What a year of go-to-market disruption and transformation we have seen in 2024

As the year winds down, we have been reflecting on the experiences of 2024 and the lessons we have learned. The environment for both SaaS and Services businesses has shifted in significant ways, perhaps the biggest shifts we have seen in the last 20 years. 

While predicting the future is tricky business, what this year has confirmed (again) is there are foundational “constants” that will continue to serve us well regardless of what happens in 2025 and beyond.

• Alignment is Everything: Misalignment between sales and marketing isn’t just a challenge; it’s an opportunity. When teams are on the same page, friction in the buyer journey turns into momentum.
• Personalization Wins: Easy to say, hard to do, but our customers expect us to understand them and anticipate their needs. They also expect to be treated with respect, and spamming the crap out of them when they aren’t ready to engage is not OK.
• Coaching and Continuous Learning Drives Success: High-performing teams lean into consistent coaching and collaborative practice to level up their skills and confidence.

As we head into 2025, we’re excited to keep building on these foundations. To everyone in our network: thank you for sharing your ideas, your challenges, and your wins this year.

Wishing you all a wonderful holiday season and a prosperous 2025!