SaaS Talk™ with the Metrics Brothers The ICONIQ 2025 State of Go-to-Market Report
Jul 2, 2025
The hosts dive into the latest ICONIQ report, shedding light on how AI is reshaping go-to-market strategies. They discuss trends in funnel conversion rates, revealing advantages for AI-native companies. The challenges of cost per opportunity metrics for smaller firms are highlighted, along with the dynamics of late customer renewals. Insightful contrasts between AI and legacy firms showcase shifts in headcount allocation and sales productivity. Overall, this discussion is a treasure trove for GTM leaders navigating the evolving landscape.
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Funnel Efficiency Decline in Smaller Firms
- Funnel conversion rates have generally declined except in companies larger than $250 million.
- This decline correlates with rising costs per opportunity and reduced acquisition efficiency in smaller firms.
AI-Native Firms' Trial Conversion Advantage
- AI-native companies show significantly higher free trial to paid conversion rates than legacy SaaS companies.
- This suggests AI firms use proof of concepts effectively to validate their value propositions during sales cycles.
Rising Cost Per Opportunity for Small Firms
- Cost per opportunity has increased dramatically for smaller companies, nearly doubling year-over-year.
- Larger companies maintain better cost efficiency in opportunity generation, highlighting scalability benefits.