| name | gingiris-b2b-growth |
| description | 🇺🇸 B2B SaaS Growth — PLG vs SLG Playbook — Diagnose whether your problem is distribution, pricing, or PMF. PLG/SLG selection by ACV and sales cycle, the 5-stage path from $0 to $10M ARR, NRR discipline, affiliate & channel motion, enterprise tiering. Built from HeyGen, Deel, Vercel, Supabase, Snowflake patterns.
🇨🇳 B2B SaaS 增长 — PLG vs SLG 决策手册 — 诊断你的瓶颈是分发、定价还是 PMF。按 ACV 和销售周期选 PLG/SLG，$0 → $10M ARR 的 5 阶段路径，NRR 纪律，联盟与渠道打法，Enterprise 分层。提炼自 HeyGen、Deel、Vercel、Supabase、Snowflake。
🇯🇵 B2B SaaS グロース — PLG vs SLG プレイブック — 課題が流通・価格・PMFのどれかを診断。ACVとセールスサイクルでPLG/SLG選定、$0→$10M ARRの5段階パス、NRR規律、アフィリエイト＆チャネル。
🇰🇷 B2B SaaS 성장 — PLG vs SLG 플레이북 — 병목이 유통·가격·PMF 중 무엇인지 진단. ACV와 세일즈 사이클로 PLG/SLG 선택, $0 → $10M ARR 5단계 경로, NRR 규율, 제휴 & 채널.
Triggers: "B2B growth" | "B2B SaaS" | "PLG" | "SLG" | "product-led growth" | "sales-led growth" | "PLG or SLG" | "SaaS pricing" | "ARR growth" | "NRR" | "go to market" | "enterprise sales" | "affiliate" | "PMF" | "B2B 增长" | "PLG 还是 SLG" | "SaaS 定价" | "渠道合作" | "PLG/SLG 선택"
|
| when_to_use | Use this skill when you need to: diagnose PLG vs SLG motion, grow B2B SaaS revenue from
$0 to $10M ARR, design SaaS pricing tiers, build affiliate/channel programs, validate PMF,
improve NRR, or structure enterprise sales motion.
Trigger phrases: "B2B growth" | "PLG vs SLG" | "SaaS pricing" | "enterprise sales" |
"ARR growth" | "B2B增长" | "PLG还是SLG" | "SaaS定价" | "渠道合作"
|
| source | https://github.com/Gingiris-1031/gingiris-skills/tree/main/skills/gingiris-b2b-growth |
| tags | ["b2b-growth","plg","slg","saas","saas-marketing","product-led-growth","sales-led-growth","b2b-saas","startup-growth","go-to-market","revenue-growth","mrr","claude-code","ai-agent-skill","latest"] |
B2B SaaS Growth — PLG / SLG Playbook
🌍 Language / 语言: English | 中文
"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. Start by diagnosing the motion, then walk the staged path.
English Version
Pick your motion (the flywheel)
PLG (product-driven)
↑
existing traffic + short decision
←─────────────────────────────────→
needs trust + long cycle
↓
SLG (sales-driven)
| 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 |
The 5-stage path
| Stage | ARR | Key move |
|---|
| Pre-PMF | $0–$100k | 10–30 user interviews; confirm the must-have before anything else |
| Early PMF | $100k–$1M | Invest in 1–2 channels deeply — do not spray |
| Growth | $1M–$5M | Add affiliate + integration partners; PLG gets sales-assist |
| Scale | $5M–$10M | Enterprise team, compliance (SOC 2), channel acceleration |
| Ecosystem | $10M+ | Open platform, investor / agency distribution |
Enterprise deal execution (private deployment & custom 2B)
Winning the contract is half the job — getting paid in full is the other half. Distilled from a Multi-Agent open-source commercialization project retro.
