The advantages of the Bottoms Up model include efficiency, as it allows startups to generate leads without extensive sales efforts, but achieving viral product growth is challenging.

The dirty secret about Bottoms Up sales is that they still require salespeople, as seen with Slack, which employs many to build an efficient sales cycle once prospects are already using the product.

Startups typically use a top-down sales motion to sell expensive products to executives at large companies and a Bottoms Up motion to acquire individual users, which can lead to sales to those executives.

Startups that sell using a Top Down approach often see better early retention metrics compared to those using Bottom Up sales.

Choosing between top-down and Bottoms Up sales strategies depends on whose problem the startup is solving; if the pitch resonates with individual contributors, Bottoms Up is preferable, while top-down is better for executive-focused pitches.

Bottom Up sales start with the user, focusing on building a self-serve product that can be adopted without direct interaction with the company. This approach works well for startups that solve pain points for individuals or small teams, as products need to be easy to adopt and can spread virally within an organization.

A perfect example of Bottoms Up sales is Slack, which small teams could adopt independently, allowing it to spread virally within organizations before the sales team reached out.

To build a Top Down sales motion, define your target customer and identify the individuals within those companies who have the problems your product solves.

Sales should be prioritized early in the startup process, as engaging with customers can lead to better product development and quicker sales success.