Oxx’s Go-to-Market Fit Toolkit
Strategies, accelerators and resources to help you nail your growth journey.
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Your resource on the road toward Go-to-Market Fit
How do you build a successful software company? We have created this in-depth resource for founders and operators of fast scaling B2B software businesses who are on the cusp of finding Product Market Fit (PMF) and planning out the next stage of your growth journey.
Perfecting Go-to-Market Fit (GTMF) means building a repeatable, scalable and productive growth engine. It’s about creating a commercial strategy that drives continuous growth. In our experience, finding this fit can be the difference between a good software business and a great one.
Whilst there’s no one-size-fits-all blueprint for scaling software businesses, the Oxx team has spent our careers scaling software companies as operators, investors or advisors. And the stakes have never been higher. In the AI age, many software companies are growing faster than ever, in hyper-competitive and highly dynamic markets.
It’s increasingly crucial to understand how to weave AI into every part of your business in order to thrive.
We have updated this GTMF Toolkit (first edition published in 2022) to zoom in on the effect of AI in the scaling journey; and have complemented with more real-world case studies, stories and practical learnings. You will find refreshed deep dives into the areas we see as accelerators to nailing GTMF, the main KPIs you need to track as well as checklists and new downloadable templates that will help guide your work to stay ahead of the competition.
We hope that this Toolkit can help you figure out where you should focus your attention when navigating the GTMF stage, and bend the odds in your favour to continue to scale successfully and become an enduring category leader.
Team Oxx
Download the full guide
Access all the insights in pdf format – annotate, print and keep it at your fingertips.
Introduction to Go-To-Market Fit
A clear overview of the software growth journey – PMF, GTMF and Growth & Moat – and the signals that show you’re ready to scale. This section also outlines why early expansion can weaken foundations, and how a Minimum Viable GTM approach builds a repeatable engine.
How do you know what’s working? Let’s dive into KPIs
A practical guide to the KPIs that matter during GTMF. We break down revenue quality, unit economics, cohort analysis, and the benchmarks reshaped by AI – helping teams build a shared, evidence-led view of performance.
Mapping the different
Go-To-Market Fit strategies
In this section we go into a detailed exploration of the primary go-to-market motions – outbound sales, inbound sales (sometimes referred to as marketing), product-led growth, community-led adoption, and partner-led channels. We walk through how each strategy works, the common mistakes that derail them, and the operational conditions needed for success. This section helps you understand not just what these strategies are, but when and why they fit different types of software businesses.
Getting practical: How do you achieve Go-to-Market Fit?
Now that you have your motion set, how can you speed up growth? In this section we get practical, providing a structured view of the pillars that support GTMF: sharpening your customer understanding and positioning; designing effective pricing and monetisation; building predictable demand; driving long-term retention; and shaping the right team architecture as you grow. Each topic includes frameworks, examples, and checklists to support focused experimentation and help you form a dependable, scalable commercial engine.
New frontiers: Internationalising
International expansion is one of the most powerful growth accelerators, but only when approached with discipline. This section outlines the signals that suggest you are ready to enter new markets, how to assess where you have a genuine right to win, and the practical considerations for executing expansion effectively. We cover the organisational, cultural, and operational foundations needed to build a sustainable international footprint.
Glossary of key SaaS terms
At Oxx, we understand that navigating software terminology can be challenging, especially with the industry’s fast pace and evolving landscape. That’s why we created the Glossary as part of our GTMF Toolkit, offering clear, concise definitions for key terms and metrics you’ll encounter.
Insights & perspectives
Explore our latest insights,
perspectives & news
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