Holly Rollo’s Post

The 2025 GTM Efficiency Playbook: Where Revenue Meets Precision 2025 is the year where efficiency isn't just the goal - it's the playbook. SaaS has changed - here's what's defining successful GTM strategies now: 👉 It's not just about cutting costs: It's about reallocating every dollar spent to its highest performing motion. Data shows companies operating with sub-100% GTM Efficiency Ratios achieve not only profitability but faster ARR growth. 📉 CAC is still rising - but what's overlooked? The hidden killers in your funnel: If your win rate on qualified leads is below 30%, you don't have a demand problem - you have a targeting problem. Misalignment between sales and marketing costs SaaS companies millions 💡 Expansion Revenue: The dark horse of growth: Did you know that for companies with $15M-$30M ARR, expansion now drives 40% of growth? That's a seismic shift from 2021's 30%. Yet, less than 50% of SaaS companies actively map their upsell motions to customer outcomes. Fix this, and you unlock compounding NRR. 🔥 Here's a Playbook for 2025 Efficiency: 1️⃣ Think like a CFO, act like a Marketer: Every GTM dollar spent must move the needle on profitability. Use metrics like CAC Payback and GTM Efficiency to benchmark your campaigns in real-time. 2️⃣ Redefine your ICP constantly: Segment your best-fit customers through an 80/20 lens. Interview churned accounts to refine who you shouldn't target 3️⃣ Stop over-optimizing the top of the funnel: Focus on "funnel velocity". The fastest-growing SaaS companies reduce lead-to-close timelines by 30% with hyper-aligned sales and marketing teams. SaaS winners in 2025 won't be those who spend the most - they're the ones who spend the smartest 🧐 Is your GTM strategy ready for the shift? Let's debate: What's the top metric you track for GTM efficiency? #SaaS #growth #gotomarket

SaaS founders, it’s time to fine-tune your GTM strategy for 2025. If you already have a strategy, now’s the time to tweak it based on customer feedback and data. Here’s where to focus: 1. 𝗠𝗮𝗿𝗸𝗲𝘁 𝗗𝗲𝗳𝗶𝗻𝗶𝘁𝗶𝗼𝗻: Review your ICP and avatars. Are you targeting the right people? 2. 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴: Look at your competitors and make it clear why you’re better. 3. 𝗠𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴: Update your UVP and story to match what your customers need now. Messaging House and StoryBrand are great for this. 4. 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Keep what works, cut what doesn’t, and think about adding long-term inbound strategies. 5. 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆: Optimise your funnel for every stage of the customer journey. Say NO to leaky funnels. 6. 𝗠𝗲𝘁𝗿𝗶𝗰𝘀 𝗮𝗻𝗱 𝗜𝘁𝗲𝗿𝗮𝘁𝗶𝗼𝗻: Set clear goals, track them, and assign owners. You can’t improve what you don’t measure. We’re doing the same—refining our GTM, rebranding, and gearing up for an exciting 2025. If you’d like us to create a GTM strategy template for your SaaS, drop a comment below! If we hit 20 comments, we’ll release it next week. Who are we kidding... We’ll share it anyway—because we’ve got your six. 😉 Let’s make 2025 a win! 🚀

“The CMO needs to sell marketing to the CEO.” 👆 This is CRAZY talk right here. The idea that the marketing head should be *selling* the very idea of "marketing" to the CEO (+ the leadership team). As if it’s some *nice-to-have* or *extra* that you bolt on at the end. Truth is, marketing is the heart of the company. Your product, price, place, promotion. On and on we go. The marketing decisions you make here are the ones that create your offering to the market(s) you serve. These strategic choices HEAVILY influence any success or failure. If you need to *convince* the CEO about the importance of such decisions, they probably shouldn't be the CEO. This is NOT something you do at the end. It’s something you START with. The high-growth companies start with marketing strategy… – They obsess over their buyers. – They find products for their customers. – They focus on key drivers. Less is more. – They nail their research, positioning, and segmentation. And, most importantly… – They build a partnership between the marketing head & the CEO. In other words, they don’t believe in the LUCK strategy. (And neither do their investors). Today, the CEO must know the fundamentals. And the CMO must do everything she can to support the partnership between them. #saas #marketing PS. You never hear: “where are the leads?” in those companies. You only hear: “what do you need to go faster?”.

Are you still setting sales & marketing goals and OKRs and crossing your fingers to get there? That's like blindfolded skydiving —thrilling but not recommended! You know the feeling. So I decided to share a simplified 𝐈𝐍𝐕𝐄𝐑𝐓𝐄𝐃 𝐀𝐂𝐐𝐔𝐈𝐒𝐈𝐓𝐈𝐎𝐍 𝐅𝐔𝐍𝐍𝐄𝐋 with a step-by-step guide for sales & marketing goal planning that works and aligns goals with tactics. Because often I still see this happening: ❌ Sales or ARR Goals are set without knowing how to get there ❌ No one knows if goals/budget are realistic, just fingers crossed ❌ Planning is oversimplified, hence you won't hit the goal line ❌ Planning is too complex, hence not actionable, needs to be changed all the time, takes too much time ❌ Over-focusing on averages = unrealistic plan ❌ Bottom-up goal setting only does not tie into company goals. ❌ "Just add more leads" = inefficient Instead- Have control over your planning & demystify your next planning cycle: ✅ Growth is planned, not coincidence ✅ Quality over quantity = budget efficiency ✅ Multiply impact if you address multiple steps in the journey ✅ Consider real sales cycles, timing, and lead maturity ✅ Helps plan realistic budgets ✅ Suddenly OKRs become easy ❤️ 𝐇𝐨𝐰 𝐭𝐨 𝐮𝐬𝐞 𝐭𝐡𝐢𝐬: 1️⃣ For monthly, quarterly or yearly planning 2️⃣ Adjust to your strategy (efficiency vs future growth) 3️⃣ Create multiple inverted funnels if needed, eg for Sales, for other segments, for channel groups, for partners.... 4️⃣ Combine bottom-up with top-down planning: Can reveal a gap to be closed 5️⃣ Informs your OKRs 💡 Disclaimer: These are just example numbers, metrics and initiatives, some things may not work for you and depend on your own business model. 👉🏻 Adjust! Download and let me know if this is useful or if you need a template! #marketingleadership #CMO #goalplanning #OKRs #quarterlyplanning #saasmarketing #b2bSaaS

