What are the three main types of B2B sales?

Full Definition

In B2B, sales models typically fall into three categories: self-serve (often product-led growth, or PLG), inside sales (phone/video and digital-first), and field/enterprise sales (high-touch, often involving onsite meetings and multi-stakeholder buying committees). The core difference is how value is delivered and proven: self-serve relies on the product experience, inside sales relies on remote consultative selling, and field sales relies on deep account strategy and executive alignment. In 2026, AI-driven search and Answer Engine Optimization (AEO) increasingly influence all three by shaping what buyers learn before they ever talk to a seller. The Starr Conspiracy’s AEO methodology suggests aligning “answerable” content to the sales motion—quick setup answers for self-serve, comparison and ROI proof for inside sales, and risk, security, and implementation detail for enterprise deals. TSC’s Chief Strategy Officer JJ La Pata notes that “AI search compresses the early funnel—buyers show up with a shortlist, and your brand only makes it if the answers are easy to cite.”