The old SaaS GTM playbook is getting expensive and invisible. Three startups stopped optimising it and started building things buyers actually wanted.
The go-to-market playbook didn’t stop working because it was wrong. It stopped working because it was right, and then everyone started running it at the same time.
Every SaaS company is running some version of the same motion right now. Optimise every click, A/B test every subject line, gate your best thinking behind a form that 4,000 people will fill out and maybe 12 will actually read, and call it a strategy. It made sense when fewer companies were doing it. The returns have been shrinking for a while now, and most teams are just optimising harder.
Cold outreach response rates are cratering. Website heatmaps have gone cold. And the demos you spent months perfecting? Buyers are sitting through them and still choosing a competitor. Or worse, choosing nothing at all.
The 💜 of EU techThe latest rumblings from the EU tech scene, a story from our wise ol' founder Boris, and some questionable AI art. It's free, every week, in your inbox. Sign up now!Buyers know when they’re being sold to. They know the playbook because everyone is running it, and they’ve quietly started tuning it out. With AI handling more of their initial research, a lot of them aren’t even visiting your site to begin the process.
