GTM Playbook: Moving Upmarket in 2025 in Times of Profitable Efficient Growth

The Biggest Mistake in Moving Upmarket (And How to Avoid It)

Last week, I spoke with a Founder & CEO of a $7M ARR B2B SaaS company about moving upmarket. We both agreed: Most companies fail at this transition—not because they can’t sell, but because they underestimate what it takes.

The biggest mistake? Thinking it’s just a sales problem.