Navigating the Evolving B2B SaaS Landscape with Godard Abel

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The New GTM Playbook: Winning in the Margins for B2B Tech

The GTM Playbook by James Kaikis

9 episodes

1 week ago

The traditional GTM Playbook is under attack as new, innovative motions emerge in B2B tech. Join James Kaikis, Chief Revenue & Experience Officer at TestBox, as he interviews b2b operating experts redefining the playbook by ‘winning in the margins’—tactics that focus on incremental innovation and leveraging non-obvious advantages. Tune in to stay ahead in the ever-changing world of go-to-market strategies in B2B tech.

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Navigating the Evolving B2B SaaS Landscape with Godard Abel

The New GTM Playbook: Winning in the Margins for B2B Tech

34 minutes 19 seconds

11 months ago

Navigating the Evolving B2B SaaS Landscape with Godard Abel

In this episode James Kaikis speaks with Godard Abel, CEO of G2, about navigating the shifting B2B SaaS landscape. Drawing from his experience founding Big Machines, SteelBrick, and G2, Godard shares lessons on staying ahead of industry trends and building enduring companies.

The conversation highlights key shifts in SaaS, including the trend toward consolidation, the rise of AI-powered agents, and evolving buyer expectations. Godard explains how AI is transforming software discovery and buyer-seller interactions by improving qualification, personalization, and efficiency.

Hear Godard reflect on lessons learned from decades in SaaS, including navigating downturns and scaling during growth cycles. He offers practical advice for GTM leaders on adapting to buyer demands and leveraging AI to streamline workflows while preserving human connection.

Key Takeaways:

How consolidation and integration are reshaping the SaaS ecosystem.
How AI agents are driving efficiency in software buying and selling.
The importance of clean data and personalization in today’s SaaS environment.

You don’t want to miss Godard’s insights on:

(08:45) Key SaaS trends: Consolidation and evolving buyer expectations
(15:20) How AI-powered agents are transforming software discovery
(22:30) Lessons learned from navigating SaaS downturns and growth cycles

Follow Godard on LinkedIn: https://www.linkedin.com/in/godardabel/

More from The New GTM Playbook

Watch more episodes at: https://www.testbox.com/gtm

Subscribe to the newsletter: https://www.testbox.com/subscribe

Follow James on LinkedIn: https://www.linkedin.com/in/jameskaikis/