How to create a strong Go-to-Market strategy - Per Åkerberg (Voyado)

January 9, 2024

In the dynamic world of B2B SaaS, formulating an effective Go-to-Market (GTM) strategy is pivotal. Per Åkerberg, the CEO of Voyado, shared several valuable insights when he was a guest in B2B SaaS CEOs podcast.

Understanding the Market Landscape

Åkerberg begins by expressing admiration for the Swedish SaaS market, known for its innovation and hardworking professionals. He underscores Sweden's strong reputation in the global SaaS community, attracting significant investments and fostering growth. This appreciation for the market landscape sets the tone for understanding the environment in which your GTM strategy operates.

Embracing Diversity and Inclusion

A significant aspect of Voyado's success under Åkerberg's leadership is the emphasis on diversity and inclusion, especially in tech. He talks about initiatives like encouraging female high school students to pursue programming, reflecting the importance of fostering a diverse talent pool in building a sustainable GTM strategy.

Key Elements of a Strong GTM Strategy

  1. Defined Ideal Customer Profile (ICP): Åkerberg stresses the importance of having a well-defined ICP. Understanding where your SaaS services excel and sticking to these strengths is crucial. He advises against being swayed by customers outside your ICP requiring customization, as it may lead to complications down the line.
  2. Rapid and Efficient Onboarding: The packaging of your product, including pre-built integrations and a clear onboarding portal, can significantly impact customer satisfaction. A smooth onboarding process is key to a successful GTM strategy.
  3. Proactive Use of Data: Utilizing data proactively, especially in a multi-tenant environment, is vital. Generating KPI reports and reaching out to customers who are not fully leveraging your product can enhance product usage and customer satisfaction.

Leadership in Go-to-Market Strategy

His discussion on leadership provides a nuanced view of driving a successful GTM strategy. He emphasizes aligning the entire team towards common goals and celebrating successes together. His approach combines goal-oriented rigor with a warm, people-focused culture, which he believes is essential for sustained growth and success.

Future Aspirations

Looking ahead, Åkerberg envisions Voyado growing significantly, with a larger presence outside Scandinavia and possibly expanding into North America. This forward-looking perspective is a crucial component of any GTM strategy, as it prepares the company for future challenges and opportunities.


His insights present a multi-faceted approach to developing a GTM strategy. It involves understanding the market, emphasizing diversity, focusing on customer needs, leveraging data, and fostering a strong, aligned team. These elements, combined with forward-thinking leadership, are the keystones for crafting a winning GTM strategy in the competitive world of B2B SaaS.


Listen to the whole interview with Per Åkerberg - CEO at Voyado - in B2B SaaS CEOs podcast where Per and Josef discussed How to create a strong Go-to-Market strategy, his biggest mistakes, business development, leadership, and much more.

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