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"Founders of B2B SaaS companies are uniformly concerned with optimizing what’s known as product-market fit: the ability and position of a company to serve a large market with a service that satisfies an urgently felt need or desire.

Given that having a large, enthusiastic customer base, and products or services to satisfy and delight them, is the foundation of any successful business, this makes sense.

And yet, at the same time, we’ve found that SaaS companies too often assume that each and every growth hiccup⁠— lower revenues than they would like to see, higher cost of acquisition (CAC) etc.⁠—must be the result of imperfect product-market fit.

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