GTM insights for B2B SaaS
Thinking on GTM operating models, pipeline confidence, and revenue accountability for B2B SaaS leaders who need marketing, business development, and sales to connect more clearly to pipeline and revenue.
Strategy, operating, execution: most companies hire for the wrong one
A company misses its targets, decides it needs a stronger marketer, and scopes the job around more output. Six to twelve months later the problem remains. Marketing runs on three modes of work, and most companies fix for the wrong one. Here is how to tell which you actually need.
Why most B2B SaaS upmarket transitions underperform and what the ones that succeed do differently
Moving upmarket fails more often than it works, and rarely for the reason teams think. The problem usually isn't the sales hire or the pricing. It's everything that should have been rebuilt before the move and wasn't.
Your channel mix should answer to your ICP, not your executives
A leader comes back from a conference convinced they have found the one channel that will fix pipeline. Sometimes it is not even a channel, just an instruction: make it go viral. Why the right channel mix should answer to how your buyers buy, not to who is asking.
Your marketing plan is not your GTM operating model
Most B2B SaaS marketers are past thinking a plan is a list of campaigns. The modern plan is sophisticated. What it still tends to miss is the connection between all that activity and the GTM operating model it is supposed to feed.
You have a GTM strategy. You probably do not have a GTM operating model. Here is the difference.
Most companies have a strategy: a direction, a deck, a set of priorities. Far fewer have the system that turns it into pipeline. The gap between the two is where good strategies quietly fail, and most teams can't see it.
Want to apply this to your GTM?
If these ideas reflect the issues you are working through, start with a 30-minute conversation about your GTM situation and whether Acton Hunter is the right fit.