Introduction

Selling tech got a lot harder the last couple years.  According to PitchBook, revenue growth of public US VC-backed SaaS companies, the best and biggest, has fallen sharply since 2022.  The top cohort were driving growth of 73% year-over-year in Q1 2022.  A year later that growth was down to 32%, in 2024 that growth is down to 19%.   

And according to data collected by Sales Science, the top cohort of public companies are adding 36 cents of ARR growth from one dollar of sales and marketing spend.

$0.36 ARR growth from every $1 spent in sales and marketing

If the biggest SaaS brands in the world are finding it harder to grow, and can’t do it efficiently, how are the rest of us supposed to grow, especially without the luxury of a big brand tail wind, big selling teams, or ample cash generated through venture funding or profitability?

If the biggest SaaS brands in the world are finding it harder to grow, and can’t do it efficiently, how are the rest of us supposed to grow, especially without the luxury of a big brand tail wind, big selling teams, or ample cash generated through venture funding or profitability? 

This guide is for the rest of us out there. 

The cash constrained, resource constrained, B2B Technology companies that want to grow their business, and do so profitably.  While no one is denying that there is a ton of competition, according to Gartner, the tech industry is still a growing $5 trillion industry.