There are four main types of motions, that a product-led growth (PLG) company can use. When trying to move up-market, multiple motions are typically required in order to become successful.

The Four Funnels of PLG (Product Led Growth)

Self-Serve

Where users swipe a credit card to make a transaction. The personas for this funnel are typically solo individuals, freelancers, or employees working at small to medium-sized businesses or agencies. The product's aim in this funnel is to increase self-serve revenue, using a product-led growth approach.

Sales-Assisted

Also involves credit card swiping but with the help of a sales team. This funnel is relatively transactional, targeting slightly larger companies or more senior individuals such as mid-market core users or SMB buyers. The product's purpose in this funnel is to create a pipeline for the sales team to close more deals.

Bottom-Up

Employs a sales team to land and expand in larger mid-market companies and enterprises. The product's role in this funnel is to generate expansion revenue.

Top-Down

Targets enterprises with an account-based marketing (ABM) strategy and outbound sales. The sales team provides a high-touch experience from the beginning, and the product's function is to enable sales.

Sources:

https://clearbit.com/blog/plg-monetization-funnels

https://www.paceapp.com/blog-posts/what-is-a-hybrid-gtm-motion

https://www.field-guide.unusual.vc/field-guide-enterprise/picking-a-gtm-motion