies as Pipelines•
A 90-Day Enterprise AI Adoption Roadmap•
The 'Glass Slipper' Trap: Why Early Retention Metrics Mislead•
AI Agent Build vs. Buy: What Should You Own?•
AI Product Pricing: Seats, Usage, and Outcomes•
Why GTM Is Suddenly Everywhere (The Shift from PLG)•
Your Dashboard Is Lying to You (Stop Hiding Behind Data)•
GTM 101: Startup Revenue Architecture•
AI Product Pricing: Seats, Usage, and Outcomes•
AI Agent Build vs. Buy: What Should You Own?•
The PM Role is Evolving. Enter the Producer.•
The 'Global Market' Myth: Why Local Wins First•
The AI Use-Case Priority Matrix•
The OKR Paradox: Why Google's Goal-Setting Framework Became Its Own Enemy•
Agile: The Secret Behind Success vs. The Reason We Fail•
The AI Agent PoC Scorecard•
From TAM, SAM, and SOM to Market Entry Order•
The AI Revenue Illusion: GMV vs ARR•
Pricing is Power: If You Can't Raise It, You Don't Have a Business•
GTM 101: Startup Revenue Architecture•
The 'Imaginary Customer' Problem: Why ICP Often Misleads•
How to Read B2B Marketing Case Studies as Pipelines•
Three Go-to-Market Scenarios for B2B SaaS•
The Hidden Cost of 'Friendly' Feedback•
The 'Glass Slipper' Trap: Why Early Retention Metrics Mislead•
Get Off the Sidelines: It's Your Turn to Play•
Why GTM Is Suddenly Everywhere (The Shift from PLG)•
A 90-Day Enterprise AI Adoption Roadmap•
The Enterprise AI Agent Security and Access Checklist•
Your Dashboard Is Lying to You (Stop Hiding Behind Data)•
The Hidden Crisis: How Silent Quitting Reveals a Broken Feedback Loop in Modern Organizations•
Three Go-to-Market Scenarios for B2B SaaS•
The AI Agent PoC Scorecard•
Pricing is Power: If You Can't Raise It, You Don't Have a Business•
AI Product Pricing: Seats, Usage, and Outcomes•
GTM 101: Startup Revenue Architecture•
A 90-Day Enterprise AI Adoption Roadmap•
The 'Global Market' Myth: Why Local Wins First•
The 'Imaginary Customer' Problem: Why ICP Often Misleads•
Your Dashboard Is Lying to You (Stop Hiding Behind Data)•
The Hidden Crisis: How Silent Quitting Reveals a Broken Feedback Loop in Modern Organizations•
The AI Use-Case Priority Matrix•
The Enterprise AI Agent Security and Access Checklist•
The 'Glass Slipper' Trap: Why Early Retention Metrics Mislead•
Agile: The Secret Behind Success vs. The Reason We Fail•
Get Off the Sidelines: It's Your Turn to Play•
From TAM, SAM, and SOM to Market Entry Order•
How to Read B2B Marketing Case Studies as Pipelines•
The OKR Paradox: Why Google's Goal-Setting Framework Became Its Own Enemy•
AI Agent Build vs. Buy: What Should You Own?•
The Hidden Cost of 'Friendly' Feedback•
Why GTM Is Suddenly Everywhere (The Shift from PLG)•
The PM Role is Evolving. Enter the Producer.•
The AI Revenue Illusion: GMV vs ARR•
AI Agent Build vs. Buy: What Should You Own?•
Three Go-to-Market Scenarios for B2B SaaS•
Why GTM Is Suddenly Everywhere (The Shift from PLG)•
Pricing is Power: If You Can't Raise It, You Don't Have a Business•
The 'Imaginary Customer' Problem: Why ICP Often Misleads•
The AI Revenue Illusion: GMV vs ARR•
The Enterprise AI Agent Security and Access Checklist•
GTM 101: Startup Revenue Architecture•
Your Dashboard Is Lying to You (Stop Hiding Behind Data)•
AI Product Pricing: Seats, Usage, and Outcomes•
A 90-Day Enterprise AI Adoption Roadmap•
