8 Wild GTM Gaps We Find in the First 2 Hours of Every Audit

We’ve Uncovered the Biggest Gaps in SaaS GTM Strategies

We asked our internal GTM team — senior specialists across brand, design, paid media, SEO, RevOps, and strategy — to share the biggest, wildest gaps they’ve seen recently during their GTM audits. What you’re about to read is a crowdsourced, curated, and brutal look at the real issues blocking B2B SaaS growth.

Before We Dive In

We’ve seen this story play out again and again.

Every company thinks their go-to-market motion is “pretty dialed.” They’ve got campaigns running. Content shipping. Some channels are performing. And yet… they’re still missing their pipeline goals.

Here’s the thing: most of the teams we meet aren’t underperforming because they’re lazy, junior, or clueless. They’re missing the mark because they’re running with invisible structural gaps.

When we run a GTM Roadmap — a 360° diagnostic across brand, content, digital experience, RevOps, and pipeline generation — we uncover things that make jaws hit the floor. And it happens fast. Like, within the first 2 hours.

Let’s expose a few.

GAP 1: Your Brand Sounds Like Everybody Else

“Enterprise-grade AI that unlocks seamless collaboration across cross-functional teams.”

Cool. Happy for you. That tells us nothing.

Here’s the thing… Most GTM teams are so afraid of taking a swing and striking out that they end up sounding indistinguishable. Safe, feature-driven messaging dominates (and I mean DOMINATES) B2B SaaS & Tech landscapes, double-stuffed with abstract phrases, internal jargon, and zero emotional resonance.

Tell ’em, Gene.

Here’s what’s usually going on:

• Messaging is optimized for internal approval, not external clarity.
  A.K.A. “I don’t wanna rock the boat or fight over this and risk losing my job, so let me find the path of least resistance on this messaging.” And that’s unfortunate because the reality is, nobody wants to buy, let alone champion, something they don’t understand
• Teams prioritize alignment with the product roadmap over differentiation.
  Product is god at a lot of tech companies, and that’s gotta change. You could’ve developed the cure for cancer. It’s all a wash if you can’t cut through the noise and intrigue someone enough to wanna hear what you have to say.
• Nobody’s saying what the buyer is actually thinking or feeling.
  A lot of times this is because nobody actually knows what the buyer is thinking or feeling, because they haven’t taken the time to ask them. Why? Maybe it’s fear that what you’re asking is intrusive. I’d like to think sane, reasonable people are willing to offer that bit of information if they know it would help you. Regardless, messaging that sounds like what the buyer’s thinking is not making its way to your touchpoints.

GAP 2: You’re Building Content for a Buyer That Doesn’t Exist

It’s Spooky SZN, fellas. There’s a phantom buyer haunting your content strategy.

They move in a perfect linear funnel. They click your blog, download your eBook, request a demo, and convert. No politics. No chaos. No procrastination. No competing priorities. No boss they have to win over.

I really wish that’s how buying still worked. It’s not anymore, and that’s too damn bad.

If you want real traction that converts real buyers on their actual buyer journeys, you gotta get with the times and get real. Talking to your buyers’ and getting a behind-the-scenes look at their buying process can help inform the type of content you need to be creating.

Most GTM teams are:

• Mapping content to an imaginary journey, not real-world friction points
• Prioritizing SEO tactics over actual purchase intent
• Skipping Voice of Customer work and building content in a vacuum
• Creating content that earns traffic but not revenue

GAP 3: Your Paid Search Campaigns Are Bidding Against Ghosts

Imagine spending $40K/month targeting keywords like “AI budget template in Excel”… when your product sells an AI-powered revenue forecasting platform for enterprise RevOps teams.

That could be your company, and you could be wasting gobs of money.

Using this example, here’s what we keep seeing over and over again:

• Broad match keywords + vague intent = budget burned on DIY searchers, students, and small businesses who’ll never convert
• You’re competing with B2C budgeting tools and getting clicks from folks who aren’t even in your market
• To make it worse, your conversion tracking is set to “form load” instead of actual meetings booked, so the platform thinks those junk clicks are working

Paid search becomes a money pit when you optimize for volume over intent. As a result, search spend spirals out of control without driving pipeline.

Fix:
✅ Use high-intent, long-tail keywords that map to real use cases
✅ Lock down match types (and stop trusting Google’s default suggestions)
✅ Refine your keyword list to focus on buyers, not researchers
✅ Fix your event tracking before you ever “optimize”

Broad doesn’t mean better. It just means blurry. And blurry targeting burns budget fast.

