Go-To-Market Fit Toolkit

How do you build a successful Software-as-a-Service (SaaS) company? The secret sauce to explosive growth is nailing your Go-To-Market Fit (GTMF). A good SaaS company can grow to $10+ million in ARR and exit to an M&A consolidator. But a great, enduring SaaS company can grow to $100+ million of ARR. The difference between a good SaaS company and a great one is often in perfecting GTMF.

Perfecting GTMF means building a repeatable, scaleable growth engine. It's about creating a Go-To-Market (GTM) strategy that drives continuous scale. The Oxx team and network have collected decades of B2B software and SaaS expertise into a guide to help you achieve this.

This guide includes a downloadable SaaS metrics, unit economics and cohort analysis template that will give you a fast and comprehensive overview of your financial data, and help you measure and perfect your GTMF.

DOWNLOAD OUR SAAS METRICS, UNIT ECONOMICS & COHORTS TEMPLATE

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After this Overview, Section 1 covers what the different stages of SaaS growth look like, starting with Product-Market Fit (PMF). Section 2 is a deep dive into the Key Performance Indicators (KPIs) you need to know to track your growth. Section 3 covers seven methods to accelerate your GTMF. Section 4 looks at some nuances to consider according to which GTM approach your company uses. Section 5 is an introductory guide to internationalisation.

This guide also contains a SaaS glossary that you can skip to if there is an acronym you aren't sure about. Throughout the guide you will also find links to further reading and additional resources.

SECTION 1

Introduction to GTMF: the different stages of SaaS growth

There are 3 distinctive phases of SaaS growth: Product-Market Fit (PMF), Go-To-Market Fit (GTMF), and Growth and Moat
How do you know you've hit the elusive Product-Market Fit milestone?
After reaching Product-Market Fit, building for Go-To-Market Fit is critical to scaling successfully
Premature scaling off shaky foundations is a common and painful scale-up mistake

SECTION 2

KPI’S: How to know what's working

Not all revenue is created equal - prioritise the relevant parts and define terms carefully
Foundational unit economics cover the essential 'need to knows'
But off-the-shelf KPIs can be misleading, particularly for modern GTM approaches
Cohort analysis can shine light on changes over time and distinctiveness between GTM strategies
Cohort economics can also show you how you're tracking towards your theoretical LTV
BONUS: View and download Oxx’s own SaaS metrics, unit economics and cohort analysis template
Create an operational GTM dashboard and allocate owners to ensure consistent impact on performance metrics

SECTION 3

GTMF accelerators: Oxx's 7 recommendations

Double down on retention
Develop clarity of positioning through focus
Specialise revenue generating team roles
Right-size GTM leaders at the right time
Create and iterate tailored pricing models
Invest in scalable demand generation
Treat onboarding as a differentiator

SECTION 4

Nuances by GTM strategy: top tips, common mistakes & KPI's

Sales led growth - outbound sales
Sales led growth - inbound sales
Product-led growth
Community-led growth

SECTION 5

Internationalising

Internationalising a European SaaS business is generally done sooner than US peers
There are 5 general approaches to internationalising from a European base
Expanding internationally can be transformational, but watch out for common pitfalls

Go-To-Market Fit Toolkit

This guide also contains a SaaS glossary that you can skip to if there is an acronym you aren't sure about. Throughout the guide you will also find links to further reading and additional resources.

Contents

SECTION 1

​

There are 3 distinctive phases of SaaS growth: Product-Market Fit (PMF), Go-To-Market Fit (GTMF), and Growth and Moat

How do you know you've hit the elusive Product-Market Fit milestone?

After reaching Product-Market Fit, building for Go-To-Market Fit is critical to scaling successfully

Premature scaling off shaky foundations is a common and painful scale-up mistake

SECTION 2

​

Not all revenue is created equal - prioritise the relevant parts and define terms carefully

Foundational unit economics cover the essential 'need to knows'

But off-the-shelf KPIs can be misleading, particularly for modern GTM approaches

Cohort analysis can shine light on changes over time and distinctiveness between GTM strategies

Cohort economics can also show you how you're tracking towards your theoretical LTV

BONUS: View and download Oxx’s own SaaS metrics, unit economics and cohort analysis template

Create an operational GTM dashboard and allocate owners to ensure consistent impact on performance metrics

SECTION 3

​

Double down on retention

Develop clarity of positioning through focus

Specialise revenue generating team roles

Right-size GTM leaders at the right time

Create and iterate tailored pricing models

Invest in scalable demand generation

Treat onboarding as a differentiator

SECTION 4

​

Sales led growth - outbound sales

Sales led growth - inbound sales

Product-led growth

Community-led growth

SECTION 5

​

Internationalising a European SaaS business is generally done sooner than US peers

There are 5 general approaches to internationalising from a European base

Expanding internationally can be transformational, but watch out for common pitfalls

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