2025 trends - GTM will be the BIGGEST worry for Founders and yet...
Go-To-Market (GTM) Challenges and Opportunities for 2025
Here are few insights from various end-of the reports I read this weekend
TL;DR
GTM is the Biggest Worry for Founders
Customer Acquisition Costs are increasing rapidly
Founders are planning for a HIGHER Next Year Growth Rate vs. the Current Growth Rate
Buyers need to determine GTM motions
Outbound is creating more SPAM and they won't stop
Vertical AI SaaS Companies are growing faster with PLG
1. GTM is the Biggest Worry for Founders
Source: High Alpha - 2024 SaaS Benchmarks Report - by High Alpha
Thank you Kristian Andersen
B2B Industry Stats
Source: https://www.glencoco.com/state-of-outbound-sales-2024
54% noted customer acquisition costs increased in the last 12 months
2. Customer Acquisition Costs (CAC) is increasing…pretty rapidly
Source: Benchmarkit - Blended CAC Ratio. Thank you Ray Rike
3. Founders are planning for a HIGHER Next Year Growth Rate vs. The Current Growth Rate
Source: Benchmarkit > Company Growth Rate
4. Buyers need to determine GTM motions
The type of GTM motion depends on the type of Buyer. And there seem to be 2 distinct ones
Problem Aware and Immediate Needs --> Prefers a self-serve discovery of value. Signup, Try and Buy is a huge preference.
Problem (Un)Aware Or Deferred Need --> Prefers to learn by talking and interacting with humans.
5. Outbound is creating more SPAM and they won't stop
More SDRs are getting hired
It takes more tries to get to a meeting.
It takes seven or more touchpoints to land a meeting with prospects. Broken out by job title, VPs and Directors of Sales said it actually takes 10-15.
This MORE TRIES approach is creating 4x SPAM in general.
Buyer's mailboxes and LinkedIn messages are getting bombarded - leading to a Great Ignore - Mark Kosoglow 's favorite subject
6. Vertical AI SaaS Companies are growing faster with PLG
More and more AI SaaS companies are deploying Product-Led Self-Serve Motions faster than others.
The combination is causing Growth rates of these companies to surge.
Any other recommendations for year-end reading?