Payment structure & final-installment defense
| Rule | Detail |
|---|
| Staged payments | Private deployment splits 3:4:3 or 4:4:2 — first features live / full deployment / final payment after 3–6 months of ops |
| Collect on signature | 30% due the day the contract is signed |
| Late penalty | Written into the contract: 0.5% per day overdue |
| Final-payment leverage | Keep 1–2 features deployed on your own servers until the last payment clears — say it before signing, write it into the terms |
| Who to chase | Chase the tail payment with the highest-ranking contact; if your champion stalls, escalate to the CEO once or twice |
| Long-term direction | Every new deal: prepayment up, tail payment down |
Scope control: SOR / SOW / CCB
- Keep SOR (customer's raw asks) separate from SOW (acceptance criteria + delivery milestones + change terms); sign the SOW together with the contract.
- All changes go through a CCB: customer initiates in writing → both PMs assess impact (cost / schedule) → both sides sign a change confirmation.
- Leave a paper trail for everything; name the acceptance contact in the contract.
- Customer gets excited on a call and promises the moon? Only paperwork counts.
Commercial push-pull
- Customer asks for 50 features and you could do 40 → "we can commit to 10, and because we want this to succeed we'll stretch to 15." Turn concessions into favors.
- Requests you don't want → price them up (pad the person-days) instead of refusing outright.
- Private deployment has only two legitimate drivers: data privacy + internal permission-system integration. Everything else belongs on SaaS.
- SaaS customization → sell a License. SSO and similar integrations → open API + standard docs, let the customer build it themselves.
Revenue & channel math
| Path to $1M ARR | Breakdown |
|---|
| Enterprise route | 9 × $100k 2B customers |
| Subscription route | ~~5,000 × $200/yr subscribers (≈500 per $100k) per $100k (≈5,000 for $1M) |
| Channel tier | Terms |
|---|
| Reseller | 10–20% referral fee |
| Silver (>$100k/yr sales) | 15% |
| Gold (>$300k/yr sales) | 20% |
Reseller due diligence — three questions: what did you resell before? where do your customers come from? reseller or service partner?
2B content formula: 80% how you helped customers succeed + 20% about the customer. Deck narrative: pain first, then the fix.
Deep dive: references/deal-execution.md. The full operator layer (contract-clause quick cards, the 12-question pre-signing checklist, negotiation scripts) ships with the Gingiris paid field manual → https://gingiris.tools/playbook/2b-deals/
B2B content is different from B2C
- Must have a case study (ROI / time saved / headcount saved).
- Must have verifiable numbers ("customer X saved Y hours/month").
- Must have a CFO-friendly pricing page (ROI calculator, annual discount, compliance docs).
- ❌ No B2C hype words ("amazing", "magical").
Anti-patterns
- ❌ Paid acquisition before PMF — you burn cash 10× faster than you learn.
- ❌ Forcing PLG → SLG at $1M just because. Vercel held PLG to $100M.
- ❌ Watching ARR but ignoring NRR. NRR < 100% = a leaking bucket.
- ❌ One contract template for everyone — split startup / mid-market / enterprise.
What to do next
- Pre-PMF → run formal user interviews to find the must-have.
- Post-PMF, need content → move to the blog/SEO workflow (B2B voice: data > story).
- Going global → localize the listing and pricing.
- Benchmarking a rival → run a competitor teardown.
