How To Find Product-Market Fit For Your SaaS, Consulting, or Technology Business

Understanding Product-Market Fit:

A Comprehensive Guide

Product-market fit is a fundamental phase within a business’s growth that founders, sales and marketing should deeply understand.

What does it truly mean, and why is it so crucial?

In this article, we’ll dive deep into the concept of product-market fit, and cover:

  • What is Product-Market Fit? Why should it be a priority and how is it measured?

  • The old way of finding Product-Market Fit model vs The new improved method to finding Product-Market Fit

  • Actual steps you can take to build and install a Product-Market fit system into your B2B business right now

Example of 90 Day Product-Market Fit Outreach Results

Product-Market Fit Outreach Results

Figure 1 shows example of 90 day PMF excerise. Keyura Cloud is a software company who offer tracking solutions to the logistics sector. Across 90 Days, reached out to over 4200+ companies, resulting in 100 leads and 25 demos. The Lead to Demo rate is a moderate 25% which is acceptable during the PMF phases. 25 demos for a new offer is a healthy result and will enable any company enough juice to prove/disprove PMF. View full case study

Exposure Lead Rate in November

Figure 2 shows a real-life example from, a private network b2b social media platform. Here we see that of testing the exposure lead rate of 3.76% in November from decision makers exposed to the transformation. 3.76% can be considered a healthy exposure rate.

Expoure Lead Rate Increase

Figure 3 shows the exposure lead rate increasing to 5.65% as we refine our messages. When the exposure lead rate is healthy and leads are attending demo calls, it’s important for the founders or product owners to take these calls and close deals. If the founder is unable to close their own deals, then this means they likely do not have product-market fit.

Why Should Product-Market Fit be a Priority?

PMF is essential because it’s one of the core stages a business must go through to grow. When launching a new offer, you can only scale sales if you have product-market fit.

The 5 phases of growing a B2B business are:

  • Finding Product Market Fit

  • Solving for Lead Generation

  • Solving for Demand Generation

  • Solving for closing new customers

  • Scaling sales through paid media.

5 Phases To Growing Any B2B Business
5 Phases To Growing Any B2B Business

Figure 3 shows the 5 phases of growing a B2B business, as introduced by It's important to note that lower ticket businesses can skip straight to solving for product-market fit and scaling sales through paying for traffic.

What is Product-Market Fit?

Product-market fit is when a product or service effectively fulfils the underserved needs of a market while sustaining growth and profitability.

Here is the Product-market fit framework

From an analytical perspective, product-market fit is a harmonious combination of the following elements:

  1. Niche (N)
  2. Transformation/Claim (T)
  3. Price (P)
  4. Mechanism (M)
  5. Access Channel (A)

(N) represents a particular group of people who experience a specific problem. Who are you helping?

(T) represents the transformation provided to the niche. What does the before and after transformation look like?

(P) represents the price the niche is willing to pay to achieve the transformation. How much is the niche willing to pay to achieve the result?

(M) represents the mechanism used to deliver the transformation. Which product or service profitably delivers the transformation?

(A) represents the access channel used to put the message of the transformation in the hands of the niche. Which channels will you use to communicate the niche’s transformation?

Product-market fit is found when these elements are successfully combined.

What Are The Benefits of Finding Product-Market Fit?

Achieving product-market fit is not just about creating a product that people want; it’s about proving that your product has a sustainable market. You will find it very difficult to scale your business without product-market fit.

This is why venture capitalists often seek evidence of product-market fit before investing because they want to see that you’ve developed a product that addresses a valid consumer problem. Here are four benefits of finding Product-market fit:

1. Gain Real Validation Through Obtaining a Documented Case Study

By achieving two or more successful case studies within the same niche, you validate your product’s effectiveness and relevance and build a solid foundation of trust and credibility in the market. Documented case studies prove your product’s value, showcasing real-world applications, results, and testimonials. These case studies act as powerful tools in your marketing arsenal, helping to overcome scepticism and objections from potential customers. They provide a narrative that resonates with prospects, illustrating how similar businesses faced challenges and how your product delivered the solution.

2. Confirm Sustainable Growth

Once you’ve achieved product-market fit, you can confidently focus on scaling and growth strategies. Solving for product-market fit should naturally lead to solving for lead generation and conversion strategies. It will enable you to begin to create repeatable sales processes.

3. Create Investor Confidence

Investors are more likely to back a startup that has demonstrated product-market fit.

4. Strategic Focus

You need to validate product-market fit before you’re safe to divert resources to other strategic objectives like upselling or expansion. The first stage of the startup process is getting to a problem/solution fit, a vital step that many entrepreneurs overlook. Starting with an MVP (Minimum Viable Product) without understanding the problem and customer space is flawed. Therefore, validating product-market fit should be your number one priority.

