THE EVOLUTION OF GTM OVER THE PAST YEARS

Growth rates fall, the market shakes, and everyone blames the economy. But beneath the turbulence, the SaaS machine itself starts to fail. Is this a storm — or the start of something much bigger?

The industry wakes up to a harsh reality: growth has halved, costs have doubled, and GTM motions no longer work the same way. Has SaaS simply slowed — or has it fundamentally lost its GTM Fit?

As growth stalls, companies search for answers, and discover the GTM engine is built on broken processes. Efficiency becomes the new survival benchmark. Who can fix their system fast enough?

A new force enters the scene. AI doesn’t improve the old GTM model,  it exposes it. As AI takes it place in GTM workflows, a question looms: what happens to companies still built on people-driven growth?

AI-Natives explode with 3-4x velocity and at high efficiency, leaving SaaS-Natives behind. Growth returns — but only for those who can architect systems. Can traditional GTM keep pace with this new approach?

The pattern becomes undeniable. Growth now comes from loops, real-time data, and system-driven GTM — not the old playbooks. A new architecture emerges: Who will adapt in time to stay in the game?