Hybrid Motion

Combine self-serve and sales-led for maximum growth

Most successful companies combine self-serve and sales-led motions. Start customers on self-serve, then engage sales for expansion and enterprise deals.

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Hybrid Billing Flow

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Segmentation Strategy

Segment	ARR	Motion	Payment	Sales Touch
SMB	$0-10K	Self-serve	Credit card	None
Mid-Market	$10K-50K	Sales-assisted	Card or invoice	Light
Enterprise	$50K+	Sales-led	Invoice	High

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Recommended Alguna Setup

1. Create plans for each segment

   Navigate to Plans → Create Plan

   • Starter/Pro: Self-serve, published pricing
   • Business: Sales-assisted, may require demo
   • Enterprise: Custom quotes only
2. Configure dual checkout paths

   • Enable self-serve checkout for Starter/Pro
   • Add “Contact Sales” for Business/Enterprise
   • Route based on company size or stated needs
3. Set up expansion triggers

   Configure automations to alert sales when:

   • Customer approaches usage limits
   • Account has 10+ users
   • Customer in target industry/company size
   • High product engagement score
4. Enable both payment methods

   Navigate to Settings → Payments

   • Credit card for self-serve customers
   • Invoice with Net 30 for sales-led deals
   • Allow customers to switch payment methods
5. Create upgrade paths

   • Self-serve customers can upgrade in-app
   • Larger upgrades trigger sales notification
   • Enterprise transitions require quote

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When to Involve Sales

Signal	Action
Customer requests demo	Route to sales
Company size > 100 employees	Assign account owner
Usage > 80% of current tier	Expansion outreach
Multiple users from same domain	Account consolidation
Contract renewal approaching	Renewal discussion
Customer on monthly wants annual	Offer discount for commitment

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Self-Serve to Sales Handoff

Qualifying Self-Serve Customers

Track these signals to identify sales opportunities:

Signal	Weight	Action
Company domain matches target list	High	Immediate sales outreach
Added 5+ team members	Medium	Send personalized email
Upgraded plan in-app	Medium	Thank you + check-in
Approaching usage limit	High	Expansion offer
Viewing enterprise features	Medium	Demo invitation

Smooth Transitions

When moving a self-serve customer to sales:

1. Preserve history — Sales can see all usage, invoices, and activity
2. Maintain billing — Don’t disrupt existing subscription
3. Propose upgrade — Create quote for expanded deal
4. Convert on renewal — Switch to invoice billing at contract start

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Metrics for Hybrid Motion

Metric	What It Measures
Self-serve revenue %	Portion of revenue from self-serve
Sales-assisted revenue %	Portion requiring sales touch
Self-serve to sales conversion	% of self-serve customers that become sales-led
Expansion revenue	Revenue from existing customer growth
Land-and-expand ratio	Average ARR at close vs. after 12 months

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Key Features to Configure

Hosted Checkout

Enable low-touch signups.

Quotes

Create custom quotes for larger deals.

Customer Portal

Let customers self-manage or request help.

Automations

Trigger sales alerts based on customer behavior.

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API Reference

Customer Portal API

Generate portal links for self-management.

Subscriptions API

Create and manage subscriptions.

Customers API

Manage customer accounts across segments.

Webhooks

Track events for expansion triggers.

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Related Quick Starts

Self-Serve (PLG)

Deep dive into self-serve checkout.

Sales-Led

Enterprise quoting and contracts.

Sales & RevOps

CRM integration and deal management.

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