Why Do Companies Struggle to Achieve Product-Market Fit?

Many SaaS founders and technology entrepreneurs often need to understand the multifaceted nature of achieving product-market fit (PMF).

They focus on one or two elements without paying attention to others, leading to a lack of profitability and scalability.

They also fall into traps, such as believing they have a winning product just because they themselves or one other person would use the product if it was created.

Traditional Education teaches something known as the Product Development Model which is the old way of finding Product-Market Fit

The old way is the product development model. Asana released an Article on November 1st 2022. To see how widely misused this model is, you can read more about it here.

Old Product Development Model

Figure 1 shows the old product development model, introduced by Booz Allen and Hamilton (BAH in 1982). This model is still widely used today.

Here is a Quick Overview of the Traditional Product Development Model:

Ideation and Planning: In this initial stage, founders channel their passion and vision into a detailed business blueprint. They hypothesize the product or service’s features, identify potential target audiences, determine where to find these customers, strategize on customer engagement, and make preliminary pricing decisions.

Design and Development: The founder and their team dive into the design and development phase with a clear plan. They create the product or service while crafting marketing campaigns, developing promotional materials, and initiating outreach to potential customers.

Testing and Feedback: The product undergoes alpha or beta testing before a full-scale launch. The marketing team communicates the product’s value proposition, and the sales team engages with early adopters. Feedback from these initial users is crucial and can lead to product refinements.

Official Launch: After the complete testing and refinements have been made, the product is officially introduced. The company aggressively channels resources to support the launch, establishing sales avenues and amplifying marketing efforts to ensure the product’s success.

Why is the product development model the wrong approach to take in most scenarios?

One should only invest considerable resources into developing a product once the market is confirmed. In the product development model, as you can see, Asana writes:

“Not only does the product development process help simplify a launch, but it also encourages cross-team collaboration with teamwork and communication at the forefront of the process.”

We disagree that the product development process “helps simplify a launch” because we believe you should sell before building. Before investing a dime into creating the product, you should pre-sell it to customers to ensure it’s what people want. Also, your primary objective should not to be “encourage cross-team collaboration with teamwork and communication” but to ensure that you’re building a product that the market actually wants.

In the below two case studies, we will explore the Product development model in action.

A Case Study on TaskMate, a Task Management Software for Remote Teams

An experienced software developer, Maya noticed a recurring problem among remote teams: the need for time zone differences. She believed that with her skills, she could create a solution to help these teams become more efficient. With a vision, she began TaskMate, a task management software tailored for remote teams.

She envisioned TaskMate as a platform where remote teams could transition from disorganised and inefficient to highly coordinated and productive, irrespective of their time zones. After conducting direct competitor research, Maya decided on a monthly subscription price of $20 per user. She believed that this price point would be both competitive and acceptable to her target audience, given the value TaskMate promised to deliver.

Maya invested $10,000 from her savings into developing TaskMate to bring her vision to life. She spent five months building the software, ensuring it had features like time-zone-friendly scheduling and real-time collaboration. Once the product was ready, she allocated another $5,000 for marketing, focusing on digital channels like social media advertising and email marketing.

However, despite her dedication and investment, Maya encountered challenges post-launch. While she initially gained a few sign-ups, many users canceled their subscriptions within the trial period. Concerned, Maya contacted these customers for feedback and discovered that.

Maya's Journey with TaskMate

Maya's journey with TaskMate underscores the importance of market validation. Building a product without securing any sign-ups or commitments from potential users can lead to significant financial and time losses. Maya should have followed the B2B Growth Customer Development Model.

TaskMate needed to include some critical features. She would need more time and a more significant investment to add these features.

Two years post-launch, TaskMate’s monthly recurring revenue (MRR) stagnated at $2,000. With $50,000 gone from her savings and the realization that she had built a product without sufficient market validation, Maya decided to shut down TaskMate and re-enter the job market, keeping the lessons from this venture close to her heart.

Now let's break down why Maya failed in product-market fit terms:

  • Identifying the Niche (N): Maya correctly identified a niche market—remote teams grappling with time zone differences.

  • Defining the Transformation (T): She envisioned a transformation for her niche but needed to validate this transformation with potential users before product development.

  • Setting the Price (P): Maya’s pricing strategy was based on competitor research, but without understanding the unique value proposition of TaskMate in the eyes of her potential customers.

  • Choosing the Mechanism (M): While the features of TaskMate were designed to address the challenges of remote work, they missed some critical elements that the market deemed essential.

  • Selecting the Access Channel (A): Maya’s choice of digital marketing was apt for her target audience, but with a clear value proposition and product validation, the channels could deliver the desired results.

