This article comes from Jan Young’s talk at our Los Angeles #GTM24 summit. Check out her full presentation and the wealth of OnDemand resources waiting for you.
Are you still relying on the same go-to-market strategies? If so, it might be time to rethink your approach. The economic landscape has shifted, and what worked during the era of "growth at any cost" simply doesn’t cut it anymore.
I’m Jan Young, and throughout my career, I’ve worked across nearly every aspect of the tech industry – from product management and sales to marketing and customer success. Today, my focus is on helping companies drive post-sales revenue through effective go-to-market strategies.
So in this article, I’ll share insights into why we need to evolve our strategies, and how aligning teams and adopting new models can help us succeed in a more sustainable and profitable way.
If you’ve been feeling the pressure of shifting expectations from investors, customers, and your own team, you’re not alone. But the good news is, by embracing a customer-centric, metrics-driven, and AI-supported approach, we can navigate these changes and come out stronger on the other side. Let’s dive in.
1. Navigating the shifting SaaS landscape
If you’ve been in SaaS for a while, you’ve likely seen how things have changed. A few years ago, we were all living the dream: the Zero Interest-Rate Policy (ZERP) was in full swing, meaning investors were willing to throw money at startups with the expectation that we would grow quickly, no matter the cost. For many of us, the priority was simply to scale as fast as possible, even if profitability wasn’t on the radar.
But then, the winds shifted. Interest rates started to rise, and suddenly, that abundant investor cash started drying up. SaaS companies that were once flush with cash found themselves in a very different position. The growth-at-any-cost model we’d been operating under quickly became unsustainable. Now, we’re in a new era where profitable, enduring growth is the name of the game.
This shift isn’t just about adapting to new economic conditions. It’s about rethinking the way we build and sell products, and adjusting how we approach customers. What worked in the past doesn’t necessarily work today, and the quicker we realize that, the better prepared we’ll be for the future.
We’ve also seen a major shift in what investors are looking for. During the growth-at-any-cost era, it was all about scaling quickly, even if it meant taking on more debt or operating at a loss. But with interest rates climbing, investors are now looking for companies that can achieve growth while still being profitable. They want to see solid financials, sustainability, and clear paths to profitability.
Robert Gimbel
