How will SaaS Go to Market Strategies Shift in 2025? Strategies to Watch in 2025

AI integrations continue to transform sales organizations. Sales and marketing are working more closely than ever before, and buyers are more often taking the first step toward software sellers. The way we sell is changing, and in 2025, we are poised to make significant shifts in how we, as trainers, equip sellers to handle modern buyer demands. With shifts in productivity and the use of marketing and sales talent in strategy, room emerges for specialization and tailored approaches in Go-to-Market (GTM) strategy. 

According to the 2024 Buyer Experience Report, conducted by 6Sense, 2024 trends in B2B purchasing behaviors across North America, EMEA, and APAC include the following: Buyers initiate contact, have a preferred vendor, and define requirements before reaching out to sellers. Buying teams are increasingly large, and the cycle lasts between 10 and 13 months. The study emphasizes that in 2025, sellers need to integrate marketing and sales activities, build brand awareness and create preference before direct client engagement, and develop frictionless communication processes.

This means that for executives and sales leaders, your communications must start long before a demo and create value through earlier sales activities. GTM strategies that build value in the beginning can make closings much faster. The potential value created by these strategies is exciting at the executive level, but many CROs are hamstrung in implementing strategies without friction and bottlenecks in execution. In 2025, we will see how sellers who customize processes and deliver more value early have performed and where teams have realized real gains and a few losses. Here are four key go-to-market strategies that we will be watching in 2025:

Targeting Vertical Markets 

In healthcare, finance, and manufacturing, we see more and more SaaS companies focused on solutions that address the challenges of specific verticals. This is another way organizations can differentiate themselves and offer specialized features without overburdening sales or marketing. By focusing GTM strategies by sector, sales and marketing can dial in together on the challenges facing these buyers and tailor the buyer journey accordingly. 

Product-Led Growth (PLG)

The product-led growth model continues to gain traction as companies prioritize user experience and self-service capabilities. In this strategy, the product drives user acquisition, retention, and expansion. By offering free trials, freemium models, or easy onboarding processes, SaaS companies enable customers to experience the value of the software before making a purchase decision. This method emphasizes delivering immediate value and leveraging user feedback to drive product enhancements. One key to this GTM growth strategy is to simplify the user experience. In development and implementation, the product must show benefits earlier and, more obviously, to the user.

Account-Based Marketing (ABM)

Account-based marketing is the design of a sales cycle specifically for one account. Personalizing sales activities and customizing marketing to the account is very effective. If you are looking for enterprise accounts where big dollars are at stake and adoption must be widespread, having a comprehensive customized strategy can be worth the effort. An integrative approach to an account can yield real gains in the size of deals. Outreach strategies are also more effective using this approach, but it can be difficult without a third-party consultant to drive this change. Consultants decrease risks of communication lags and manage the process amongst marketing and sales teams. 2Win! Consulting can help ease these transitions by training teams together to meet the demands of account-based marketing.

Complementary Partnerships

Partnering with complementary businesses, platforms, or service providers enhances product offerings and expands market reach. By integrating with other tools that customers already use, companies can create a much easier experience for leaders and operations, increasing customer satisfaction and driving adoption. This approach also opens up cross-promotion opportunities, allowing companies to tap into each other's customer bases and resources.  

Sales Cyles Reimagined 

Believe it or not, in 2018 2Win! Global founder Bob Riefstahl and CEO Dan Conway wrote a book called The Rule of 24, The Future of Client Engagement, which foretold what is now mainstream and even “trending” in GTM thought leadership: that buyers need more content earlier in sales cycles. We have seen Gartner data that supports this position and shift as recently as 2023, and we will continue to see it. 

If you are part of the 2Win Community and have not read The Rule of 24, you should pick up a copy; it is available on Kindle here. The Rule of 24 holds actionable strategies for increasing buyer access to valuable tools designed to shorten your sales cycle without adding constraints to sales and marketing. CROs and CMOs especially can derive insights and ideas for applying new technologies like product experience platforms or demo automation in their cycles, in addition to our timeless lessons in demoing.  

2Win! Global is at the forefront of driving change for sales organizations. Our training solutions prioritize user engagement and increased sales, marketing, and management cooperation. We help SaaS sales organizations transform GTM strategies and execution through training and consulting, and we look forward to meeting with your team today to discuss your goals.

Book a free consultation today.