Here at B2BGrowthImplementation, we teach our customers the new way of finding Product-Market fit, known as

“The Customer Development Model”

A critical distinction between the Customer Development Model (CDM) and the Product Development Model (PDM) lies in their inherent assumptions. While PDM often operates on the premise that everything will unfold as anticipated, CDM adopts a more flexible approach.

Each stage in the CDM is visualised as a cyclical process, acknowledging the iterative nature of the journey. Identifying the perfect customer base and market might require multiple attempts and refinements.

This new product development model assumes it will take several iterations of each of the four steps until you get it right.

5 Phases To Growing Any B2B Business

Figure 2 shows the Customer Development Model, as provided by

The new way to find product-market fit is The Customer Development Model

  1. Customer Discovery: The primary objective here is to pinpoint your target audience and ascertain the significance of the problem you’re aiming to address for them. It’s essential to validate whether your assumptions about the niche, problem, and solution resonate with potential users. The most effective way to achieve this is by stepping out of your comfort zone and actively seeking feedback about your proposed product or service, its relevance, and the ideal customer profile. You should be having meetings with decision-makers in your ICP to find out their biggest problems in the area you looking to venture into. You should look for validation of problems from 25+ decision-makers. You may start this journey with one problem to solve, and then learn that there are deeper more pressing problems that also need to be solved.

  2. Customer Validation: This phase is all about mocking up your product after discovery and then confirming that there is a segment of customers within your identified niche who genuinely appreciate and value your offering. Proper validation is achieved when customers are willing to part with their money in exchange for your product or service. You should be selling customers on the concept, pre-signing up customers to the concept, and ideally taking deposits from early evangelists. Once this milestone is reached, the focus shifts to developing the product

  3. Customer Creation: This phase is all about fulfilling customer promises rolling out your product, and collecting case studies. Create happy and successful customers that you can use to attract new customers. With your product hypotheses validated, it’s time to amplify your efforts.

  4. Company Building: Having navigated the initial challenges and uncertainties, you now transition from the exploratory phase to a more structured approach. This involves establishing solid sales and operational sales processes. This stage involves ramping up marketing initiatives to generate demand for your product or service and channeling this demand effectively through your sales avenues.

A Case Study of Daniel and his Venture: How Daniel Achieved product-market fit successfully


Meet Daniel, a passionate software developer and strategic entrepreneur who understands the importance of product-market fit (PMF). Unlike many founders, Daniel doesn't rush into coding; instead, he focuses on market research and customer discovery, applying techniques he learned from

Daniel, an ambitious entrepreneur, had a vision. He wanted to create a software solution to address a specific pain point he had identified in the market. Before diving into the development phase, he decided to take a different approach. Instead of building first, he wanted to understand his potential customers deeply.

Armed with a notebook and genuine curiosity, he engaged with potential clients using Report method. He listened to their challenges over casual brunches and coffee meet-ups, ranking them based on urgency. He proposed solutions, even sketching detailed mock-ups on the spot. Impressed by his strategic thinking and dedication, one client agreed to a deal worth $10,000 upfront.

Upon delivering his solution, the client was thrilled, leading to a year-long contract worth $50,000. With this success, Daniel documented his journey in a compelling case study. This success story became his ticket to securing more deals and attracting venture capital investors.

By the end of his first year, he had achieved a $50,000 MRR with a 70% margin, inspired by techniques from B2B Growth Implementation, Daniel explored paid traffic strategies, and by his second year, he reached the $100,000 MRR milestone.

Seeing Daniel’s venture’s potential, private equity investors valued it at $10 million. Sensing the right moment, Daniel sold a 50% stake, reaping a reward of $5 million in just two years.

Now, let's break down why this worked through the lens of Product-Market Fit.

Analysing Daniel's Journey Through the Lens of Product-Market Fit

  • Identifying the Niche (N): Daniel should have jumped into product development immediately. Instead, he sketched his niche hypotheses using the foundational copy framework. He engaged directly with potential customers to understand their pain points.

  • Defining the Transformation (T): Daniel envisioned a transformation where the challenges faced by his potential clients were not just addressed but eradicated.

  • Setting the Price (P): Over casual interactions, Daniel proposed solutions and confidently set his price, showcasing his strategic thinking.

  • Choosing the Mechanism (M): Daniel provided detailed mock-ups outlining how his software solution would deliver the promised transformation.

  • Selecting the Access Channel (A): With a satisfied client and a compelling case study, Daniel became the go-to expert for this niche.

It’s important to understand the innovation spectrum. Which types of innovation are you providing?

Every product or service introduces a certain level of innovation to the market. Recognising the innovation your product or service embodies is crucial for positioning and marketing.

