4 ideas I heard @ SaaS Metric Exec event:
Most attendees were PE, VC, CFOs & CEOs. It was also interesting to hear their fresh perspectives on b2b Marketing and how they think it could improve in this challenging growth environment!
AI-Led Growth is transforming GTM:
Traditional GTM models are shifting from people-centric to systems-based growth. AI-native companies are achieving massive growth by leveraging user networks and focusing more on engaging existing users rather than just acquiring new customers via Jacco van der Kooij. This session really made me reflect on the value of word of mouth buyers.
Rule of 40 Correlates with Valuation:
Companies with higher Rule of 40 scores (sum of growth rate + efficiency) receive premium valuations. Current analysis shows growth is 1.7x more important than efficiency in determining valuation, with the industry median at 32 via 📈 Jeremey Donovan. As Sales & Marketers, we are typically goaled around driving revenue with less bottom line focus than that of CFO. Said differently, S&M drive growth, Finance more concerned with ‘profitable efficiency.’
Changing growth patterns:
The median growth rate across surveyed SaaS companies is consistent y/y 26%, with decreased efficiency in acquiring new ARR. The rule of thumb has shifted from 70% new logos to 60% new logos and 40% existing customer expansion, with usage-based pricing companies growing faster than subscription-only models via Ray Rike. My take is Marketers may see comp & goals for expansion in ’26, they aren’t seeing it in ’25
GTM has 4 ingredients:
Successful GTM strategies need strong differentiation through positioning and messaging, high-quality sales talent and effectiveness, well-defined ideal customer profiles, and excellent team coordination across marketing and sales functions. Via Anjai “AJ” Gandhi . My take is while I agree w Anjai that CEO ultimately owns positioning, Marketing leadership is the nucleus of making all those activities happen.
Too much content, too little time in 1/2 day event – one thing I missed was Kathleen Booth‘s valuable session on Pavilion comp benchmark changes. Was great to reconnect w her and Brandon Redlinger as other Marketing leaders in this predominantly Finance audience!
SaaS Marketers should def follow Ray Rike to continue to bridge our Finance / Marketing language and understanding gap, his content is outstanding, there is a reason he has been on my podcast twice. He can really be helpful around budget approaches we Marketers constantly face!