The Hidden Crisis: How Silent Quitting Reveals a Broken Feedback Loop in Modern Organizations•
The AI Use-Case Priority Matrix•
Get Off the Sidelines: It's Your Turn to Play•
The 'Glass Slipper' Trap: Why Early Retention Metrics Mislead•
The PM Role is Evolving. Enter the Producer.•
Agile: The Secret Behind Success vs. The Reason We Fail•
The AI Agent PoC Scorecard•
The 'Global Market' Myth: Why Local Wins First•
The OKR Paradox: Why Google's Goal-Setting Framework Became Its Own Enemy•
From TAM, SAM, and SOM to Market Entry Order•
The Hidden Cost of 'Friendly' Feedback•
How to Read B2B Marketing Case Studies as Pipelines•
AI Agent Build vs. Buy: What Should You Own?•
Get Off the Sidelines: It's Your Turn to Play•
Pricing is Power: If You Can't Raise It, You Don't Have a Business•
Your Dashboard Is Lying to You (Stop Hiding Behind Data)•
The Hidden Crisis: How Silent Quitting Reveals a Broken Feedback Loop in Modern Organizations•
The Hidden Cost of 'Friendly' Feedback•
The AI Use-Case Priority Matrix•
The PM Role is Evolving. Enter the Producer.•
The Enterprise AI Agent Security and Access Checklist•
How to Read B2B Marketing Case Studies as Pipelines•
The 'Global Market' Myth: Why Local Wins First•
The 'Glass Slipper' Trap: Why Early Retention Metrics Mislead•
A 90-Day Enterprise AI Adoption Roadmap•
The AI Agent PoC Scorecard•
The 'Imaginary Customer' Problem: Why ICP Often Misleads•
Three Go-to-Market Scenarios for B2B SaaS•
AI Product Pricing: Seats, Usage, and Outcomes•
Why GTM Is Suddenly Everywhere (The Shift from PLG)•
GTM 101: Startup Revenue Architecture•
The OKR Paradox: Why Google's Goal-Setting Framework Became Its Own Enemy•
Agile: The Secret Behind Success vs. The Reason We Fail•
From TAM, SAM, and SOM to Market Entry Order•
The AI Revenue Illusion: GMV vs ARR•
AI Product Pricing: Seats, Usage, and Outcomes•
Pricing is Power: If You Can't Raise It, You Don't Have a Business•
How to Read B2B Marketing Case Studies as Pipelines•
The Hidden Cost of 'Friendly' Feedback•
The OKR Paradox: Why Google's Goal-Setting Framework Became Its Own Enemy•
The AI Use-Case Priority Matrix•
The AI Agent PoC Scorecard•
The PM Role is Evolving. Enter the Producer.•
GTM 101: Startup Revenue Architecture•
The 'Global Market' Myth: Why Local Wins First•
AI Agent Build vs. Buy: What Should You Own?•
Agile: The Secret Behind Success vs. The Reason We Fail•
Get Off the Sidelines: It's Your Turn to Play•
The 'Imaginary Customer' Problem: Why ICP Often Misleads•
Why GTM Is Suddenly Everywhere (The Shift from PLG)•
Your Dashboard Is Lying to You (Stop Hiding Behind Data)•
A 90-Day Enterprise AI Adoption Roadmap•
The AI Revenue Illusion: GMV vs ARR•
Three Go-to-Market Scenarios for B2B SaaS•
The Enterprise AI Agent Security and Access Checklist•
The 'Glass Slipper' Trap: Why Early Retention Metrics Mislead•
The Hidden Crisis: How Silent Quitting Reveals a Broken Feedback Loop in Modern Organizations•
From TAM, SAM, and SOM to Market Entry Order•
AI Agent Build vs. Buy: What Should You Own?•
The Hidden Crisis: How Silent Quitting Reveals a Broken Feedback Loop in Modern Organizations•
The Enterprise AI Agent Security and Access Checklist•
The AI Agent PoC Scorecard•
How to Read B2B Marketing Case Studies as Pipelines•
The PM Role is Evolving. Enter the Producer.•
