Agent-Led Growth.

Agent-Led Growth is the GTM operating model for a buying journey where the actor changed, not the journey itself. The human used to do the research, read the docs, build the feature matrix, and run the trial. Now an AI agent does all of that on the buyer's behalf. The human stays in the loop to set the goal and approve the outcome — but is no longer the one doing the work.

That changes who is on the other side of your site. When a buyer asks Claude "what's the best X for Y," the human never opens your homepage. The agent reads your docs, scans your pricing page, compares you against three competitors, and hands the human a recommendation. You won or lost before the buyer was ever on your site.

ALG is not "AI in sales." That's supply-side — agents helping you sell more efficiently (AI SDRs, content engines, pipeline automation). ALG is demand-side — agents doing the buying on the buyer's behalf. Supply-side ALG improves the economics of your current funnel. Demand-side ALG changes whose funnel it is. Confusing the two is the most common strategy mistake.

In the first two rows the human is the bottleneck. In ALG the human is the governor — they set the objective, define the guardrails, and approve the outcome. The agent does the research, evaluation, and trial. Crucially, an agent on the buyer's side is now the one comparing you to your competitors — and increasingly the one initiating the transaction.

Every dominant GTM motion has been unlocked by a wave of enabling infrastructure. CRMs made sales-led growth scalable. Product analytics made product-led growth measurable. Intent data made account-based marketing targetable. ALG is the motion unlocked by agent infrastructure: MCP, A2A, frontier-model retrieval, browser-side agent runtimes, and WebMCP.

When infrastructure matures this fast, the motion it enables isn't theoretical. It's already redistributing pipeline. The gap between 62% experimenting and 23% scaling is exactly where the competitive advantage compounds — and it closes fast.

Motions don't replace each other — they layer. But each era has a dominant new motion that reshapes how the best companies grow. Each transition followed the same pattern: new infrastructure emerges, early adopters build novel workflows, the workflows become repeatable enough to name, the name becomes a category. ALG is at stage three.

In PLG, the metric was time-to-value — how fast a user hits the aha-moment. In ALG, the equivalent is token-to-value: how many tokens an agent must consume to confidently determine your product solves the buyer's need, and how many more to ship it.

When a developer asks Claude Code to add email functionality, Resend is chosen 63% of the time. SendGrid — vastly larger, more brand awareness, more SEO equity — gets 7%. Not because Resend is better marketed. Because the agent can go from "need email" to "email working" in fewer tokens. Token-to-value will do to documentation what time-to-value did to onboarding.

These motions aren't mutually exclusive — most successful B2B companies layer all three. The question is which one is your primary engine, the one you invest in structurally rather than tactically.

There are two fundamentally different versions of ALG and confusing them is the most common strategy mistake.

ALG isn't a product — it's an operating model. ALG360 sequences it into three pillars that map to the buyer-agent's actual workflow: get introduced to the agent, win its evaluation, then let it execute against you instead of around you.

Theory is useful. Here's a real day in an ALG360-instrumented motion, mapped to the three pillars and the ALG360 capabilities that run them.

Measure agent performance separately from human performance so you can optimize each independently. Early on, focus on cost-per-meeting and quality. As you scale, shift focus to pipeline generated and meeting conversion.

A fully-loaded human SDR runs $75–110K/yr. An AI SDR stack — tooling, orchestration, and oversight — runs $24–60K/yr. Early adopters report 4–7× conversion lift and up to 70% lower CAC. The motion doesn't replace humans; it changes what humans get paid to do.

On the Growth tier, a single replaced SDR headcount roughly funds the entire ALG360 subscription — before counting introduce-side wins, conversion lift, or expansion. The math is conservative; the compounding is not.

You don't rebuild the motion overnight. ALG360 is software you adopt in three steps — scan, ship, wire — designed to compound. Every team starts with the free Agent Readiness Scan.