Navigating the Evolving B2B SaaS Landscape with Godard Abel

In this episode James Kaikis speaks with Godard Abel, CEO of G2, about navigating the shifting B2B SaaS landscape. Drawing from his experience founding Big Machines, SteelBrick, and G2, Godard shares lessons on staying ahead of industry trends and building enduring companies. The conversation highlights key shifts in SaaS, including the trend toward consolidation, the rise of AI-powered agents, and evolving buyer expectations. Godard explains how AI is transforming software discovery and buyer-seller interactions by improving qualification, personalization, and efficiency.  Hear Godard reflect on lessons learned from decades in SaaS, including navigating downturns and scaling during growth cycles. He offers practical advice for GTM leaders on adapting to buyer demands and leveraging AI to streamline workflows while preserving human connection. Key Takeaways: How consolidation and integration are reshaping the SaaS ecosystem. How AI agents are driving efficiency in software buying and selling. The importance of clean data and personalization in today’s SaaS environment. You don’t want to miss Godard’s insights on: (08:45) Key SaaS trends: Consolidation and evolving buyer expectations (15:20) How AI-powered agents are transforming software discovery (22:30) Lessons learned from navigating SaaS downturns and growth cycles Follow Godard on LinkedIn: https://www.linkedin.com/in/godardabel/ More from The New GTM Playbook Watch more episodes at: https://www.testbox.com/gtm Subscribe to the newsletter: https://www.testbox.com/subscribe Follow James on LinkedIn: https://www.linkedin.com/in/jameskaikis/