In today's competitive SaaS markets, too many companies end up overcomplicating their GTM strategies, causing friction, confusion, and panic in the market. Having a straightforward, simple, easy to understand GTM strategy that customers can articulate, helps you get to value and aligns your teams.

When revenue performance deteriorates, the organisational response is remarkably consistent. Pipeline targets are raised. Sales activity is scrutinised. Marketing is asked to deliver more volume. Enablement is tasked with sharpening execution. Pressure is applied at the edges of the system. What is rarely questioned is whether the  revenue model itself  — the way money is monetised, realised, and scaled — is fit for purpose. Yet in many B2B SaaS organisations, the most persis

Across SaaS, sales performance has slipped while buying has grown harder. In our discussion we talk through data showing falling quota attainment, lengthening enterprise sales cycles, shrinking average deal sizes, and new-logo win rates that are, in many categories, below one in five. None of this is a moral failing; it’s the predictable result of bigger buying groups, greater perceived risk, and teams still running 2019 playbooks in a 2025 market.

Segmentation, targeting, and positioning form the backbone of any successful GTM strategy. Many SaaS companies though fall into the trap of adopting a scattered approach, effectively creating a blancmange of inconsistent messaging and poorly aligned sales efforts that must be overcome. 

Why do organisations find it so hard to articulate and quantify the value they deliver to their customers? Challenger propositions are excellent devices for solving one of the hardest problems in business development – crossing the gap from “awareness raised” to “conversation held”.

Understanding the differences between TAM and SAM and SOM is crucial for companies to assess their market potential, set realistic expectations with investors, and make properly informed strategic decisions.