GTM strategy and KPI framework

Our client, an up-and-coming B2C SaaS company with an innovative productivity app and around 50 employees, was facing the challenge of accelerating and scaling its growth. Despite a high-quality product and positive user reviews, growth was falling short of expectations.

The company did not have a clear go-to-market strategy and was operating without a structured KPI framework, resulting in inefficient marketing spend and unclear priorities. Customer acquisition costs (CAC) were too high, while conversion rates and retention metrics showed potential for optimization. There was also a lack of a data-driven decision-making culture, which made scaling difficult.

For this emerging B2C SaaS company, we provided an experienced Fractional CMO who developed a comprehensive go-to-market strategy and KPI framework. After a thorough analysis of existing activities and market position, we defined a North Star Metric and supporting metrics that served as a compass for all growth initiatives.

We built a comprehensive KPI framework that covered all areas of the company and implemented the necessary tracking infrastructure. Real-time dashboards and regular review processes enabled data-based decisions to be made at all levels. In parallel, we identified and optimized the most effective acquisition channels, improved the conversion funnel through A/B testing and developed an optimized pricing strategy that better reflected the value of the product.

A particular focus was on optimizing retention and monetization to maximize customer value. We implemented targeted email and in-app campaigns to increase user activity and developed a referral program to attract new users. By building internal competencies and establishing a data-driven decision-making culture, we ensured that all measures were continuously reviewed and optimized for effectiveness.

Detailed solution components

1. growth strategy

The implemented growth strategy comprised

• Data-driven decision-making
• Optimization of the entire conversion funnel
• Channel strategy with a focus on ROI
• Continuous experimentation and optimization

2. implementation approach

The implementation was carried out using an agile, iterative approach:

• Phase 1: Assessment and strategy development
• Phase 2: Implementation of the basic infrastructure
• Phase 3: Iterative development and optimization
• Phase 4: Scaling and knowledge transfer