Agent-led growth: The next GTM motion is already here

The window of opportunity for new growth-to-market (GTM) motions is often at its widest when the market is still evolving. Companies that embraced product-led growth (PLG) early, such as Slack, Dropbox, and Zoom, did not wait for the product-led playbook to be fully validated. Similarly, Snowflake and DocuSign succeeded in account-based experience (ABX) by leveraging it early, outperforming competitors still reliant on traditional spray-and-pray tactics. The same pattern is now emerging with a new GTM motion: Agent-led growth.

The evolution of GTM motions has historically been driven by new infrastructure layers. Sales-led growth became scalable with the advent of CRM systems like Salesforce, enabling sellers to manage relationships at scale. Product-led growth reached its peak efficiency when product analytics tools like Mixpanel and Amplitude made it possible to measure and replicate self-directed user experiences. Account-based experience crystallized with the help of intent data platforms like 6sense, enabling precise targeting at the account level.

This pattern is repeating itself now. A new infrastructure stack is emerging, and a new GTM motion is forming around it. We are calling this motion Agent-led growth. The key to success in this new era lies in understanding the distinction between supply-side and demand-side Agent-led growth.

Supply-side Agent-led growth refers to the deployment of AI agents by companies to reach buyers more efficiently. This includes AI-powered sales development representatives (SDRs), AI-generated content, and AI-driven pipelines. However, the term "Agent-led growth" can also describe a demand-side approach, where agents—such as sales representatives, consultants, or partners—are empowered to deliver personalized, customer-centric solutions.

The distinction between these two approaches is crucial. Supply-side Agent-led growth focuses on automating and optimizing the outbound process, while demand-side Agent-led growth emphasizes building strong, trust-based relationships with customers through human agents. Both approaches have their merits, but the most successful companies are likely to combine elements of both, leveraging AI to support and augment human agents rather than replacing them.

The window of opportunity for companies embracing Agent-led growth is now open. Early movers are already crowned as winners in this new GTM motion. By understanding the unique dynamics of Agent-led growth and positioning themselves accordingly, companies can capitalize on this emerging trend and secure their place in the market.

In conclusion, the evolution of GTM motions is closely tied to the development of new infrastructure. As a new infrastructure stack emerges, the opportunity for Agent-led growth presents itself. To succeed in this new era, companies must clearly differentiate between supply-side and demand-side Agent-led growth and strategically position themselves to leverage the strengths of both. The window of advantage is widest now, and those who act early will be the ones to reap the rewards.