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👋 Hi, I'm Adam.

I'm chief analyst here at PeerSignal and CEO/co-founder of Keyplay. Join 17K+ B2B SaaS leaders who study modern GTM with my almost-weekly newsletter.

Featured Post

🚦 GTM tech 1000

I'm excited to introduce the GTM Tech 1000 (v1.0). We started with ~8,000 sales/mar-tech companies and curated this 1,000 company dataset for ongoing research. The full spreadsheet is free for PeerSignal members to explore and download. Our goal is to represent modern GTM tools and playbooks. That said, I’m sure there are some exciting companies or sub-categories that we haven’t found yet. We plan to expand regularly with your help. Two ways to contribute: Tag your favorite sales/mar-tech...

17 days ago • 2 min read

The all-new Keyplay List Builder just launched. As a PeerSignal subscriber you can get double power-ups. 🍄🍄 25 free bonus credits. 18% discount on any additional credit purchase. >> Just reply “bonus” and I’ll send over your special codes 🎟️ 🎯 How do you build a “good” account list? For the last 2 years I've been working with fast-growing B2B companies like Gainsight, Iterable, Ashby, and Hackerrank to help identify and prioritize their target accounts. List Builder is our new self-serve...

about 1 month ago • 4 min read

Rippling’s $200M raise at $13.5B valuation caught my attention. The fact that Rippling could reach this mark in such a short time is a testament to their strategy and execution, but also says something about the broader category. HR Tech is one of those SaaS categories that appears bottomless. It has at least twenty $2B+ businesses today. And there’s a steady stream of new startups entering the space or carving new sub-categories. We found ~3,000 total companies and then curate this list to...

about 2 months ago • 2 min read

Personal update: Katie is back (katie@keyplay.io). Please consider asking her how proven ICP principles + Keyplay = your best accounts for outbound & ABM. 🎯🔑 Ok, now that I fired myself from the sales team, this newsletter is about the SDR in 2024... The SDR/AE model has been the standard for B2B sales teams. Since Aaron Ross published the playbook in 2011, SaaS leaders have studied and practiced the "Predictable Revenue" model from seed to scale. But, only 9% of our 479 survey respondents...

about 2 months ago • 3 min read

Before diving into today's analysis, could you quickly hit reply with “got it” so I can confirm deliverability? I made some DNS tweaks and want to make sure big tech still puts us in the inbox. 🤞🙏🤞 G2 published their Spring 2024 grid reports last week. I was excited to see Keyplay land as a High Performer in our first grid with 4.8/5 stars, amongst the highest satisfaction in our category. This got me wanting better understand the top companies on G2 -- who they are, how they go-to-market,...

3 months ago • 2 min read

Did you hear that LinkedIn Sales Insights (LSI) is shutting down this year?! 😢 If you are an LSI customer, we've got something to fill the void at Keyplay. Talk to me about a free POC and then you can be the judge. 🧑⚖️✨ Last time I shared RevOps org benchmarks. We found that B2B Software companies have 1 RevOps headcount for every 12 sales reps and showed how that varies by size/stage. Today we looked at RevOps hiring data... Not surprisingly, RevOps is way down the list of GTM roles when it...

3 months ago • 2 min read

Today I analyzed 2,500 B2B software companies to better understand Rev Ops teams sizes, sales ratios, and how things change by stage. You can flip a summary deck and/or comment on LinkedIn here. Let's go through the analysis and some take aways... Small Teams, High Leverage Rev Ops is a small, but important part of the modern GTM org. Rev Ops headcount is less than 1% of total B2B Software company headcount in our sample. In aggregate we see a 12:1 overall ratio of Sales Reps (AE+SDR) to Rev...

3 months ago • 1 min read

Today I'm excited to introduce Keyplay Org Insights. 🎯 It’s a new way to understand the size and density of any team, role, or function within your accounts. For example, I'm tracking the size of AE, SDR, and Rev Ops teams. I can now segment and prioritize my target accounts based on this kind of data:👇 Then I have custom signals for account scoring like this: I've been wanting to build something like this for a long time. While doing ICP work with our customers, I’ve noticed that headcount...

4 months ago • 1 min read

Quick ask: If you are the Keyplay customer who shared this case study with Scott, can you email or DM me? In a time when efficiency is key, I love seeing a 60% reduction in cost per opportunity! I'm hoping to hear more about the details. 👇 We're finding a lot of leverage from bringing ICP into focus for 2024. TALE OF TWO CITIES? These 30 B2B software companies have added a whopping ~26K employees in the last 18 months. They’ve grown ~43% in that time and continue hiring today. Some never...

5 months ago • 1 min read

Welcome back and happy new year! 🎉 Entering 2024, we have reason to be optimistic in SaaS. Maybe a few green shoots? I shared this chart on LinkedIn today. Following a big drop in H2 2022, we saw the number of open roles in PeerSignal's index of 10K SaaS companies start to climb in the back half of 2023. Across our index there are ~92K open roles at the start of this month. Not quite back to the levels we saw in mid-2022, but a positive trend since January 2023. Note: This focuses on startups...

6 months ago • 3 min read
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