Ep. 184 - Why Traditional SaaS GTM Collapses in a Self-Service World

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Guest: Dave Boyce, Executive Chairman & EVP of Product at Winning by Design 

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Most SaaS companies are still built to sell. Today’s buyers want to activate, experience value, and decide on their own.

In this episode, Dave Boyce, Executive Chairman and EVP of Product at Winning by Design, joins host Ken Lempit to explain why SaaS GTM is shifting from lead handoffs to self-service activation, AI-driven automation, and system-based growth.

Dave shares why PLG isn’t about removing humans, but focusing them on higher-value work — while usage-based pricing and automation blur the line between acquisition, onboarding, and expansion. He also challenges traditional planning models, arguing that people don’t scale, systems do.

Key takeaways:

• Activation is replacing lead handoffs in SaaS growth
• PLG and AI redefine when humans should engage
• Usage-based pricing lowers friction and builds habit
• Systems, not headcount, unlock scale

If you’re a SaaS leader rethinking GTM for an AI-driven, self-service world, this episode delivers a practical, no-hype perspective.

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