中文版
选你的增长引擎（飞轮）
PLG（产品驱动）
↑
已有流量 + 短决策
←─────────────────────────────────→
需要信任 + 长周期
↓
SLG（销售驱动）
| 信号 | 引擎 | 对标 |
|---|
| ACV < $1k/年 且 决策 < 1 周 | PLG | Vercel、Supabase |
| ACV > $10k/年 且 决策 > 1 个月 | SLG | Snowflake、Databricks |
| 中间 | PLG-to-SLG 混合 | HeyGen、Deel |
5 阶段路径
| 阶段 | ARR | 关键动作 |
|---|
| Pre-PMF | $0–$100k | 10–30 次用户访谈，先确认 must-have |
| Early PMF | $100k–$1M | 投 1–2 个渠道做深，不要广撒网 |
| Growth | $1M–$5M | 引入 affiliate + 集成伙伴，PLG 加 sales-assist |
| Scale | $5M–$10M | Enterprise 团队、合规（SOC 2）、渠道加码 |
| Ecosystem | $10M+ | 开放平台、investor / agency 分销 |
2B 打单与交付（私有化 & 定制）
签下合同只是一半，全额收回款才是另一半。提炼自某 Multi-Agent 开源商业化项目复盘。
付款结构与尾款防御
| 规则 | 细节 |
|---|
| 分段付款 | 私有化部署 3:4:3 或 4:4:2 —— 第一批功能上线 / 全部部署完 / 运维 3–6 个月后付尾款 |
| 签约即收款 | 签合同当天收 30% |
| 违约金 | 直接写进合同：拖一天多付 0.5% |
| 尾款筹码 | 交付时留 1–2 个功能部署在自己服务器，尾款结清才迁 —— 签合同前说清楚、条款里写清楚 |
| 找谁要 | 尾款直接找对接的最高的人；对接人推诿可问 1–2 次 CEO |
| 长期方向 | 每一单：预付款越来越高、尾款越来越少 |
需求边界管理：SOR / SOW / CCB
- SOR（客户原始输入）与 SOW（验收标准 + 交付节点 + 变更条款）分开；合同和 SOW 一起签。
- 变更一律走 CCB：客户先书面发起 → 双方项目经理评估影响（金额 / 工期）→ 双方签变更确认文件。
- 一切留痕（会议 / 对话 / 验收记录）；合同指明"项目验收对接人"。
- 客户聊嗨了拍胸脯？只有 paperwork 有效。
商务推拉
- 客户提 50 个需求、内部判断 40 能做 →"先答应 10 个，因为想帮你所以做到 15 个"——把让步做成人情。
- 不想做的需求抬价过滤（人/天多标几天），不用直接拒绝。
- 私有化需求只有两个真点：数据隐私 + 接内部权限系统，其他都该买 SaaS。
- SaaS 二开 → 直接卖 License；SSO 等集成 → 开放 API + 标准手册，让客户自己做。
营收与渠道账
| $1M ARR 拆解 | 组成 |
|---|
| 2B 路线 | 9 个 $10 万企业客户 |
| 订阅路线 | 每 $10 万 ≈ 500 个 $200/年订阅用户（$1M ≈ 5,000） |
| 代理分层 | 条件 |
|---|
| Reseller | 10–20% 推荐费 |
| 银牌（年销 >$10 万） | 15% |
| 金牌（年销 >$30 万） | 20% |
代理尽调三问：之前代理过什么产品？客户从哪来？Reseller 还是 Service Partner？
2B 内容公式：80% 讲自己如何帮客户成功 + 20% 讲客户；deck 叙事"先讲怎么痛，再说怎么好"。
B2B 内容特殊要求
- 必须有 case study（ROI / 省时 / 省人力）。
- 必须有可验证数据（"customer X saved Y hours/month"）。
- 必须有 CFO 友好的 pricing 页（ROI 计算器、年付折扣、合规文档）。
- ❌ 不用 ToC 话术（"amazing"、"magical"）。
反模式
- ❌ 没 PMF 就投流（烧钱比学习快 10x）。
- ❌ 到 $1M 就盲目 PLG → SLG（Vercel 坚持 PLG 到 $100M）。
- ❌ 只看 ARR 不看 NRR（NRR < 100% = 漏水桶）。
- ❌ 只给一个合同模板（分 startup / mid-market / enterprise 三版）。
By Iris (生姜 Iris) · ex-COO @ AFFiNE, 150+ AI startups advised · Install: npx skills add Gingiris-1031/gingiris-b2b-growth
