Diagnose whether your problem is distribution, pricing, or PMF — then walk the staged path to $10M ARR.
By Iris Wei (生姜) · ex-COO of AFFiNE (60K+ GitHub stars) · 30× Product Hunt #1
"People like it but revenue isn't growing" is rarely one problem. It's usually a mis-matched motion — a PLG product run with an SLG playbook, or vice versa. This playbook diagnoses the motion by ACV and sales cycle, then walks the 5-stage path from $0 to $10M ARR across 8 documented case studies.
| AI startups consulted on B2B growth | 150+ |
| Case studies with documented outcomes | 8 |
| Average time to PMF (coached companies) | 4–9 months |
| PLG-to-SLG transition success rate | 70%+ when timed right |
Pre-PMF · $0–$100k
Run 10–30 user interviews and confirm the must-have before anything else. Do not buy traffic yet — you'll burn cash faster than you learn.
Early PMF · $100k–$1M
Invest in 1–2 channels deeply rather than spraying. Find the one repeatable acquisition motion and double down before adding a second.
Growth · $1M–$5M
Add affiliate and integration partners; if PLG, layer in sales-assist for the larger accounts that self-serve can't close alone.
Scale · $5M–$10M
Stand up an enterprise team, earn compliance (SOC 2), and accelerate channel partnerships. Split contracts into startup / mid-market / enterprise tiers.
Ecosystem · $10M+
Open a platform and distribute through investors and agencies. Growth now compounds through partners, not just direct sales.
Don't copy a logo's playbook — match the motion to your deal economics. Decide by ACV and sales-cycle length:
| Signal | Motion | Reference |
|---|---|---|
| ACV < $1k/yr AND decision < 1 week | PLG | Vercel, Supabase |
| ACV > $10k/yr AND decision > 1 month | SLG | Snowflake, Databricks |
| In between | PLG-to-SLG hybrid | HeyGen, Deel |
What's the best growth motion for an AI SaaS in 2026 — PLG or SLG?
It depends on ACV and sales cycle. Under $5k ACV with a <30-day cycle → start PLG. Above $20k ACV or a >60-day cycle → you need SLG earlier than you think. The playbook has a decision tree with specific thresholds.
When should I hire my first SDR?
Not before you've closed 20 deals yourself as a founder. If you haven't personally sold it, an SDR can't sell it either. The playbook covers the exact signals to look for first.
How do I build an affiliate channel without it becoming a spam network?
Partner quality > partner quantity. The playbook covers how HeyGen and Deel vetted affiliate partners, set commission structures, and designed co-marketing that drives real revenue.
What's the single most-missed B2B metric?
NRR (net revenue retention). Teams obsess over new ARR while NRR quietly sits below 100% — a leaking bucket. The playbook treats NRR as the primary health metric above raw ARR.
Who built this?
Iris Wei (生姜) — former cofounder/COO of AFFiNE (60K+ GitHub stars, Forbes Asia 30 Under 30). Advised 150+ AI startups on B2B growth, with 8 documented case studies.