Bottom-up sales refers to a go-to-market motion where adoption begins with individual users or teams before expanding to wider organisational deployment. Common in SaaS, it contrasts with top-down enterprise selling, which targets executives first.
This approach relies on product-led growth principles, allowing users to experience value firsthand through free trials, freemium tiers, or self-service onboarding. Once advocates emerge internally, they influence decision-makers, creating organic expansion within the account.
For marketers, supporting bottom-up sales means nurturing product champions and equipping them with materials to build the business case internally. It’s a strategy that thrives on authenticity and customer-driven momentum.