What separates a $10M SaaS company from the ones that never make it?”

That’s the question I’m trying to answer this year, by speaking to 30 CEOs who’ve actually done it.

I’ve never met any of them before.

But I’m reaching out because I want to get inside their heads, especially when it comes to go-to-market.

Truth is, building a great product just isn’t enough anymore.

I’ve seen too many teams with something incredible... completely stall out.

And it almost always comes down to one thing: poor GTM execution.

One CEO I recently spoke to gave me a perspective I can’t stop thinking about.

He said the two things that made the biggest difference in their growth were:

1. Ruthless prioritization

“There’s nothing more useless than doing efficiently what shouldn’t be done at all.”

He was quoting Peter Drucker, and he meant it.

He cut out endless SOP-building and went straight to testing fast, killing faster.

He told me: Your leverage is hiding in 20% of your focus. Find it and double down.

2. Timing

He said they launched early (maybe too early) but they stuck with it.

They didn’t try to force the market to catch up.

They stayed close, watched for readiness, and moved when the window opened.

I worked in SaaS for years, and I wasn’t thinking like this at all.

Now, hearing directly from the people who’ve built real scale...

It’s clear: there’s no hiding from go-to-market anymore.

One conversation down, 27 more to go.

Wish me luck!