What’s killing SaaS growth isn’t demand — it’s GTM strategies stuck in 2018

Growth expectations haven’t gone down, but budgets have. The cost of sales needs to drop, and that means more revenue must come from e-commerce, in-app, and partner channels, not just sales reps. 

Meanwhile, teams are struggling with disconnected systems, slow pricing rollouts, and unpredictable buyer behavior across multiple touchpoints. Traditional GTM infrastructure — CPQ, billing, and quoting — wasn’t built for this world.

The solution? 

Omnichannel GTM. It’s not just about selling in more places but creating a seamless buying experience across all of them. 

Here’s what’s killing SaaS growth today and how omnichannel helps solve it.

It’s never been easier to launch a SaaS product, but it's never been harder to scale one. 

Buyers expect instant access, clear pricing, and seamless experiences. Internally, GTM teams are under pressure to launch new motions, expand into new markets, and adapt on the fly.

But legacy CPQ and billing stacks weren’t built for speed. Launching a new product line, bundling services, or managing a usage trial can take weeks of backend work and cross-team wrangling. 

Why Omnichannel Wins: Omnichannel GTM eliminates the friction between channels and systems. It allows businesses to experiment, iterate, and sell through any motion (PLG, SLG, or partner) without having to create a new workflow for each one. By treating GTM as a unified system, companies gain agility and control without adding operational drag.

Customer acquisition costs are trending up across the board. Outbound effectiveness is slipping. Buyers ignore nurture streams. Investors are closely watching burn rates, and every CRO is being asked the same question: how can we lower customer acquisition costs while maintaining growth?

The answer lies in shifting more revenue to efficient, scalable channels (e-commerce, PLG, and partner-led sales). But most systems don’t support these motions cleanly. What you save in CAC, you often lose in data integrity, manual billing work, or lost upsell opportunities.

Why Omnichannel Wins: Omnichannel GTM aligns cost-efficiency with revenue velocity. It enables driving volume through e-commerce or in-app channels without compromising margin, data quality, or customer experience. When partner sales, self-serve transactions, and rep-assisted deals all run through a common infrastructure, sales scale without scaling overhead.

Today’s buyers don’t follow a straight path. They might start with a free trial, consult a partner, chat with sales, and complete the purchase in-app or on the website. 

Without a unified view of the customer across channels, teams miss critical handoffs, duplicate efforts, and deliver fragmented experiences. Deals fall through the cracks. Customers get frustrated and expansion opportunities get lost in translation.

Why Omnichannel Wins: Omnichannel GTM gives companies the visibility and coordination to support dynamic buyer behavior. It connects the dots between every touchpoint — from trial to renewal — so teams can guide the customer journey without relying on brute-force coordination. This coherence increases win rates and improves both customer satisfaction and lifetime value.

AI is accelerating product development. Features are launching faster than ever, and each release brings a pricing and GTM decision. Can we charge for this? Should it be usage-based? Do we bundle it? How do we test it?

In most companies, answering those questions takes more time than building the feature. Product and GTM teams are hindered by inflexible SKUs, disconnected quote-to-cash workflows, and billing systems that struggle to keep pace.

Why Omnichannel Wins: Omnichannel GTM allows product, pricing, and revenue teams to move at the speed of innovation. It decouples pricing logic from delivery channel, enabling fast experimentation without reengineering the back office. Whether launching an AI feature, a service add-on, or a tiered offering, teams can adapt quickly across all sales motions.

Today, pricing agility is a growth lever. High-growth companies frequently test pricing, but many systems struggle to keep up. A single pricing change might require updates across CPQ, billing, ERP, and finance systems.

The result? 

Teams are hesitant to change pricing or accept that it will take time to adjust prices. Worse, they roll out updates that break downstream systems, confuse reps, or introduce revenue leakage.

Why Omnichannel Wins: Omnichannel GTM creates a single pricing layer across channels and systems. It ensures consistency from quote to invoice to recognition, even as pricing evolves. This infrastructure empowers GTM teams to respond to market feedback, optimize pricing in real-time, and roll out changes without fear of breaking anything.

Five years ago, annual pricing updates and linear sales cycles were the norm. PLG was a niche strategy. Direct sales dominated, and buyers mostly followed a predictable journey.

Today, PLG is the default for buyers, not the exception. Pricing strategies shift quarterly, sometimes monthly. Buyers start with a free trial, upgrade in-app, consult with a rep, and expect a seamless experience throughout.

At the same time, economic pressure is forcing every SaaS company to do more with less. That means reducing the cost of sales, leveraging e-commerce and partners, and extracting more value from every GTM channel, not just headcount.

Omnichannel GTM is the new foundation for SaaS growth.

Looking to modernize your GTM infrastructure? Nue is the only Salesforce-native quote-to-revenue platform built for omnichannel SaaS. 

Download our new e-book, Killing the Silo: The Omnichannel Revolution in B2B SaaS, to see what it takes to future-proof your GTM and why fast-growing SaaS companies like OpenAI are already making the shift.