Question 1

Why does SaaS growth stall after initial success?

Accepted Answer

Growth stalls because the GTM approach that worked at one stage stops working at the next. Product evolved but positioning hasn't, messaging became generic, demand channels saturated, and marketing and sales operate from different playbooks. It's a structural alignment problem, not an execution problem.

Question 2

When is it time to realign your go-to-market strategy?

Accepted Answer

Signals include growth plateauing despite increased spend, rising CAC, declining win rates, lengthening sales cycles, generic messaging, CMO turnover without improvement, or new competitors changing category dynamics. Two or more signals means structural realignment is needed.

Question 3

What does a GTM realignment engagement look like?

Accepted Answer

Three phases over 3-6 months: Discovery and diagnosis (4-6 weeks), Build and execute (8-16 weeks), and Transition (final month). Covers positioning, messaging, demand restructuring, sales alignment, and operating model fixes.

Question 4

How is GTM realignment different from hiring a new CMO?

Accepted Answer

A new CMO solves a leadership gap but doesn't guarantee structural realignment. Many companies cycle CMOs every 18-24 months without diagnosing underlying structural issues. Realignment addresses root causes: misalignment between product evolution, positioning, narrative, and demand systems.

Question 5

What results can I expect from GTM realignment in 90 days?

Accepted Answer

Clear diagnosis within 4-6 weeks, refreshed positioning and messaging, restructured demand programs, restored marketing-sales alignment, and leading indicators trending positive. Full results take 6-12 months but structural clarity should be in place by day 90.

Question 6

Can you realign GTM without disrupting current pipeline?

Accepted Answer

Yes. The first 4-6 weeks are purely diagnostic. Changes roll out incrementally: messaging updates channel by channel, new programs ramp alongside existing ones, underperforming programs phase out only after replacements generate results.