Here’s a breakdown of the various innovation categories:

Video Innovation

Video innovation is vast, encompassing advancements in content creation and video technology. Despite the strides already made, the world of video continues to evolve, offering new avenues for engagement and communication.

Automation Innovation

Automation is all about streamlining processes reducing the need for human intervention. From supply chains and logistics to healthcare and manufacturing, automation, powered by artificial intelligence and robotics, reshapes industries.

Hardware Innovation

This category delves into the tangible aspects of technology, focusing on the physical capabilities of devices. It’s about transformative changes in products we use daily, from smartphones to advanced medical equipment.

Mathematical Innovation

At the heart of many technological advancements lies mathematical innovation. It’s about crafting intricate algorithms essential for tackling complex data analysis challenges.

Process Innovation

At the heart of many technological advancements lies mathematical innovation. It’s about crafting intricate algorithms essential for tackling complex data analysis challenges.

Physics Innovation

Physics innovations bring groundbreaking discoveries, like the potential of quantum computing. Such advancements can revolutionize medical imaging, offering more accurate and detailed insights.

Mechanical Innovation

Mechanical innovation touches aerospace technology, industrial machinery, and automotive design.

Chemical Innovation

This category delves into the intricate processes behind creating new chemical compounds. Such innovations pave the way for the agriculture and pharmaceutical sectors to introduce groundbreaking products.

Materials Innovation

Materials innovation is about discovering and developing materials supporting novel applications. These innovations, from construction and renewable energy to nanotechnology, lay the foundation for the next generation of products.

Language Innovation

In the digital age, refining and enhancing programming languages is crucial. Language innovation aims to make coding more contextually relevant, efficient, and robust, ensuring software and applications run seamlessly.

Service Innovation

This pertains to changes in the way services are conceived, created, and delivered. It’s about enhancing customer experience, streamlining service delivery, and introducing new service models.

Business Model Innovation

This involves changing how a company creates, delivers, and captures value. Companies like Uber and Airbnb have revolutionised industries with their unique business models.

Organizational Innovation

This type of innovation focuses on internal company structures, workplace culture, and management methodologies. It’s about improving efficiency, employee satisfaction, and overall organizational effectiveness.

Open Innovation

This is the practice of sourcing ideas and knowledge from external sources. Companies collaborate with external partners, such as academia, research institutions, or individual inventors, to drive innovation.

Disruptive Innovation

Coined by Clayton Christensen, it refers to innovations that disrupt existing markets by introducing simplicity, convenience, accessibility, or affordability where complication and high cost are the status quo.

Sustainable Innovation

This type of innovation focuses on creating environmentally friendly solutions. It’s about developing products, processes, and technologies that reduce environmental impacts.

Architectural Innovation

This involves re-configuring existing product technologies in novel ways. It’s about taking known components and using them in a new configuration.

Incremental Innovation

This is about making small-scale improvements to existing products, services, or processes. It’s the most common form of innovation and can lead to significant advancements over time.

Radical Innovation

Unlike incremental innovation, radical innovation involves creating new concepts that can change the industry landscape.

Social Innovation

Focused on creating solutions for societal challenges, this type of innovation can be seen in healthcare, Education, and community development.

Measuring Product-Market Fit Through The B2B Growth Implementation Framework

Understanding how to measure product-market fit (PMF) is crucial for any business aiming for sustainable growth. However, before diving into the metrics, it’s essential to understand the interplay between the variables that constitute PMF.

Understanding Variable Interactions

The Niche (N): Independent of all other variables.

The Transformation (T): Dependent on the niche but independent of the price, the mechanism, and the access channel.

The Price (P): Dependent on the transformation and, therefore, also dependent on the niche but independent of the mechanism and the access channel.

The Mechanism (M): Dependent on the price and, therefore, also dependent on the niche and transformation but independent of the access channel.

The Access Channel (AC): Depends on the mechanism and, therefore, on the price, transformation, and niche.


T (N)

P (T) ⇒ P ( T(N)) ⇒ P (T, N)

M (P) ⇒ M (P (T, N)) ⇒ M (P, T, N)

A (M) ⇒ A (M (P, T ,N) ⇒A (P, T, N, M)

Notice that because of the dependencies, the solving order is revealed:

The niche is solved first, then the transformation, then the price, then the mechanism and contribution, and then the access channel.

Measuring the Transformation (T)

To gauge the effectiveness of your transformation, you need to test the market-message resonance with your target market. You can do it by testing different transformations against each other. This allows you to measure your exposure lead rate.

Here are the simplified tactical steps you need to take:

Identify Your Target Audience – Know who your niche is. Use market research tools to build a list of 2,000 target decision-makers.

