Go-To-Market Strategy for AI SaaS Companies

The SaaS industry is evolving rapidly, with AI leading the charge. From product development, delivery, and to the way we market and sell our products, the old playbook no longer applies.?

How you position your AI product will be fundamentally different from how we sold traditional SaaS products.

In this article, I’m going to walk you through the key principles on how you can communicate the value of your product. And when you implement one of these principles, you will be able to revamp your Go-To-Market strategy and accelerate your path to the next stage of growth for your AI product.

AI in 2022 vs. Now

When ChatGPT first launched, AI captured everyone’s attention. Simply branding yourself as an AI SaaS company was enough to generate buzz and attract interest. The novelty of AI was so strong that it almost guaranteed attention.

Today, the attention has died down. The term “AI” lost its shine and buyers have grown tired of the hype. People have become a little numb to the word AI as they’ve been over-promised and under-delivered results. Now, when buyers evaluate SaaS products, they struggle to know what’s real, what’s just marketing fluff, and what will truly impact their business.

As I look at the successful SaaS companies that are thriving with AI-powered products, I noticed some key patterns in how they convey their value. It’s clear that simply labeling your product as “AI” just isn’t enough anymore. And, while the term might still excite investors still caught up in the AI frenzy, it’s not sufficient enough to win over customers. To stand out with AI today, you need to offer a more clear, trustworthy positioning that will resonate with your customers’ needs.?

Principle 1: Co-Pilot

One of the most effective ways to position your AI product is to present it as a “Co-Pilot” rather than just a tool. A Co-Pilot is a trusted partner that enhances the user's capabilities, helping them navigate complex tasks with greater efficiency and confidence. This positioning shifts the narrative from AI as a replacement for human roles to an enabler of human success.

When people view your AI as a Co-Pilot, they’re more likely to trust it and understand its value. They don’t see it as a threat to their roles, but as a partner that helps them achieve better outcomes. This sense of collaboration is key to winning over buyers who might still be skeptical of AI,? especially those concerned about job displacement.

By positioning your product this way, you’re offering a smarter, more collaborative way to work. It reassures potential customers that your AI is there to support and empower them, not to take over. This not only increases adoption but also fosters a positive relationship between the user and the technology, leading to long-term success for both your product and your customers.

Principle 2: Predictions

Another powerful way to position your AI product is as a ‘Prediction Engine.’ This approach positions your AI as a tool that can tap into a business’s existing data to foresee the future outcomes with remarkable accuracy.

Imagine walking into a company and telling them that your AI can predict customer behavior or operational inefficiencies before they happen. That’s the essence of a Prediction Engine. You leverage the data they already have to offer insights that give them a competitive edge. By integrating with their current systems and working alongside their data analysts, your AI product can become an indispensable resource for strategic decision-making.

?This positioning is super effective because it doesn’t require buyers to overhaul their existing workflows or commit to a “risky” AI solution. Instead, they can incorporate your predictions as an additional insightful layer of information to guide their decisions. It’s a low-risk, high-reward proposition that enhances their workflow without disrupting what’s already working.

One of the caveats of positioning your AI as a prediction engine is transparency. While the forecast outcomes are powerful, you still have to explain how you got to that prediction. This means you’ll need to clearly explain the factors, data inputs, and methodologies that drive your AI’s insights. Simply offering a prediction isn’t enough. You must give the reasoning behind them.?

Principle 3: Automations

The third approach to positioning your AI product is as an Automation Engine. Unlike the Co-Pilot model, where AI works alongside humans, an Automation Engine takes over specific workflows within an organization and handles them independently. The key here is to not suggest automating an entire job, but rather focus on automating specific repetitive tasks within the broader workflow. This approach can streamline operations without disrupting the roles of their employees.

For example, in the Customer Success/Service space, AI can handle routine customer inquiries and resolve issues before they ever reach a human agent. By taking over these repetitive tasks, the AI frees up human workers to focus on more complex calls, improving efficiency and customer satisfaction.

This strategy is proven to be successful because it offers a clear, immediate benefit: increasing efficiency without the risk of fully replacing people’s jobs.

Principle 4: Go-To-Market Strategy

Now that you’ve learned how to position your AI product beyond just being another "AI company," the next step is to effectively communicate that value to your target audience. How do you convey your message in a way that resonates and ties directly to meaningful business outcomes? This is where a well-thought-out Go-To-Market (GTM) strategy becomes essential.

If you're at the stage of positioning your AI product in the market, trying to stand out, and addressing customers who may still be hesitant about AI, a strong GTM strategy is crucial. Here’s how to build one:

1. Ideal Customer Profile

Your Ideal Customer Profile (ICP) defines exactly who will benefit most from your AI product and why it’s perfectly suited to their needs. Many companies think they have an ICP, but it’s only when you dig deep that you gain true clarity on who you’re serving and how your product addresses their specific pain points. A well-defined ICP is the foundation of your GTM strategy.

2. Manifesto

Customers don’t wake up wanting to buy more software or add AI that could introduce risks to their business. What they really want is transformation—a solution that solves real problems and drives tangible results. Your manifesto is your chance to communicate this transformation. It should clearly articulate the value proposition of your AI product and how it stands out from competitors. When done right, a manifesto connects with your audience on a deeper level, showing them how your product can make a difference.

3. Broadway Show

Your "Broadway Show" is a consistent set of sales and marketing activities designed to bring your message to life. It’s about educating your ideal customers on the transformation your AI product can bring to their business. By regularly delivering this message in a way that builds trust and understanding, you create a pathway for them to confidently choose your product.

If you’re an early-stage AI SaaS Founder and you’d like to learn more about positioning your AI product with the right Go-To-Market strategy, grab a complimentary copy of my 5-Point SaaS Growth Strategy Guide.

In Conclusion

Positioning your AI SaaS product effectively today requires much more than just advanced technology. It’s about understanding your audience, crafting a message that resonates, and delivering tangible results and value.

By positioning your AI as a Co-Pilot, Prediction Engine, or Automation Engine, you can align your product with the needs of your customers. And, with a well crafted GTM strategy, you can communicate this value in a way that builds trust and drives action.?

TK was CEO & Founder at ToutApp (backed by a16z, Jackson Square Ventures and prominent angel investors in Silicon Valley). After scaling ToutApp, it was acquired by Marketo where TK went on to join Marketo's executive team and serve as their Senior Vice President of Strategy. After running a 2-year transformation as part of the executive team, Marketo was acquired by Adobe for $4.75bn.

TK now spends his time as a Strategic Advisor to 300+ B2B SaaS Founders globally. As the Founder of Unstoppable, he helps other SaaS Founders grow their startups faster through his Weekly Youtube videos and his application-only SaaS Go-To-Market Program.?

Want to learn more about building a proper GTM strategy for your SaaS business? Grab a complimentary copy of my 5-Point SaaS Growth Strategy Guide here.