Think more leads will fix everything? Think again. It’s a common panic move for SaaS brands: Revenue slows down, and the first reaction is, “We just need more leads!” So the cycle begins: 📢 Running more ads. ✍️ Posting more content. 📊 More attribution models. But here’s the hard truth: More leads won’t solve deeper marketing problems. When you lift the hood, the real issues usually look like this: – No clear idea of your ideal customer. – No understanding of how they make buying decisions. – No strong value proposition that sets you apart. – No alignment between sales, marketing, and product. – No real focus on what’s working you’re spread too thin. And what happens? The Saas hamster wheel keeps spinning, but the results stay the same. If you’re stuck in this loop, here’s what actually works: ✔️ Define your Ideal Customer Profile (ICP). ✔️ Build a buyer-centric narrative show why you’re different. ✔️ Create content that meets your buyers where they are, at every stage. ✔️ Get sales, marketing, and product on the same page. ✔️ Stop chasing quick wins and focus on building long-term trust. The best brands aren’t chasing leads they’re building trust, delivering value, and empowering their audience to sell for them. Leads don’t grow businesses. Clarity, strategy, and alignment do. Your move: Take a step back and ask, Are we solving the right problem? #B2BMarketing #Saas #Leadership What’s the one thing your team has done to break out of the “more leads” mindset? Drop your thoughts in comment section: I’d love to hear!

Amendment to my last post Dear B2B SaaS CEOs: Positioning is not a marketing initiative. It's a company initiative and your North Star. Marketing should run the process, but this initiative shouldn't consume their budget because it's a company wide effort. Finally, your CMO is smart. That's why you hired them. They are smart enough to know that to do Positioning right, you have to pony up money, hire an outside firm with the specialized expertise and a proven process, and can brings a fresh outsider perspective that is sorely needed to build a narrative that wakes up the market, drives clear differentiation and creates urgency in sales cycles. Last year, 3/4 of our positioning engagements were initiated by the CEO/Board. Positioning is the new CEO lever for driving new levels of growth efficiency and justifying a higher valuation.

“Should we be selling to the Converted or sell to the Un-Converted?” A SaaS Founder I was on a strategy call with asked me this very common question as we were working through his ICP and strategic narrative. But, what does selling to the Converted vs. the Un-Converted mean? When you’re selling your product, there are two types of audiences you might encounter: 1. The Converted These are the people who are already doing things a certain way, but your product makes it 10X easier or better for them. 2. The Un-Converted With this group, you need to educate them on a new way of doing things, and then persuade them to choose your product for that new approach. The messaging, positioning, and the way you differentiate in the market is wildly different based on which group you choose to sell to. This is the power to building a GTM strategy, and with decisions like this being made, the GTM execution will be a lot more focused and effective. Are you selling to the Converted or the Un-Converted? If you’re a SaaS Founder looking to accelerate growth, start with creating a proper Go-To-Market strategy and narrow down your ICP, messaging, and execution. To learn how, grab a complimentary copy of my 5-Point SaaS Growth Strategy Guide. Just follow the link in the comments below. 👇

Your website is a treasure trove of GTM effectiveness insights. Are you leveraging it correctly?

Learn how Common Room’s Rebecca Marshburn and Clay’s Bruno Estrella are using innovative community and GTM tactics to drive engagement and business growth. Get insights on leveraging community channels, developing tiered programs, and building partner ecosystems. Yep, that happened at RevGenius #RevCon 2024! 🚀 This session is the community-led growth playbook in a nutshell. With examples, strategies, and steps you can take to level up your GTM. Watch the recording or get the full recap below! #saassales #b2b #b2bmarketing #plg #plgmotion #saasmarketing #marketingstrategies #clg #CommunityLedGrowth #partnerships #RevGenius #RevCon2024 #WhatsNext #creators #growthmarketing #partnerecosystem #SaaS #AI #gtmstrategies #RevOps #gotomarket #saasstartups #founders #saasfounders #gtmteams #cmo #ceo #cro #csuite #scalingbusiness #scalingup #gtmplanning #gtmplays #gtmmotion #revenueenablement #revenueengine #revenueleadership #gtmleaders #growthengine #sales #marketing #customersuccess #organizationalleadership #salesleadership #marketingleadership #salesorganizations #growthjourney #growthdrivers #growthlevers #revenueboost #bestpractices #businessexpansion #revenuegrowth #valueengine #exclusivepanel #playbook #influencermarketing #socialmediaengagement #socialmediainfluencers #brandawareness #brandbuiding #longtermsuccess #community #gtm