Salesforce first took the world by storm in early 2000 ' s when the y created a movement around " No Software " and built a strong Inbound engine . They then added Outbound to focus on mid - market buyers . Salesforce turned the ir movement into a Community of certified SFDC developers who got easy access through a Product - led motion . They eventually added an enterprise Outbound team as they moved up market . AppExchange signaled the start of an Ecosystem motion , and they built out a massive Channel - led motion of partners , service providers , and implementers . Dreamforce launched in 2003 and has become one of the most successful Event - led motions in the world . Over the years , they ' ve done city tours to bring customers and prospects together in more intimate and high - value experiences , as well as a virtual version during COVID that had over 140 million views . © 2023 Go To Market Partners , LLC . All rights reserved . Page 8 The best way to demonstrate how the GTM Motions work is to see how real companies use them , add to them , and change the m at pivotal moments . Many large companies start out with one or two GTM Motions and evolve over time . The following examples are not meant to be complete histories , rathe r examples of well - known GTM shifts that changed the way some of the biggest companies have maintained growth . Company Examples of GTM Motions As is the case with many PLG motions , Atlassian began seeing widespread adoption by individuals and teams within large enterprises . Over time , they started to get the attention of CFOs when tech sprawl forced a consolidation dilemma . Rather than be forced out , Atlassian built an enterprise team to go Outbound into existing enterprises with a large install base . The y began to resell and consolidate contracts and terms , often increasing contract value by offering more services , security , and custom integrations .