Go-to-Market Insights for B2B SaaS & AI

Practical insights on positioning, messaging and go-to-market strategy for founders and CEOs of B2B SaaS and AI companies, and on aligning Product, Marketing and Sales around one clear story.

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Product Marketing
Go to Market
Growth Strategy
Positioning
GTM Alignment

A pitch-deck slide titled “Why us” covered by a coral sticky note that says “Why change?” and a smaller mint note that says “…and why now?”, illustrating a SaaS positioning lesson.

'Nice to have' is a positioning failure, not a buyer problem

Most SaaS teams obsess over “why us”. But many deals stall earlier, on “why change”. Here’s why “nice to have” is a positioning failure, and how to give your champion the case for change.

Alberta

2 days ago5 min read

Flat-pack instruction sheet for building software: a spreadsheet, an AI chat bubble and automation arrows are assembled into a CRM, with a smiling stick figure beside the finished product and a parts list reading “1 × Google Sheet, 1 × AI, 5 × weekends”, illustrating the build-it-yourself competitor missing from most SaaS competitive analysis.

Your biggest competitor will never show up in your pipeline

Your SaaS competitive analysis lists the usual vendors. But the competitor growing fastest never books a demo, never churns and never shows up in your pipeline. I know, because I’m one of them.

Alberta

Nov 26 min read

SaaS leadership team examining acquisition, conversion, sales, adoption and expansion to identify where revenue is being lost.

Where is your SaaS revenue being lost?

When SaaS growth slows, generating more demand is not always the answer. Use this leadership diagnostic to identify whether revenue is being lost through acquisition, conversion, sales, adoption or expansion—and what to investigate before investing more.

Alberta

Sep 223 min read

Abstract illustration of an evolving SaaS platform breaking free from a rigid pricing structure, with the text “Your product evolved. Did your pricing?”

Why your SaaS pricing isn’t working (and what it reveals about your product strategy)

When SaaS pricing fails to improve conversion, expansion or discounting, the problem may be deeper than the price. Pricing can expose a disconnect between product strategy, positioning and how customers experience value.

Alberta

Aug 46 min read

Illustration of disconnected teams showing the hidden cost of removing Product Marketing

Product Marketing value: the £200k saving that quietly costs far more

Removing Product Marketing may save £200,000 from the marketing budget, but the cost soon reappears in longer sales cycles, lower win rates, weaker launches and lost growth.

Alberta

Jul 214 min read

Illustration of a leaking sales funnel compared with an efficient funnel, showing why improving conversion generates more customers than simply increasing demand in B2B SaaS.

Your funnel is leaking. The problem isn't where you think.

When revenue growth slows, the instinct is often to generate more demand. But what if the real problem isn't attracting more prospects? This article explores why many B2B SaaS companies misdiagnose slowing growth—and why improving conversion often creates a bigger impact than generating more pipeline.

Alberta

Jul 153 min read