Where’s all the money gone, SpongeBob me boy?

GAP 4: Your Paid Social Campaigns Ignore Funnel Stages

We still see cold LinkedIn audiences being hit with demo CTAs on Day 1.

Side note: Even worse, we see audiences being hit with high intent offers like a demo when said audience is not generally bottom-of-funnel friendly (But that’s another tale for another day.)

No segmentation. No education. No context.

Just: “Book a demo, you peasant”

Why this fails:

• People don’t respond well to being treated like serfs
• You’re skipping the warm-up phase and going straight for the close (like the giga chad you are…I’m blushing)
• You’re matching cold audiences with late-stage offers
• You’re paying a premium for impressions that won’t convert

GAP 5: Your Visual Design is Too Polite to Convert

Just because it’s pretty doesn’t mean it performs.

True story, I had a client ultimately churn because I did in fact call their baby ugly. Their abstract visual identity did nothing to further the value of their product. You couldn’t tell if they were selling software or selling a cult.

Our Design lead, Grace Pan, sees problems like this and others when it comes to design: sites and ads so polished, they forget to persuade. A visual identity so abstract or unloved, it sinks to the bottom of the trenches in the opinions (and trust) of their audience.

“Clean, safe designs create visual fatigue. If everything is styled equally, nothing stands out. And on the opposite side, if a design takes too long to figure out or isn’t captivating, you lose eyeballs. You have to strike the perfect balance of bold design and intentionality to stand out.”

Common offenders:

• Zero visual hierarchy (all text and CTAs look the same, nothing feels important)
• Multiple CTA styles across the site — no consistency
• Forms with too many fields and zero explanation of value

GAP 6: You Wasted the Most Valuable Page on Your Site

Your demo page is your digital closer. So why is it just a bland headline and a form?

This is your moment to sell the ✨experience✨ — both the literal demo experience and how I’m going to feel during the process – and most brands squander it. I want to know that my time is worth it. And most brands do nothing to convince us, your ICP, that this journey will be worthy.

We commonly see:

• No explanation of what the demo entails
• No preview of value, transformation, or insight
• No reassurance around what happens next

GAP 7: Your RevOps Data is a Dumpster Fire

We’ve stopped lighting matches around RevOps architecture. The hazard pay alone is too much to stomach. You know it, I know it, everyone knows it.

So, we’ve got a new rule: if your UTM data isn’t making it into your CRM, you don’t get to talk about attribution. Many B2B SaaS & Tech companies wanna jump straight into attribution when their CRM architecture looks like something out of Five Nights at Freddy’s – disjointed, dangerous, and definitely not something you want touching your attribution models.

Here’s what our RevOps audits uncover every. single. time.:

• UTM parameters aren’t captured or mapped to contact records
• Lead statuses are misused or incomplete (“New,” “Unresponsive,” “Qualified,” etc.)
• Attribution models are stitched together with duct tape and hope

Without clean ops, your campaigns are flying blind. You don’t have a clear line of sight into revenue and why things are happening the way they are. It’s just very expensive guessing.

Fix:
✅ Capture UTM data at the form level
✅ Define and enforce lead status progression
✅ Align on what “qualified” actually means across teams

GAP 8: Your Fancy Diagrams Don’t Work on Mobile

Big technical charts are impressive… on a desktop. Lots of things you do are super impressive… on a desktop.

The problem is, here in 2025 and beyond, your buyers are constantly switching between devices — in meetings, on the go, while picking up their kids. If your charts collapse on mobile, you’re asking them to squint through a whitepaper in traffic.

If your product explainer graphic looks like a blurry screenshot of a whiteboard once it’s shrunk to 375px wide, yeah, buddy, you’ve lost them.

We constantly see:

• Huge flat images to explain complex ideas instead of interactive content
• Key info that can’t be zoomed or tapped on mobile
• Technical graphics (charts, workflows, frameworks) break on smaller screens

These Gaps Aren’t Random. They’re Predictable.

You read this because something felt familiar.

That uneasy feeling that your GTM strategy looks solid, but something’s not clicking.

You’re not alone.

We run GTM Roadmaps for B2B SaaS companies every day, and these 8 gaps show up like clockwork.

They’re holding back good teams from great results.

Want to spot yours before your pipeline sinks any further?