Last week, I spoke with a Head of Revenue at a $12M ARR SaaS company about their GTM motion. We both laughed and then winced at how many teams are still running their 2020 playbook in a 2025 buyer environment.
CAC used to be an afterthought.
Outbound used to get replies.
Buyers weren’t 70% through their journey before your first demo.
But that world’s gone.
