This blog is a summary of Godard Abel’s episode on The New GTM Playbook podcast. Head to The New GTM Playbook page to watch the latest episodes.
Building a SaaS business is no easy feat. But for Godard Abel, the founder of three successful SaaS companies—Big Machines, SteelBrick, and G2—it’s a challenge he’s mastered time and again. In our conversation, Godard shared valuable insights into what makes SaaS businesses thrive, the struggles of buying and selling software, and what the future holds for software.
Building SaaS Success: The Power of Adaptability
Godard’s 25-year journey in SaaS is a testament to perseverance and the ability to pivot. From his first venture, Big Machines, to the success of Steelbrick and G2, his experiences underscore the importance of aligning with market needs—even during downturns.
During the dot-com bust, Big Machines was nearly wiped out. Instead of doubling down on growth-at-all-costs, Godard shifted focus to profitability, prioritizing early customer wins. While the SaaS market was slow to adopt, his team’s resilience ensured survival until the industry caught up. Later, with Steelbrick, he leaned into the growing Salesforce ecosystem, creating a native CPQ tool that resonated deeply with the market.
This focus on adaptability is a key lesson for leaders in SaaS. By staying close to customer needs and iterating on feedback, we can build products that deliver measurable value, even in challenging conditions.
Fixing the Broken Software Buying Journey
The software buying process today is more complex than ever. With more than 2,000 categories listed on G2, buyers often struggle to identify which solutions fit their needs. Godard highlighted how this fragmentation creates frustration, inefficiency, and unnecessary friction.
The future of software buying lies in simplifying discovery and evaluation. Tools like G2’s Monty AI agent address this by guiding buyers through the decision-making process, taking their company size, industry, and goals into account. Similarly, platforms like TestBox offer tailored, hands-on demo environments that empower buyers to experience how a product would function in their specific workflows.
Simplifying the buyer’s journey is no longer optional—it’s a competitive advantage. Transparency in pricing, clear differentiation, and guided experiences that reduce decision fatigue can help businesses stand out in an increasingly crowded market. In doing so, we can build trust and accelerate deal cycles, creating value for both buyers and sellers.
The Future of SaaS: AI, Consolidation, and Seamless Experiences
As the SaaS industry evolves, Godard pointed to three transformative trends reshaping the landscape:
- AI-Driven Efficiency: Conversational AI is set to revolutionize software interactions. Imagine AI assistants that not only log CRM data but also analyze sales conversations, suggest next steps, and draft follow-up emails. These tools won’t replace sales teams but will empower them to spend more time building relationships and less time on repetitive tasks.
- Consolidation and Integration: Buyers are increasingly seeking fewer, more integrated tools to reduce complexity. Godard highlighted how consolidation is being driven by tighter budgets and the need for interoperability. For SaaS businesses, ensuring seamless integration with existing ecosystems can make the difference between gaining or losing market share.
- Conversational Interfaces as the New Norm: In the future, software may be consumed primarily through conversational agents. Godard emphasized the importance of preparing for this shift by building solutions that provide real value in an AI-first environment. Companies that fail to differentiate their offerings risk being relegated to “behind-the-scenes” tools powering a dominant AI interface.
SaaS is evolving rapidly, but the fundamentals of success remain constant: adaptability, customer-centricity, and a focus on innovation. Simplifying the buying journey, leveraging AI to augment human efforts, and preparing for a more integrated future are critical ingredients to staying ahead in an increasingly competitive market.
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