The OKR Paradox: Why Google's Goal-Setting Framework Became Its Own Enemy•
Agile: The Secret Behind Success vs. The Reason We Fail•
The Hidden Cost of 'Friendly' Feedback•
Three Go-to-Market Scenarios for B2B SaaS•
Why GTM Is Suddenly Everywhere (The Shift from PLG)•
The AI Revenue Illusion: GMV vs ARR•
AI Product Pricing: Seats, Usage, and Outcomes•
The 'Global Market' Myth: Why Local Wins First•
The 'Glass Slipper' Trap: Why Early Retention Metrics Mislead•
Pricing is Power: If You Can't Raise It, You Don't Have a Business•
From TAM, SAM, and SOM to Market Entry Order•
Your Dashboard Is Lying to You (Stop Hiding Behind Data)•
A 90-Day Enterprise AI Adoption Roadmap•
GTM 101: Startup Revenue Architecture•
Get Off the Sidelines: It's Your Turn to Play•
The 'Imaginary Customer' Problem: Why ICP Often Misleads•
The AI Use-Case Priority Matrix•
Three Go-to-Market Scenarios for B2B SaaS•
The 'Imaginary Customer' Problem: Why ICP Often Misleads•
The AI Revenue Illusion: GMV vs ARR•
The Hidden Cost of 'Friendly' Feedback•
The OKR Paradox: Why Google's Goal-Setting Framework Became Its Own Enemy•
The Hidden Crisis: How Silent Quitting Reveals a Broken Feedback Loop in Modern Organizations•
Pricing is Power: If You Can't Raise It, You Don't Have a Business•
The 'Global Market' Myth: Why Local Wins First•
The Enterprise AI Agent Security and Access Checklist•
The AI Agent PoC Scorecard•
Get Off the Sidelines: It's Your Turn to Play•
From TAM, SAM, and SOM to Market Entry Order•
Agile: The Secret Behind Success vs. The Reason We Fail•
The AI Use-Case Priority Matrix•
The PM Role is Evolving. Enter the Producer.•
How to Read B2B Marketing Case Studies as Pipelines•
A 90-Day Enterprise AI Adoption Roadmap•
The 'Glass Slipper' Trap: Why Early Retention Metrics Mislead•
AI Agent Build vs. Buy: What Should You Own?•
AI Product Pricing: Seats, Usage, and Outcomes•
Why GTM Is Suddenly Everywhere (The Shift from PLG)•
Your Dashboard Is Lying to You (Stop Hiding Behind Data)•
GTM 101: Startup Revenue Architecture•
AI Product Pricing: Seats, Usage, and Outcomes•
AI Agent Build vs. Buy: What Should You Own?•
The PM Role is Evolving. Enter the Producer.•
The 'Global Market' Myth: Why Local Wins First•
The AI Use-Case Priority Matrix•
The OKR Paradox: Why Google's Goal-Setting Framework Became Its Own Enemy•
Agile: The Secret Behind Success vs. The Reason We Fail•
The AI Agent PoC Scorecard•
From TAM, SAM, and SOM to Market Entry Order•
The AI Revenue Illusion: GMV vs ARR•
Pricing is Power: If You Can't Raise It, You Don't Have a Business•
GTM 101: Startup Revenue Architecture•
The 'Imaginary Customer' Problem: Why ICP Often Misleads•
How to Read B2B Marketing Case Studies as Pipelines•
Three Go-to-Market Scenarios for B2B SaaS•
The Hidden Cost of 'Friendly' Feedback•
The 'Glass Slipper' Trap: Why Early Retention Metrics Mislead•
Get Off the Sidelines: It's Your Turn to Play•
Why GTM Is Suddenly Everywhere (The Shift from PLG)•
A 90-Day Enterprise AI Adoption Roadmap•
The Enterprise AI Agent Security and Access Checklist•
Your Dashboard Is Lying to You (Stop Hiding Behind Data)•
The Hidden Crisis: How Silent Quitting Reveals a Broken Feedback Loop in Modern Organizations•
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Three Go-to-Market Scenarios for B2B SaaS

