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The State of SaaS Go-to-Market with Theory Ventures General Partner Tomasz Tunguz
- Tomasz Tunguz, General Partner at Theory Ventures, shares nine observations from a Go-To-Market survey. #1: Founders are more positive despite the sales cycle length being a big driver of optimism or negativity, which creates a much harder capital markets environment.
- #2: Half of all respondents saw a sales cycle increase, especially in the mid-market which is the hardest place to be across all of software right now as CFO's tighten budgets and eliminate discretionary budget at the mid-manager level.
- #3: The number of months required to recoup the cost of customer acquisition has increased by 12% and quotas have moved in step with them.
- #4: There was a 10% increase in sales-qualified conversions and a 40% increase in sales-qualified conversions for the top third of businesses as buyer scrutiny has increased.
- #5: Companies using AI had no difference in performance when looking at bookings or their lead conversion rate.
- #6: There was no noticeable impact on overall growth rate change as a function of using AI.
- #7: The perceived efficiency gain from AI is yet to be confirmed by data.
- #8: There has been a broad shift toward usage-based pricing or seat-based pricing for SaaS companies.
- #9: Combo pricing strategy of a base platform fee plus a usage-based component plus value, drives the market today and increases net dollar retention by 6 percentage points.
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