The Convergence of Product and Distribution (GTM) Tech: Revolutionizing SaaS Growth
Product and Distribution Tech Stacks are converging and making B2B SaaS companies tad more easier to grow.
The lines between product development and go-to-market (GTM) strategies are blurring, creating a seamless and integrated approach to driving SaaS growth. This blog post explores how this convergence reshapes the industry, the benefits of this integrated strategy, and practical steps for SaaS companies to harness its power.
1. The Evolution of SaaS Growth Stack
Traditionally Product and Engineering would be focused on the Product Tech Stack. And GTM teams would have a separate tech stack. And data (Accounts, Users, Usage would be moved from Product to GTM tech stack)
The minimum tech stack needed to enable all 3 of the above would be at least 25+ point solutions.
A high-level list of capabilities needed to make this happen is depicted in the following diagram.
Before 2020
The known universe of Product and Sales tech was the following. And there wasn’t much new tech created for Product-Led growth motion, as yet.
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After 2020
As B2B Buyers and Users started to behave like B2C buyers, Product-Led Growth Tech began in full swing. Everything started to become In-App
The new tech stack became extremely complex.
A B2B SaaS application still needed the capabilities, but was forced to buy 20+ disparate point solutions and had to stitch them together.
2. Emergence of Consolidated Growth-Stack
Product and GTM tech are now inherently interconnected, and often budget as one. This has led to the the beginnings of a consolidation wave, and a new tech sector has emerged, called the SaaS growth tools - wait for Gartner/Forrester analysts to coin a 3-4 letter acronym.
Read mode about this convergence on our blog site