Kalungi

One of the fastest ways to lose a deal is forcing buyers into a process that doesn’t match how they work.

Think about the difference between these two situations:

A director evaluating a $40K software purchase needs internal buy-in. They expect to talk to someone, ask questions, bring colleagues into the conversation.

Now compare that with a product manager signing up for a $20/month tool. They just want to try it and decide quickly.

If you force the first buyer into a self-serve product flow, they’ll feel unsupported.

Force the second buyer into a sales process and it feels like friction.

The problem isn’t the buyer but the mismatch between how they buy and how you’re trying to sell.

Watch Stijn explain why many GTM strategies break because the offer and the market are not aligned in our latest webinar 👉 https://hubs.la/Q045Xfrd0

Your market isn’t your TAM. Your real market is the segment you can serve exceptionally well and where you already have proof: customers who pay, stay, and give you signal.

Stop pitching everyone. Pick the segment where you’re already winning, double down there, build momentum, and expand later.

The full webinar breaks down exactly how to choose your market and prioritize 👉 https://hubs.la/Q044Jcvm0

In B2B SaaS, growth rarely stalls because you lack tactics.

It stalls because your go-to-market motions don’t align with how your business actually grows.

PLG can work.
Marketing-led growth can work.
Sales-led growth can work.

But only when your GTM motions match your ACV, your ICP, and how your buyers actually buy.

When they don’t, GTM starts to feel expensive, scattered, and unpredictable.

On February 26 at 11:00am PT, Stijn Hendrikse is hosting a live session breaking down a simple framework you can use to evaluate your current GTM and decide:

• Which motion should dominate right now
• Which growth levers inside that motion actually drive scale
• Where to double down and where to stop over-investing

If you’re a B2B SaaS founder thinking about how to scale efficiently to $100M ARR, this will be a really valuable session.

Register here: https://hubs.la/Q044dZ8G0