"The learning tech market is pushing CEOs and CMOs to rethink their learning tech growth strategy. AI-driven skills gaps, skills-as-a-service models, and a huge increase in learning content are changing what buyers expect. At the same time, procurement friction, tighter enterprise budgets, and rising buyer skepticism mean B2B SaaS GTM plans need to show measurable ROI. SaaS buyers in 2026 want ROI visibility before they even sign a contract, so it's critical to make the value obvious from the start."
"A SaaS go-to-market strategy isn't only ideal for startups, though. Even established companies may need to create such a strategy when launching a new product that their current customer base isn't necessarily interested in. This means that you may have to combine a GTM strategy with a market penetration strategy, which is even more demanding. Or your customers may not even be aware that they need this new product and may require a lot of education and convincing."
A go-to-market (GTM) strategy is a structured plan to launch a product while minimizing risk and maximizing success. Effective GTM planning requires identifying core competitors and customer needs, anticipating challenges, setting measurable goals, and implementing processes that satisfy buyer requirements. SaaS GTM strategies apply to startups and established companies launching products outside their current base and may require combination with market penetration tactics. Customers unfamiliar with a product often need extensive education and convincing. Learning tech shifts—AI-driven skills gaps, skills-as-a-service, and surging content—plus procurement friction and tighter budgets force B2B SaaS GTM plans to prove measurable ROI and make value obvious early.
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