The article discusses key insights from Iconiq's 2025 B2B SaaS report, focusing on the evolving landscape of go-to-market (GTM) strategies in the age of AI. It highlights ten crucial learnings that businesses should consider to succeed in a competitive SaaS market.

A timeline of B2B go-to-market (GTM) strategies over the last 15 years highlights significant changes in marketing approaches, team structures, and spending habits. The author reflects on the evolution from freemium models to hybrid GTM motions and the impact of new technologies, emphasizing the need for teams to adapt and stay agile in a rapidly changing landscape. Additionally, the piece discusses the blending of roles and the importance of sales and marketing alignment in achieving success.