2024 Theory Ventures Go-to-Market Survey: Optimism Rises Amid Changing Market Dynamics

Last week at SaaStr, we unveiled the results of the Theory Ventures 2024 Go-to-Market Survey. This annual survey shines some light into the state of SaaS sales & marketing, offering a glimpse into how founders & companies are navigating the current business landscape.

1. GTM Survey 2024
06 September 2024

2. Respondent Demographics

3. Mostly Early Stage Companies
DEMOGRAPHICS

4. About 25% of Respondents Purely Remote
DEMOGRAPHICS

5. Most Respondents are Well Capitalized
DEMOGRAPHICS

6. Even Split Across Pricing Models
DEMOGRAPHICS

7. Broad Representations Across Buyer Populations
DEMOGRAPHICS

8. Mid-Market ACVs Best Represented
DEMOGRAPHICS

9. 10 Observations in 2024

10. Average Outlook is 6.7, Up from 6.1 in 2022.
OBSERVATIONS

11. Biggest Stressor are Sales Cycles Lengthening.
OBSERVATIONS

12. 56% of Respondents Saw Increased Sales Cycles; Median Elongation 12 Days
OBSERVATIONS

13. Payback Periods Increase by 12% on Average, Likely a Result of Sales Cycles
OBSERVATIONS

14. Quota Increased by 13.75% y/y on Average ; Nearly 50% for the Top Third.
OBSERVATIONS

15. Most Founders Expected No Change in Fundraising Prices.
OBSERVATIONS

16. Typical Company Saw a 9% Increase in Sales Qualified Lead Conversion.
OBSERVATIONS

17. No Statistically Significant Impact of AI on Sales Conversion Rate.
OBSERVATIONS

18. No Statistically Significant Impact of AI on Growth Rate 24/23.
OBSERVATIONS

19. The Perceived AI Efficiency Gain is Much Higher than Observed Efficiency.
OBSERVATIONS

20. Combination Usage & Seat Saw 3x the NDR Expansion of Other Pricing
Strategies.
OBSERVATIONS

21. Conclusions

22. Conclusions
CONCLUSIONS
1.Founders are More Positive than 2022

2.Sales Cycles are Longer…

3.…Which Linearly Increases Payback Periods

4.Still, Quotas are 14% Higher than Last Year vs
3.4% CPI Inflation

5.9% Sales Lead Conversion Makes the Numbers
Foot

23. Conclusions (cont’d)
CONCLUSIONS
6.AI Not Impacting Conversion Rate

7.AI Has No Noticeable Impact on ARR Growth

8.Perceived AI Efficiency Gain >> Measure Gain

9.Combination Seat + Usage Saw 3x the NDR of
Other Pricing Plans

24. Thank you!
06 September 2024