SaaS Go-to-Market Strategy: The Complete Framework from $0 to $10M ARR

SaaS Go-to-Market Strategy: The Complete Framework from $0 to $10M ARR Most SaaS founders obsess over product features while neglecting go-to-market strategy. The result? Great products that nobody knows about. After helping AFFiNE grow to 60K+ GitHub stars and advising dozens of SaaS startups, I've identified the patterns that separate successful launches from failed ones. This guide gives you the complete SaaS go-to-market strategy framework. The Two Paths: PLG vs SLG Before diving into tactics, understand which motion fits your business: Factor PLG (Product-Led) SLG (Sales-Led) ACV <$5K/year >$15K/year Buyer Individual/Team Executive Complexity Self-serve Requires demo CAC Payback 3-6 months 12-18 months Examples Notion, Figma, Slack Salesforce, Workday Most startups should start PLG , then layer in sales as they move upmarket. Phase 1: Pre-Launch Foundation (Weeks -8 to -2) 1. Nail Your Positioning Before any GTM activity, answer these: Who is this for? (specific persona, not "ever