Three Go-to-Market Scenarios for B2B SaaS

5 min read

In this article, GTM means Go-to-Market, not Google Tag Manager.

If B2B SaaS GTM begins with “Should we do content, advertising, or sales?” it ends with a long channel list. Start instead with whose transition event you will capture, which offer earns entry, and what becomes the repeatable unit of growth.

The three companies below are synthetic examples. They illustrate choices rather than document real customer success.

The Shared GTM Canvas

  1. ICP: The first customer segment you can win
  2. Trigger: An observable event that creates urgency now
  3. Buyer/User: The budget owner versus the person using the product
  4. Beachhead problem: The narrow, urgent problem solved first
  5. Entry offer: Trial, diagnostic, pilot, or partner bundle
  6. Motion: PLG, sales-led, partner-led, or a mix
  7. Activation: The measurable moment of first value
  8. Monetization: Seat, usage, outcome, or another value unit
  9. Proof: Security, ROI, customer evidence, and product behavior
  10. Expansion: Conditions for expanding team, workflow, or geography

Compare the Three Scenarios

DimensionA. Enterprise Sales-ledB. Product-led GrowthC. Partner-led Vertical
Product conditionsHigh price, complexity, regulation, many stakeholdersFast self-service, low initial riskIndustry or local expertise and trust matter
ICPNamed accounts with acute pain and budgetIndividual or small team sees value quicklyMid-market and enterprise in one vertical
TriggerRegulation, rising cost, system replacementRepetitive manual work, new project, team growthPolicy change or partner customer demand
Buyer/UserExecutive, IT, security / operatorUser expands to team adminCustomer executive / partner consultant and operator
Entry offerPaid diagnostic and bounded pilotFree trial or free tierJoint diagnostic and industry template
Main channelsABM, executive content, outbound, eventsSearch, community, templates, product sharingReseller, SI, association, cloud marketplace
ActivationFirst approved workflow completed with real dataCore output generated and shared in the first sessionPartner deploys the first customer workflow
Core metricsQualified opportunity, pilot-to-contract, sales cycleActivation, PQL, paid conversion, retentionActive partners, partner pipeline, win rate
Common failureEndless free PoCsSignups without a value eventMany recruited partners, no co-selling

A. Enterprise Sales-led

Illustrative Company

Assume an AI SaaS product reviews documents in a regulated industry. Annual contract value is high, and SSO, audit, and data-processing reviews are mandatory.

Design

  • ICP: A specific team with high document volume and measured delay cost
  • Trigger: Regulatory deadline, audit finding, or specialist shortage
  • Message: Reduce queue, rework, and audit gaps rather than “AI transformation”
  • Entry: Four-week paid diagnostic plus one bounded workflow pilot
  • Sales path: Problem discovery → technical and security validation → economic buyer alignment → pilot → expansion contract
  • Proof: Handling time, errors, human review, auditability, and cost per verified success versus baseline
  • Guardrail: Contract conversion criteria and stop conditions before the pilot

Track named-account engagement, discovery-to-qualified opportunity, security-review time, pilot-to-paid conversion, cycle length, win rate, and expansion pipeline.

B. Product-led Growth

Illustrative Company

Assume a developer tool that connects to a repository and creates documentation and tests. An individual can begin without a credit card.

Design

  • ICP: A practitioner on a software team carrying repetitive documentation and test work
  • Trigger: Taking over a repository, release pressure, or onboarding
  • Entry: Sample repository → free individual tier → team features
  • Activation: Not signup, but sharing the first verified change in a real repository
  • PQL: Team invitation, repeat usage, repository count, and policy-feature exploration
  • Expansion: Security, administration, audit, and shared policy move the account to team and enterprise plans
  • Guardrail: Free limits must not end before value, while still containing runaway cost

Track signup-to-activation, time to value, activated-to-PQL-to-paid, cohort retention, and expansion per account.

C. Partner-led Vertical

Illustrative Company

Assume an overseas manufacturing-quality AI SaaS entering Korea. Local language, plant integration, and industry trust matter as much as the product.

Design

  • ICP: Mid-sized manufacturers using a specific production system and quality standard
  • Trigger: Defect cost, retiring experts, or an export audit
  • Partner: Industry SI, consultant, or equipment vendor with customer access and implementation capability
  • Entry: Joint diagnostic → standard plant template → lighthouse customer → joint case study
  • Incentive: Reward certified people, first active customers, renewal, and expansion instead of registrations
  • Enablement: Demo, data requirements, security documents, pricing, role, and lead-protection rules
  • Guardrail: Make customer relationship, support, data, and contract responsibilities explicit

Measure activated rather than recruited partners, time to first deal, implementation success, renewal, and expansion.

Choose the Mix

  • A large buying committee and pre-sale security or integration work increase the sales-led share.
  • PLG works when one user can create and share value within minutes.
  • Partner-led works when local trust, field implementation, or regulatory interpretation blocks entry.

No motion is permanent. A user may enter through PLG and later move to enterprise sales. A partner may create a lighthouse account that direct sales expands.

Attach Channels to the Pipeline

Salesforce describes a pipeline as a staged structure for tracking opportunities, while HubSpot lifecycle stages manage marketing and sales progression. The names may vary, but the transitions must be explicit:

Entry event → qualification → opportunity → contract → activation → renewal and expansion

A channel becomes strategy only when it can explain which transition it changes. Do not force the company into one scenario. Write the share of each motion and the one transition you will test over the next 90 days.