Craft Your Message – Develop 3-5 possible transformations that resonate with your target audience.

Run A/B Tests – Segment your target ICP into test groups testing different BOFU transformational scripts to see which scripts get the best results.

Measure Reactions – Measure your exposure lead rate across transformations. Which transformations generate more interesting leads?

Book meetings with your target prospects – Conduct deep discovery with them to discover what problems keep them awake at night, their goals and desires, and the perceived obstacles blocking their path.

Aim for an exposure lead rate that makes sense – In a highly saturated ticket market, we can still achieve consistent exposure lead rates of 4%. We have also seen exposure lead rates as high as 40% in some underserved niches. Some cadences will provide higher lead rates than others, but it’s essential to work towards a sustainable lead rate based on the unit economics of the whole funnel.

Measuring the Price (P)

Pricing is a multifaceted element that can significantly impact your product-market fit. It’s not just about setting a price that covers your costs; it’s about understanding the value you provide and how much your target niche will pay. Your mechanism should be priced at a percentage of the perceived value delivered.

Once your transformation resonates and you book meetings with your target market, you should test different pricing models. Here are some advanced pricing models and how to measure their effectiveness:

Probabilistic Pricing Models
  1. Dynamic Pricing: This model uses algorithms to set flexible prices based on market demand, competitor prices, and other external factors in real time.

  2. How to Measure: Use machine learning algorithms to analyse the impact of dynamic pricing on sales and customer behaviour.

  3. Auction-Based Pricing: Determine the price based on the highest amount a customer is willing to pay.

  4. How to Measure: Monitor the highest and lowest prices customers will pay and find the optimal average price point.

    1. Dynamic Pricing: This model uses algorithms to set flexible prices based on market demand, competitor prices, and other external factors in real time.

      How to Measure: Use machine learning algorithms to analyse the impact of dynamic pricing on sales and customer behaviour.

    2. Auction-Based Pricing: Determine the price based on the highest amount a customer is willing to pay.

      How to Measure: Monitor the highest and lowest prices customers will pay and find the optimal average price point.

Deterministic Pricing Models
  1. Cost-Plus Pricing: This is the most straightforward model, where you calculate the cost of producing the product to make a profit.

    How to Measure: Calculate the total cost of production and add your desired profit margin. Monitor sales at this price point to ensure it’s sustainable.

  2. Value-Based Pricing: This model sets the price based on the perceived value of the product to the customer rather than the cost of the product.

    How to Measure: Use customer surveys and A/B tests to determine the maximum amount customers will pay for the value provided.

Hybrid Models
  1. Freemium: This model offers basic features for free while charging for premium features.
    How to Measure: Track the conversion rate of free users to paid users and the average lifetime value of a customer.

  2. Tiered Pricing: This model offers different “tiers” or “packages” with varying features at various price points.

    How to Measure: Monitor the popularity and profitability of each tier to determine which features are most valuable to customers.

Pro Tip: Use a combination of these models to create a pricing strategy that maximises profitability and customer satisfaction. For example, you could use a freemium model with elements of value-based pricing for premium features.

Measuring the Mechanism (M)

The mechanism is how you deliver the transformation to your customers. The mechanism can be fully built once you have sign-ups from early evangelists.

“The customer does not care if you use a pen or typewriter as long as the story is captivating.”

To measure its effectiveness:

  1. Customer Surveys: After delivering the transformation, survey your customers to gauge their satisfaction.

  2. Feedback Loops: Create feedback loops with your customers to continually improve the mechanism.

  3. Cost Analysis: Ensure that the mechanism is practical and cost-efficient.

  4. Note: Customers are generally happy if they receive the desired transformation at the agreed price.

Measuring the Access Channel (A)

The access channel is the medium you use to communicate your transformation to your target niche. Selecting the right access channel is crucial for profitability and scalability. The channel choice often depends on the ticket size of your product or service. For example, you would use something other than a sales team to sell $10 products.

Let’s break down “how” you can measure the effectiveness of “your” access channel. It’s important to use

To measure its effectiveness:

  1. Channel Identification: Identify all channels you can use to reach your target audience.

  2. Channel Testing: Run small campaigns on these channels to see the most effective ones.

  3. ROI Analysis: Measure the ROI of each channel to identify the most cost-effective one.

Traffic Channels

Figure 4 shows all of the different available traffic channels.

The Three Steps you can take to find Product-Market fit

Step 1 – First you need to ensure that the transformation your claiming resonates with your target audience. Run multiple cadences targeting your ideal decision-makers while testing different transformations to see which marketing message resonates the most.

