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Go-to-market is the new differentiator
The “Golden Era” sparked the SaaS Boom—and with it, increased competition. At the same time, AI was born. People used to say, “SaaS is eating the world.” Now, some claim, “AI is eating SaaS”.
When every product looks the same, features alone won’t set you apart. What was once a USP is now table stakes.
That’s why go-to-market strategy and flawless execution matter more than ever. It determines who reaches their ICP at the right time, wins them over, and turns them into long-term customers.
And with that, new challenges emerge…
Low-quality leads and poor conversion rates
Gated content was once the go-to tactic for capturing leads. But the reality? Most weren’t genuinely interested—let alone ready to buy.
Data from 100+ B2B SaaS CRM accounts shows an average lead-to-customer conversion rate of under 1%. That makes the traditional lead gen playbook unsustainable.
Rising lead costs and higher sales team salaries are adding pressure
Rising competition has sent lead generation costs soaring. Since 2018, the cost per lead (CPL) has skyrocketed, while salaries for the same talent have nearly doubled.
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