Sales glossarySLG (Sales led growth)

What does SLG mean in sales?

Busy? Here's the short answer:

"Sales-led growth" is a GTM strategy where the sales team takes the lead in driving customer acquisition and revenue growth. The focus is on prospecting, nurturing, and closing deals to increase the customer base and generate revenue.

What is SLG (Sales-Led Growth)?

SLG, which stands for "Sales-Led Growth," is a powerful go-to-market (GTM) strategy where the sales team takes the lead in driving customer acquisition and revenue growth. Instead of waiting for customers to come knocking, the sales-led growth approach is all about actively seeking and closing deals to expand the customer base and boost revenue.

Key Takeaways

  • SLG is a GTM strategy where the sales team plays a proactive role in driving customer acquisition and revenue growth.
  • The focus is on prospecting, nurturing leads, and closing deals to expand the customer base.
  • Sales-led growth empowers sales teams to take charge of revenue generation and customer acquisition.

How Does SLG Work?

Imagine you're on a treasure hunt, and instead of waiting for clues to come to you, you actively seek them out. That's exactly how SLG works! In the world of sales, it means the sales team actively seeks out potential customers, nurtures leads, and closes deals to grow the business. Let's break down the process:

1. Proactive Prospecting

Sales-led growth starts with proactive prospecting. The sales team actively identifies potential customers and reaches out to them. It's like making new friends by introducing yourself and starting a conversation.

2. Nurturing Leads

Once the sales team makes a connection, they nurture the leads. This involves building relationships, understanding customer needs, and providing valuable insights. It's like keeping in touch with friends, showing you care about them.

3. Closing Deals

The ultimate goal of SLG is to close deals. When the sales team successfully addresses customer needs and showcases the value of their offerings, customers are more likely to make a purchase. It's like finding the treasure at the end of the hunt!

Real-Life Example

Let's meet John, a sales representative for a software company. Instead of waiting for inbound leads, John proactively researches and identifies potential customers. He reaches out to them, provides personalized insights, and showcases how the software can benefit their business. John builds strong relationships and closes deals, driving revenue growth for the company. Thanks to SLG, John's efforts play a significant role in the company's success.


Q1: Is SLG only for startups?

No, SLG is a versatile strategy suitable for businesses of all sizes. Startups can leverage SLG to accelerate growth, and established companies can use it to expand their customer base and drive revenue.

Q2: Does SLG replace other marketing strategies?

No, SLG complements other marketing strategies. While SLG focuses on the sales team taking the lead, it can work hand-in-hand with marketing efforts to maximize customer acquisition and revenue growth.

Q3: Is SLG only about revenue growth?

While revenue growth is a primary focus of SLG, it also emphasizes building strong customer relationships. By understanding customer needs and providing value, SLG ensures long-term customer satisfaction and loyalty.

In conclusion, SLG (Sales-Led Growth) is a proactive GTM strategy where the sales team actively drives customer acquisition and revenue growth. By taking charge of prospecting, nurturing leads, and closing deals, sales-led growth empowers businesses to expand their customer base and achieve remarkable success.

Related terms...

ABC (Always Be Closing)

ABC means "Always Be Closing" and is a motivational mantra. It's generally used for aggressive sales strategies focused on "getting to a close" or sometimes as a joke among sales teams.

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Accepted Lead

An Accepted Lead is a potential sales prospect that has been evaluated and deemed worthy of pursuing by the sales team.

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An Account, in sales, refers to a specific customer or client that a business has a commercial relationship with.

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AE (Account Executive)

An Account Executive (or AE) the sales person responsible for managing and nurtinrg relationships with clients or key accounts. They are often the primary point of contact for existing accounts and responsible for closing new deals.

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ACV (Average Contract Value)

ACV, or Annual Contract Value, is a metric used in sales to calculate the total revenue generated from a single customer's contract. It helps businesses understand the financial performance of each customer.

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All terms

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