GTM strategy and KPI framework

Our client, an up-and-coming B2C SaaS company with an innovative productivity app and around 50 employees, faced the challenge of accelerating and scaling its growth. Despite a high-quality product and positive user reviews, growth fell short of expectations. The company lacked a clear go-to-market strategy and operated 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 room for improvement. In addition, there was 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 covering all areas of the business and implemented the necessary tracking infrastructure. Real-time dashboards and regular review processes enabled data-driven decisions at all levels. In parallel, we identified and optimized the most effective acquisition channels and improved the conversion funnel through A/B testing. A particular focus was placed 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.