As we wrap up 2024 and look ahead to 2025, it’s time to get real about what it takes to build a scalable revenue engine in the B2B SaaS space. You already know the pressure is on if you’re a founder, CEO, or sales leader. The market isn’t getting any easier, AI is creating a lot of noise (for better or for worse?) and the margin for error is slim. At our event, "Building a World-Class B2B Revenue Engine," top industry leaders cut through the noise and shared no-nonsense advice on how to get it right. Here’s what we think you need to consider heading into the new year.

1. Sales and Marketing Alignment: No More Excuses

The ongoing tug-of-war between sales and marketing needs to end. Emily Wood, SVP at HSBC Innovation Banking, put it bluntly:  split attribution is the way to go if you want to stop the blame game. By mapping out all the touchpoints a lead encounters (partner events, BDR outreach, email follow-ups), you create a clear picture of what’s driving conversions. It’s not about who gets credit; it’s about what works. As Emily said, this model “makes things less aggressive and more collaborative,” so your teams can focus on hitting targets instead of arguing.

Jon Keating, CRO at Newfound, was even more direct: “You need a CRO who owns the entire GTM model, end to end. If you don’t have a CRO, the CEO has to take on that role.” It’s that simple. If you’ve got sales, marketing, and customer success all pulling in different directions, you’re not going to hit your goals. A unified leadership structure cuts the drama and gets everyone moving towards the same objectives.

2. Don’t Expand Globally Until You’ve Nailed Your Home Market

Every founder dreams of cracking new markets and global success, but rushing without a solid foundation is a recipe for failure. Travers Clarke-Walker, former CCO and CMO of Thought Machine, emphasised the importance of going deep into one market before expanding elsewhere. His advice? “Put depth into a market before moving on. The worst thing you can do is have one isolated salesperson in a new territory without local support. You’ll just burn cash with nothing to show for it.”

Jon Keating added another layer of caution: “Chasing early wins in small markets can be a trap. It’s tempting to divert resources there, but you need to ask yourself if it aligns with your Ideal Customer Profile (ICP).” The lesson? Stay focused on markets that fit your ICP and have real growth potential. Don’t get distracted by shiny objects that drain your time and budget.

3. Local Expertise Isn’t Optional, It's Essential

When you do decide to expand, don’t make the mistake of thinking one size fits all. Each market has its own quirks, and if you ignore them, you’ll pay the price. Clarke-Walker was clear: “If you’re going to Japan, you need local partners who speak the language and understand the culture. If you’re going to the US, you need local expertise on the ground.” It’s not just about translating your website; it’s about understanding local buying behaviours and adjusting your approach accordingly.

And before you start throwing money at new markets, make sure you’ve done your homework. Maren Coleman, a seasoned growth strategist, stressed the importance of data-driven decision-making: “AI and analytics can help with scenario planning, but be ready for things not to go as planned.” The takeaway? Use data and industry experts to guide your moves but don’t assume your plan is bulletproof and be flexible if needed.

4. Celebrate Small Wins to Keep Momentum High

Scaling is hard, and it’s easy to get lost in the big picture. But celebrating small victories can make a big difference in motivating your team. As Maren Coleman pointed out, recognising quick wins isn’t just good for morale; it’s a way to build momentum and create a culture of continuous improvement. Celebrate the process, not just the big milestones or the end result. 

5. Operator Experience Matters - Stop Settling for Less

One of the biggest gaps in the European VC landscape is the lack of investors with real operational experience. With only 8% of European VCs having hands-on experience compared to 60% in the US, it’s no wonder so many founders feel like they’re not getting the support they need. If you can’t find investors who’ve been in the trenches, look for fractional advisors or experienced service providers who can offer the practical advice you need.

6. Structure Your Sales Team for the Long Haul

Scaling from a startup to a Unicorn isn’t just about adding more sales reps. It’s about evolving your approach as you grow. Think of it like this: in the early stages, you’re like a special forces unit (SAS) - lean, agile, and ready to take on anything life throws at you. But as you grow, you need to shift towards a structured approach with robust processes and clear systems (like the army). This transition is crucial to avoid chaos as you scale.

Get Ready for 2025: It’s Time to Act

As 2024 draws to a close and 2025 is bound to bring its own set of opportunities and challenges we urge you to take the time to reflect on the year that has been, align your teams, and sharpen your strategies. Here’s your no-nonsense checklist to help you ask the right questions:

The message is clear: the time for half-measures is over. If you want to win in 2025, you need a solid plan, a unified team, and the discipline to stick to your strategy. Let’s get to work.

Ready to take your business to the next level in 2025? Contact our experts to refine your GTM strategy and get the insights you need to drive growth. It’s time to build a revenue engine that can take on whatever comes next.

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