Most B2B SaaS companies have strong products that stall. Not because they lack innovation, but because the path to demand, conversion, and growth is unclear.
Andreea Cojocariu is a fractional Chief Marketing Officer who specializes in B2B SaaS marketing—specifically helping startups and small businesses build go-to-market engines. With 18+ years in global B2B SaaS, she’s driven 5x MRR by building repeatable revenue systems. In this post, hear from Andrea as she shares her learnings and advice.
Go-to-market: How to Double MRR in Months
Most B2B SaaS companies take 12-18 months to double monthly recurring revenue. Andreea doubled TestFit’s MRR within months by building a revenue framework. Here’s exactly what was missing:
“TestFit had product market fit already and they did a wonderful job with branding,” she explains. “So when I got there I noticed that a few things were missing.”
What she built: “I was able to take the good brand that they’ve already built and really build that go-to-market framework, that revenue framework, which consists of bringing together sales, bringing together marketing, bringing together customer success and product and be able to truly unify how the team works.”
The critical missing pieces: “There was no product marketing function when I first got there. There was no demand generation except through maybe some campaigns. So I introduced both together.”
The product marketing framework clarified:
- Who we were marketing to
- What the problems were
- Those critical issues that we were solving better than anyone else
- Why it mattered in the buyer journey
“We really did sit down and identify who our market was.” Andreea says. “We had about 3 different audiences that we were targeting, and then built out the buyer journey, and then product marketing and demand gen ran with it.”
This is the power of a unified go-to-market framework: when all teams work toward the same buyer outcomes, revenue growth accelerates.
Why AI Hype Isn’t Winning Enterprise Deals
Enterprise buyers are skeptical of AI products—and for good reason.
“The reality is that founders are so close to their product and so close to the magic of AI that they have these super overinflated egos,” Andreea explains. “But the thing is that anything that’s powered by AI doesn’t mean that it’s worth spending enterprise level dollars on.”
The fatal mistake most B2B SaaS companies make: Leading with the technology instead of the critical issues that AI solves for their ICP.
“Enterprise-level buyers are naturally skeptical, and most of them are already looking to pare down their tech stack, not add to it,” she says. “So what companies get wrong is leading with the technology instead of those critical issues that AI solves for their ICP.”
If your AI product introduces another workflow, another dashboard, or another decision, you’re creating noise instead of demand. The AI offerings that actually scale solve meaningful problems.
Andreea’s advice: “Really truly knowing your ICP and what critical issues and problems you’re solving for will get you further and get you those enterprise level deals instead of just flatlining.”
It’s about their problems, not your tech.
Stop Fighting Silos to Win at Buyer Alignment
Most B2B SaaS companies think their teams are aligned because they all work for the same company and share a genuine love of the product or service.
Andreea reveals the truth: “They are all in their own little worlds working. And what happens is that they’re working on different problems.”
The first thing Andreea unifies when she enters a new company: The buyer. Not the product roadmap. Not the sales quota. The ICP.
“Until we unify who the buyer is, what the problems that matter most that we’re solving, and where they are, teams end up working in different places and get different outcomes,” she explains.
This misalignment is costing B2B SaaS companies revenue every single day. Teams optimize for different metrics, target different segments, and measure success differently—all while thinking they’re aligned.
The fix: “Bringing them together and focusing on the buyer.”
When Product, Sales, and Marketing work toward the same buyer outcomes, revenue alignment follows naturally. But it starts with unifying around who you’re serving and what problems matter most to them.
The Number 1 Tech Founder Mistake
The most common mistake tech founders make in B2B SaaS marketing: they think they know their ICP, but they haven’t tested it.
“Just because it’s in their head doesn’t mean it’s accurate,” Andreea says. “And it doesn’t mean it’s actually scalable.”
Founder-led growth works beautifully in the early stages. But when founders start growing their teams without documented ICPs, everything breaks.
“When a founder is growing they don’t really go through the process of testing,” she explains. “I just did this exercise with a couple of founders, and they told me who their ICP was, but then when I dug deeper, I came up with a whole different list.”
Andreea’s ICP documentation process:
Complete an exercise to define product-market fit, identify the ICP, and test the messaging. When you do that testing, you figure out not only who they are and who everyone in that buying committee is, but what critical problems they need solved.
Without this foundation, you’re building on sand.
B2B SaaS: How to Achieve Product-Market Fit
Most B2B SaaS founders think product-market fit means people like their product.
Andreea corrects this misunderstanding: “Product market fit isn’t really about whether or not people like the product. It’s whether or not they want to buy it, renew, and then advocate for it.”
Why strong B2B SaaS products stall: “Founders are really close to their product obviously but they don’t go through the process of actually testing whether or not it’s actually going to work, especially with founder-led growth.”
The misdiagnosis is predictable. “They misdiagnose it because they think it’s a marketing or messaging issue. But the reality is that they didn’t do the work to identify who their ICP is so that way they can then test the messaging.”
Andreea’s advice for achieving true product-market fit: “Start listening. You can listen for free. You can search for whatever you think the problem is on social or wherever. And then you see what people are actually saying about it.”
Often, what founders think the problem is isn’t actually the problem at all. “It’s sort of a shadow problem that you have to dig and do market research for.”
You can’t achieve product-market fit by guessing. You have to test your way there.
Tech founders: This is why your pitch demo or deck isn’t working
Technical founders love talking about features, product architecture, and the deep tech behind their B2B SaaS products. But if your pitch turns into a technical walkthrough, you’ve already lost the buyer.
Andreea’s positioning test: “What problem does your product solve, and who feels that problem so strongly that they want to make that purchase right now?”
“If that turns into a walkthrough or a demo or a technical explanation, they’ve already lost me,” she says. “I want a one or 2 sentence answer, an elevator pitch. Less than an elevator pitch. And if they can’t explain it in one or 2 sentences, then they’ve already lost their buyer.”
Enterprise buyers don’t care about your technology stack. They care about outcomes.
“So that’s how we define positioning is by simplifying your messaging.”
If you can’t translate your complex B2B SaaS product into clear buyer value in under 30 seconds, your messaging isn’t ready.
About Andreea Cojocariu
Andreea is a fractional Chief Marketing Officer who builds repeatable go-to-market engines for B2B SaaS companies where strong products have stalled. Her superpower: building revenue systems that turn complex B2B SaaS products into clear buyer value and predictable growth.
Industries: B2B SaaS, Technology, Cloud Communications, Enterprise Software
Specialties: B2B SaaS marketing, GTM strategy, product marketing, demand generation, revenue operations, positioning, product launches, SaaS GTM
Andreea specializes in startups and small businesses at critical growth inflection points. She’s known for blending creativity with analytical rigor—going deep on data, asking better questions, mentoring teams with empathy, and operating with intention.
She partners best with B2B SaaS organizations looking to sharpen strategy, unify Product, Sales, and Marketing, and build durable revenue engines.
Ready to Build Your B2B SaaS Revenue Engine?
If your product is strong but growth has stalled, Andreea can help you build the go-to-market systems that connect what you build to how markets buy. Learn how we work.
Next Steps: Schedule a brief intro call to share your goals and challenges. https://scheduler.zoom.us/corinne-cavanaugh/exploratory-w-corinne
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