SaaS Go-to-Market: 18 Months Wrong Then 100% Growth

Episode notes

Tom Dunlop spent 18 months chasing the wrong SaaS go-to-market strategy. He sold to law firms, in-house teams, companies of every size - riding the dopamine hit of "happy ears" instead of tracking which customer type actually converted. Founders will hear how Summize reached late 7-figure ARR with 100%+ yearly growth after fixing a broken go-to-market strategy. Tom reveals how an unfocused ICP corrupted his product roadmap with conflicting feature requests, why product-led growth failed for contract software after just 3-4 months, and the SaaS go-to-market scripts that worked differently in the US versus UK markets. His GTM SaaS lessons show how narrowing your target market can unlock repeatable revenue. Summize is a contract lifecycle management platform serving customers like Revolut, Rothschild, and Miami Heat. The company has raised $10M and approaches 8-figure ARR with dual headquarters in Manchester and Boston. Key Lessons Stop chasing "happy ears" to fix your SaaS go-to-market: Summize spent 18 months reacting to positive feedback instead of tracking which customer type converted. One deal in a random vertical kept the broad approach alive too long.