Action Steps:

  1. Use, Apollo, Zoom info + Sales Navigator to build a list of 1000 decision makers. This can also be a mixture of influencers and decision makers

  2. Load them into an email marketing tool such as instantly or smartreach, or a Linkedin automation tool. B2B Growth provides an invite-only Linkedin automation tool that provides extremely good results. Send a message to and request for an invitation to Please include your Linkedin profile and website.

  3. Write 5 variations of BOFU messaging with a gentle follow up after 3 days.

    1. For Linkedin, you will want to take a “social selling” approach. Something casual along the lines of “Hey NAME great to connect. I see that you’re in the X space. If you ever need a free consultation on [biggest problem] and how you can achieve [biggest desire] feel free to reach out. We have helped companies achieve this for over a decade.

    2. Measure results and see which transformation has the highest market resonance. If the transformation is powerful enough you should see Exposure lead rates of over +1%+

Step 2 – Solve by profound discovery with your target prospect and exploring “hypothetical situations. Use the B2B Growth report method questions to understand your target audience deeply.

  1. Book 5-10 calls per week

  2. Go through the discovery call script

    1. Frame the call

    2. Ask for permission to ask a couple questions

    3. Test hypothetical situations

Step 3 – Close early evangelists by either providing a free version of the product/service. Conversely, you can take a small deposit and collect the remaining payment once you achieve the desired results or have delivered the product or service.

  1. Get early signatures and sign ups

  2. Offer free versions of the product. Don’t worry too much about the money at this stage. Focus on getting the successful use cases. They will be worth their weight in gold and will help you to acquire more customers

  3. Obtain 2+ successful use cases, and build full marketing machine (see B2B Growth Implementation accelerator process)

The Ultimate Goal

At the product-market fit stage, you aim to collect at least two case studies from within the same niche. Once you have ordered two successful case studies, this will provide enough marketing juice required to build a comprehensive sales and marketing funnel and ultimately a repeatable sales process.

Remember, if you have yet to have any previous case studies to prove that you can successfully deliver the transformation required for the economic buyer, it’s best to reduce their risk as much as possible.

To help acquire the first two case studies, try offering the product or service for payment upon successful results or a free trial.

The Best Method for Solving Product-Market Fit in 2023

Achieving Product Market Fit (PMF) doesn’t have to be a daunting task. With the right strategy and mindset, it can be straightforward. A common mistake companies make is allocating excessive sales resources to new markets or products. Founders often need to raise capital to install a salesperson or marketing function. And that’s because most founders need to possess sales skills.

However, the founder of the product or service should be the person to close the initial 1-3 customers. This is imperative because the founders know their product or service better. Initially, they realise the need to wear many hats in their company.

3 Options to Find Product Market Fit in 2023

There are three options for finding Product-Market Fit for your B2B SaaS, technology, or consulting company. We explore them below:

Option 1 - Hiring a salesperson or team

Hiring a salesperson or team is only recommended for launching brand-new businesses or offers if the salesperson knows more than the product owner.


  • The founder can delegate responsibility and pain to someone else.


  • Salespeople need to learn your product inside and out like you do. Product-market fit is a dynamic process that often requires thinking on your feet.

  • Salespeople deserve to earn commissions, only guaranteed if the product has a market fit.

  • This can be an expensive learning journey.

  • In our experience, if anybody other than the product owner does the initial closing during the PMF phases, they set themselves up for failure.

Option 2 - The Founder or Product owner handles the initial prospecting and closing

Hiring a salesperson or team is only recommended for launching brand-new businesses or offers if the salesperson knows more than the product owner.


  • This is recommended as the product market fit process is dynamic. It usually requires product owners to think on their own.

  • The product owner should know the product and problem better than anyone else.


  • Founders and Product owners likely need to become more experts in building sales and marketing machines.

  • Founders and Product owners may spend significant time playing “the guessing game,” or, in other words, throwing mud at the wall and hoping something sticks.

  • PMF can be stressful, especially if stakeholders or investors are concerned.

Option 3 - Work with B2B Growth for 12 - 15 Weeks

Hiring a salesperson or team is only recommended for launching brand-new businesses or offers if the salesperson knows more than the product owner.


  • B2B Growth brings 15 years of sales and marketing experience to find an ideal product-market fit.

  • Comprehensive step-by-step approach so you don’t need to play “the guessing game.”

  • 100% success rate in validating or disproving PMF.

  • One-time payment or available monthly fees.

  • Requires an upfront investment of $9k and promises to deliver results.


  • None

B2B Growth 4P Approach to solving for Product-market fit

With the B2B Growth (4P) approach, founders can generate leads by testing the (N) and (T) stages together. In layperson’s terms, this approach allows founders to network with many decision-makers and test different marketing messages automatically. And the best part is that it does not require prior sales experience.

