Practitioner notes on go-to-market for venture-backed B2B SaaS. The how changes every six months; these are written about the layer that holds.
There are only five ways to drive incremental revenue — more leads, better leads, higher conversion, shorter sales cycle, higher net revenue retention — and one thing that enables four of them. Plus revenue as a team sport, product-market fit vs go-to-market fit, and the four values of a revenue-centric culture.
Read the article →AI changed how revenue gets made completely — but the principles behind it didn't move. The fundamentals that survive AI, and the named tests to apply them: the ICP Howitzer, the 3-part post-PMF test, the Red-Team Test for moats, and the one T-shaped operator who replaces five specialists.
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