#22 The Woffu GTM Playbook, AI's Reshape of SaaS, and the Reality of Building Value
June 10th, 2025
Strategic GTM insights for Founders, CEOs, and Investors building AI-driven SaaS businesses. Real stories, proven frameworks, and a mindset for healthy, scalable growth.
Manually curated by Luigi Mallardo.
In the race to leverage AI, it's easy to get caught up in the hype. But the fundamentals of building a resilient, valuable SaaS company? Those are timeless. This edition, I’m pulling back the curtain on a journey close to my heart: scaling Woffu from its early bootstrapped days to a strategic acquisition by Visma. It's a deep dive into the Go-To-Market playbook we used, packed with real-world lessons on strategic focus, efficient growth, and designing for optionality that are directly applicable to today’s AI-driven SaaS leaders.
Read the full Woffu GTM case study.
Beyond Woffu, this issue scans the horizon for critical shifts and practical insights shaping SaaS, AI, and GTM. We’ll explore:
The "SaaSing Up" of Everything: How AI is not just improving SaaS but also accelerating the transformation of traditional industries into 'as-a-service' models, demanding new GTM thinking.
SaaS Market Dynamics: From robust software spend forecasts powered by AI to the ongoing revolution in SaaS pricing (yes, Salesforce is feeling it too).
AI, Agents & Automation: The real-world impact of AI agents, how leading AI companies are monetizing, cautionary tales from the frontier of AI in sensitive fields like therapy, and a look at mind-blowing robotics.
Investment & GTM Wisdom: The evolving VC playbook for AI and actionable advice on critical early hires.
My goal, as always, is to cut through the noise and deliver candid, grounded insights you can actually use. Let’s dive in.
SaaSing-up
AI Disruption: But What Kind?
Uber and Airbnb didn’t just sell software, they rewired markets. But the impact on hotels vs. taxis? Totally different. The lesson: don’t just shout “disruption.” Ask what kind. Link.
AI Transforms the XaaS GTM Playbook
As AI accelerates the "Everything-as-a-Service" shift, it's also rewriting the GTM playbook. GenAI is now key to streamlining complex XaaS sales, from lead to quote. Link.
SaaS Market Moves
Software Growth Accelerates: AI is the Engine
Thoma Bravo forecasts 19% annual growth in software spend, with AI as the main driver. SaaS itself is maturing, holding steady at 13% YoY. The upshot: demand is real, and timing still matters. Link.
Netflix Is Targeting a $1 Trillion Valuation.
Content, scale, and... SaaS? Worth watching. Link
Salesforce Admits: AI Needs New Pricing
Forget per-seat for AI agents. Salesforce's new "Flex credits" for Agentforce show they're listening to CIOs concerned about AI costs and value. It's all about outcomes now. Link.
AI, Agents as a Service & Robots
OpenAI Eyes $12–13B, Anthropic Hits $3B Run-Rate
Enterprise-grade AI is turning into a real business, fast. Link.
Anthropic's new subscription tier targets users who want more power than free, less friction than enterprise. Smart move. Link.
Shopify's Founder: “Use AI by Using It”
Tobi Lütke’s internal memo says it plainly—no theory will replace hands-on usage. AI isn’t optional, it’s learn-by-doing. Link.
M𝗼𝘀𝘁 𝗰𝗼𝗺𝗺𝗼𝗻 𝗔𝗜 𝗮𝗴𝗲𝗻𝘁 𝘂𝘀𝗲 𝗰𝗮𝘀𝗲𝘀 𝗶𝗻 2025
Solid snapshot of how AI agents are being used across industries right now—beyond the hype. Link.
Enterprise AI: Finally, No Hype
OpenAI’s latest enterprise AI report lands with 7 grounded, actionable lessons. Surprisingly realistic, worth a read. Link.
8 tools to use to do the work of 8 people.
A practical look at AI tools promising significant productivity leaps, a glimpse into how AI is augmenting, and sometimes replacing, human tasks. Link.
AI Therapists: Promising Results, Serious Risks
Therabot, a clinical AI chatbot from Dartmouth, matched human therapists in reducing depression and anxiety symptoms. Impressive results—but in mental health, stakes are high, and errors kill. Link.
Robots You Can Ride.
Kawasaki unveiled CORLEO, a hydrogen-powered quadruped robot you can ride like a horse. It uses AI to balance in real-time based on the rider’s movement. Sci-fi? No. It exists.
Raining Stars
Clay’s Pricing Inspires SaaS Founders
SaaS founders are drawing pricing inspiration from innovative models like Clay's, emphasizing value-metric alignment and usage. Link.
Paid is betting on the scalability of “service as software”
London-based AI agent marketplace, Paid just raised a $10 million seed round. Manny Medina, Founder of Outreach and now Founder and CEO of Paid sees AI agents as replacing SaaS products.
Interesting reads
The New VC Playbook: AI Roll-ups & Buyouts
Top VCs are becoming RIAs, launching companies, acquiring others, and building with AI like PE firms. A strategic shift worth watching. Link.
Who Should Be Your Startup's First Sales Hire? (It's Not Who You Think)
Forget the “hungry SDR.” The right pick? A seasoned seller ready to build with you. Smart take on a make-or-break decision. Link.
For Parents: How University Students Are Actually Using AI
A practical look into how the next generation is adopting AI in real workflows. Some surprises in here. Link.
That’s all for this edition.
What’s your take? Let’s discuss. Reply or DM me.