2025 trends - GTM will be the BIGGEST worry For Founders and yet...

Here are few insights from various end-of the reports I read this weekend

Summary

1. GTM is the Biggest Worry for Founders
2. Customer Acquisition Costs are increasing rapidly
3. Founders are planning for HIGHER Next Year Growth Rate vs Current Growth Rate
4. Buyer's need determine GTM motions
5. Outbound is creating more SPAM and they won't stop
6. Vertical AI SaaS Companies are growing faster with PLG

;tl;dr

1. GTM is the Biggest Worry for Founders

Source: High Alpha - 2024 SaaS Benchmarks Report - by High Alpha

Thank you Kristian Andersen

2. Customer Acquisition Costs (CAC) is Increasing.. pretty rapidly

Source: Benchmarkit - Blended CAC Ratio. Thank you Ray Rike

https://www.benchmarkit.ai/2024benchmarks

3. Founders are planning for HIGHER Next Year Growth Rate vs. Current Growth Rate

Source: Benchmarkit - Company Growth Rate

https://www.benchmarkit.ai/2024benchmarks

4. Buyer's need determine GTM motions

They type of GTM motion depends on the type of Buyer. And there seems to be 2 distinct ones

1. Problem Aware and have Immediate need --> Prefers a self-serve discovery of value. Signup, Try and Buy is a huge preference.
2. 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

5.1 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.

And 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.

Jason M. Lemkin - Why Vertical SaaS is Booming

Any other recommendations for year-end reading?