5 GTM Insights for B2B SaaS from Stage Fairness’s Amy Kramer

At York IE, we’re dedicated to giving our portfolio firms entry to the very best minds within the trade. That’s why we repeatedly herald top-tier audio system similar to Amy Kramer, Stage Fairness’s GTM Working Group, to share real-world insights on what’s working for B2B tech firms in as we speak’s market.

Amy leads GTM technique for dozens of growth-stage firms and not too long ago analyzed survey knowledge throughout 28 startups for. Her insights, which seem in Stage Fairness’s annual Go-to-Market Report for 2025, are half benchmark, half playbook, and 100% related for early- and growth-stage operators attempting to make sensible choices with lean sources.

Right here’s our favourite 5 issues we realized:

Outbound Is Getting Tougher: Right here’s What Nonetheless Works

Based on the info, it now takes twice as many prospects to e book a gathering because it did in earlier years. The rationale? Patrons are overwhelmed by outbound noise, particularly now that AI has made mass outreach simpler. However the resolution may not be extra instruments. It is perhaps fewer.

Amy’s tip: Firms that proceed to make use of chilly calling as a part of their outreach cadence constantly e book extra conferences, even when these conferences in the end convert over e-mail. Human connection nonetheless issues, particularly in a sea of automation.

Multi-Channel Nurture Drives Outcomes

Firms utilizing multi-touch nurture packages similar to e-mail, paid adverts, in-app prompts, and self-guided demos noticed:

Extra net site visitors
28% extra conferences booked
Shorter gross sales cycles
Twice as many reps hitting quota

Personalization by persona and vertical is vital. With AI, now you can customise and scale content material sooner than ever.

Retention Wins Begin with Buyer Tiers

Firms that used a number of buyer engagement fashions (devoted, pooled, reactive, and scalable) noticed greater gross and web retention. Amy recommends:

Tiering clients based mostly on spend and development potential
Providing extra frequent, devoted assist to high-value clients
Utilizing pooled or reactive fashions for lower-spend clients to preserve sources

Value Will increase Are Extra Efficient with the Proper Position

Firms that used devoted account managers to deal with renewals and expansions achieved common worth will increase of 9%, in comparison with 4% when dealt with by CS or AEs.

Why?

CS leaders typically concentrate on worth supply quite than business conversations
AEs ought to prioritize net-new income as a substitute of renewals
Devoted AMs can concentrate on enlargement technique

Maximize Your Current Tech Stack

Amy suggested in opposition to including new know-how too early or and not using a clear plan.

Many firms spend money on instruments they don’t totally use
A CRM alone isn’t sufficient if it’s not built-in into workflows
Construct guide processes and segmentation frameworks earlier than investing in platforms like CSM instruments
Benefit from AI options already constructed into platforms like HubSpot and Salesforce earlier than including new options

Ultimate Bonus Thought: Align Your Message to Your ICP

Your Splendid Buyer Profile ought to affect every little thing, from gross sales focusing on to buyer success. Poor-fit clients typically result in churn, whereas a powerful ICP match results in greater lifetime worth and smoother onboarding.