GTM Optimisation for B2B SaaS | Product Marketing & Growth | Founder of Deepstar Strategic
Each growth stage requires different skills and experience - but there's a good reason you should have a single leader driving GTM across your entire company As your company grows, the expertise you need changes dramatically. 📈 When you're scaling from $1M to $10M, you need people who can drive 200-500% YoY growth—the ones who know how to take risks, build processes from scratch, and iterate quickly. But when you hit $100M or more, the focus shifts to 10-20% YoY growth. Now you’re hiring people from large companies who have a different mindset: 💠 Optimise what exists 💠 Repeat the playbooks that got them here 💠 Avoid taking bold risks. ⚠️ Here’s the problem: If you bring these “big company” leaders in too early, they’ll default to safe, incremental improvements. That’s not what you need when you’re trying to hit aggressive growth goals. Brian Chesky at Airbnb learned this the hard way. He brought in seasoned execs to run his teams, and quickly realised something was off. Over-delegation led to detachment from the core areas that mattered most. The result? People further from the leadership team relied on conventional, low-risk playbooks instead of innovating. In B2B SaaS, the same thing happens in GTM. Mid-level managers, far removed from leadership, play it safe—using strategies designed to avoid scrutiny, not to accelerate growth. And guess what? Your GTM efficiency tanks. 🔑 Here’s the takeaway: If you want explosive growth, you need to stay engaged in your GTM strategy. Don’t delegate too soon. Get in the trenches, challenge the conventional wisdom, and push for strategies that will actually move the needle. Ensure you have a single vision driving your whole of company Go To Market. Scaling isn’t just about hiring the right people. It’s about knowing when to hire, and when to stay hands-on.