You can break down the ProductProfits 4P approach into four stages:

  1. Pinpoint – Build a list of 2000 target decision makers in your target niche, psychographic, or demographic.

  2. Present – Create 5-10 different hypotheses or transformations and tune the messages to fit the channel. For example, if it’s LinkedIn, we will use our social selling scripts. If it’s email, then our email scripts, etc.

    “We help [niche] achieve [biggest desire] without [biggest obstacle or pain point.”

  3. Process – Load them into the B2B Growth PMF prospecting system. Social media should be the top prospecting channel for the PMF journey. After all, it provides higher deliverability and a more personalized touch than email.

  4. Parse – Analyze data by measuring connect/open rates (exposure) and favorable lead rates.

By implementing the B2B Growth Product Market Fit system, within 7-30 days, you can test your message-market resonance and validate your niche swiftly.

Once you find the message that resonates with the most people, you can start scheduling meetings and testing for Price, Mechanism, and Access Channel.

(N) — The group of people you’re targeting

(T) — The message that resonates most highly with your market (lead generation)

(P) — The price the niche is willing to pay for the transformation (sales calls)

(M) — Is your product going to provide the commercial value to justify investing?

(T) — Can you streamline your product or service to get higher leverage?

(A) — Do you generate enough leads that convert into sales to justify investing in this channel?

We have two options: do it yourself or do it with you.

Do It Yourself (DIY)

With an initial setup fee of just $2k and monthly maintenance payments of $200, we will install our automated prospecting system in your business.

We will give you all the tools, scripts, and training you need to test for product-market fit.

This is a more economical alternative to implementing an SDR. Since you don’t have to prospect yourself manually, it saves valuable time for the product owner or founder.

Automating the initial outreach streamlines the process and removes uncertainty among founders with little to no sales training.

This option best suits founders or product owners who want to maintain a hands-on approach and have limited cash.

Order the lead generation system now; we will install it in less than 24 hours.

Done With You (DWY)

With a one-time payment of $9k or $4k for three months, we will work with you for five months to help you find your place in the market. This expense works out to $1800 – $2000 per month, and we will provide you with a comprehensive solution.

You can expect:

  • 1 1 sessions

  • Sales calls and demo calls

  • 6-month free license to muscle crm

  • Complete sales and marketing system installation

Objectively, this is a more economical alternative to hiring salespeople or doing it alone.

Nevertheless, you can count on us to help you every step of the way.

We also provide clients a free 6-month license to our proprietary software at

It’s perfect for companies that want to move past traditional barriers and speed up the process.

Real-World Product Market Fit Case Studies

Last but not least – let’s take a look at unique case examples of solving for market-message resonance across Niche and Transformation Stages:

90 Day PMF Exercise

Figure 1 shows example of 90 day PMF excerise. Keyura Cloud is a software company who offer tracking solutions to the logistics sector. Across 90 Days, reached out to over 4200+ companies, resulting in 100 leads and 25 demos. The Lead to Demo rate is a moderate 25% which is acceptable during the PMF phases. 25 demos for a new offer is a healthy result and will enable any company enough juice to prove/disprove PMF. View full case study

Exposure Lad Rate i November

Figure 2 shows a real-life example from, a private network b2b social media platform. Here we see that of testing the exposure lead rate of 3.76% in November from decision makers exposed to the transformation. 3.76% can be considered a healthy exposure rate.

Exposure Lead Rate Increase

Figure 3 shows the exposure lead rate increasing to 5.65% as we refine our messages. When the exposure lead rate is healthy and leads are attending demo calls, it’s important for the founders or product owners to take these calls and close deals. If the founder is unable to close their own deals, then this means they likely do not have product-market fit.

To receive installation of our automated Product-Market Fit Sales system, order now at


Product-market fit is more than just a buzzword — it’s a foundational concept that can make or break a business. You can look at it as the first significant milestone before developing your product. The focus of founders should always be to sell before they build anything. Founders should understand its significance, accurately measure its value, and strategically work toward the steps to achieve it. This is how companies can achieve sustainable success in the market.

FAQ Section: Understanding Product-Market Fit for Your SaaS, Consulting, or Technology Business

What is Product-Market Fit (PMF)?

Product-market fit can be described as a product or service that effectively addresses the underserved needs of a market in a manner that can sustain growth and profitability. It’s the alignment of the product with the needs and desires of a specific market segment.

What are the critical elements of Product-Market Fit?

The five main elements are Niche (N), Transformation/Claim (T), Price (P), Mechanism (M), and Access Channel (A).

Why do many companies need help with achieving PMF?

Many companies, especially SaaS founders and tech entrepreneurs, often focus on one or two elements of PMF but neglect the others. This can lead to a need for more profitability and scalability. Additionally, many still need to follow the traditional Product Development Model, which may not prioritize market validation.

What is the difference between the Product Development and Customer Development Model?

The Product Development Model emphasizes building the product based on assumptions and then trying to find its market. In contrast, the Customer Development Model focuses on validating the market need before investing heavily in product development.

Why is the Product Development Model considered outdated or less adequate?

The Product Development Model can lead to significant resource investment without market validation. This can result in products that don’t meet market needs or have no market.

How should one approach product development to ensure PMF?

One should prioritize market validation, which involves understanding the target audience’s needs, validating the product concept with potential users, and ensuring a willingness to pay for the solution. Only after this validation should one proceed with full-scale product development.

What role does pricing play in PMF?

Pricing is a crucial element of PMF. It determines the product’s perceived value in the eyes of the target audience and whether they see it as a worthwhile investment.

How can businesses pivot if they realize they have not achieved PMF after a product launch?

Businesses can seek user feedback, understand the gaps in their product, and make necessary adjustments. They might need to refine their product, adjust their pricing, or even target a different market segment.

Why is the Customer Development Model considered more effective for achieving PMF?

The Customer Development Model emphasizes understanding and validating the market’s needs first. This approach reduces the risk of developing products that don’t resonate with the target audience and ensures that resources are invested wisely.

What are the stages a B2B business must go through to grow?

The stages include:

  • Finding Product Market Fit.

  • Solving for Lead Generation.

  • Addressing Demand Generation.

  • Scaling sales through paid traffic strategies.

What are the stages a B2B business must go through to grow?

Effectiveness can be measured by identifying potential channels, testing their efficacy through small campaigns, and analyzing the ROI of each channel.

What are the options for finding Product Market Fit in 2023?

The three main options are:

  • Hiring a salesperson or team.

  • Having the founder or product owner handle initial prospecting and closing.

  • Collaborating with

  • B2B Growth for a comprehensive approach over 12-15 weeks.

How does the B2B Growth 4P approach work?

The B2B Growth 4P approach involves four stages:

  • Pinpoint: Identify 2000 target decision-makers in your niche.

  • Present: Develop and test different messages or transformations tailored to the chosen channel.

  • Process: Use the B2B Growth PMF prospecting system, with social media as a primary channel.

  • Parse: Analyze data, measuring metrics like exposure and positive lead rates.

What are the benefits of achieving product-market fit?
  • Validation: Proving that your product addresses a genuine market need.

  • Sustainable Growth: Businesses can confidently scale and grow once PMF is achieved.

  • Investor Confidence: Demonstrated PMF can attract and reassure investors.

  • Strategic Focus: With PMF, resources can be efficiently allocated to scaling and expansion.

How does pricing impact product-market fit?

Pricing is crucial as it reflects the product’s perceived value to the customer. It’s essential to understand your value and set a price the target niche is willing to pay. Different pricing models, like probabilistic and deterministic, can be tested to find the optimal price point.

What is the significance of the mechanism in product-market fit?

The mechanism refers to how the transformation (or solution) is delivered to customers. Ensuring that the mechanism is effective, cost-efficient, and aligned with the promised transformation is essential.

Why is the founder's involvement crucial in the early stages of finding product-market fit?

Founders or product owners have an in-depth understanding of their product. Their direct involvement in the initial stages ensures that the product’s nuances are communicated effectively, and they can adapt dynamically to feedback, ensuring a better chance of achieving PMF.

How do different types of innovation impact product development and market fit?

Innovations in video, automation, hardware, or any other domain shape how products are developed and fit into the market. Understanding the type of innovation a product represents helps align it with the right audience and market need

What services do B2B Growth offer to help businesses achieve product-market fit?

B2B Growth offers two primary services:

  • Do It Yourself: An automated prospecting system installation with tools, scripts, and training.

  • Done With You: A comprehensive 5-month collaboration that includes one-on-one sessions, sales calls, a 6-month free license to Muscle CRM, and a complete sales and marketing system installation.

How do you measure the effectiveness of the access channel in product-market fit?

Measuring the access channel involves:

  • Channel Identification: Recognizing all potential channels to reach the target audience.

  • Channel Testing: Running small campaigns to determine the most effective channels.

  • ROI Analysis: Evaluate the return on investment for each channel to identify the most cost-effective ones.

What steps can a business take to solve product-market fit?

Steps include:

  1. Lead Generation: Ensure your advertising transformation resonates with your target audience.

  2. Deep Discovery: Engage deeply with your target prospects and explore hypothetical situations.

  3. Engage Early Evangelists: Offer a free version or take a small deposit, collecting the remaining payment upon achieving desired results or product delivery.