Filters
The GTM Strategy Behind HubSpot and Salesforce’s Growth
Every business faces moments of strategic uncertainty.
At GTM Partners, we’ve worked with hundreds of companies—startups, midmarket leaders, and enterprises—who struggle with the same critical question:
Where should we invest next to drive sustainable growth?
Should we launch a new product?
Enter a new vertical?
Expand globally?
These decisions often spark endless debates about company strategy, product development, and go-to-market investments.
But without a clear framework, businesses risk spreading themselves too thin, chasing unproven opportunities, or misallocating resources.
The Market Investment Map, part of the GTM Operating System, is designed to cut through this confusion and clarify the next best move.
Let’s dive into how it works with real-world examples from HubSpot and Salesforce.
What Is the Market Investment Map?
The Market Investment Map is a structured framework for aligning your company’s segments and product offerings. By mapping these together, businesses can clearly see where their value aligns with customer needs—and where it doesn’t.
For each segment-product intersection, you assign a score:
1: Limited value; most buyers are unlikely to adopt.
3: Some value; adoption is possible, but retention may be an issue.
5: High value; customers love it and can’t imagine operating without it.
This scoring helps identify where to focus efforts, whether it’s optimizing a product for a segment or pulling back from mismatched markets.
Case Study 1: HubSpot’s Transformation with the Market Investment Map
In 2012, HubSpot was struggling despite its innovative inbound marketing tools. Churn was high (65% gross retention), and growth had stalled at $15 million in annual revenue. They needed a breakthrough.
Identifying the Problem
HubSpot served two key segments:
Ollie Owners: Small business owners like florists and car dealerships.
Mary Marketers: B2B and B2C businesses with dedicated marketing teams.
Their products, like SEO tools and blogging features, were moderately appealing (scoring a 3). However, churn plagued both segments.
Then came a turning point: HubSpot introduced a lead form integration with Salesforce.
For Mary Marketers, this feature scored a 5—it was a game-changer.
For Ollie Owners, it scored a 1—they didn’t understand or need it.
The Pivot
HubSpot doubled down on Mary Marketers, tailoring their tools to this segment’s needs with features like marketing automation and lead scoring. They also introduced outbound sales and partner-led motions to complement their inbound strategy.
The Results
The focused strategy paid off. In just four years, HubSpot grew from $15 million to $270 million, and by 2022, surpassed $2 billion in revenue with over 100% net revenue retention.
Case Study 2: Salesforce’s Expansion with Strategic Focus
Salesforce offers another powerful example of disciplined decision-making using a market investment approach. Early in its journey, Salesforce focused on SMBs and mid-market companies with its CRM.
Deliberate Segment Expansion
For 10 years, Salesforce resisted the temptation to expand into international markets or add new products. Instead, it focused on optimizing its CRM for SMBs, where it consistently scored a 5 in value.
When Salesforce finally entered the enterprise market, it faced resistance. Large companies needed more customization and flexibility. Salesforce responded by introducing Developer Cloud, turning enterprise scores from 1s to 5s and unlocking a massive new segment.
The Power of Acquisition
To further expand into B2C, Salesforce acquired ExactTarget, gaining a robust marketing cloud. This move also bolstered their SMB offering with Pardot, improving adoption across segments and driving deeper penetration.
5 Steps to Smarter Market Expansion: This is How You Build Your Market Investment Map
List Your Segments:
Start with your current best-performing segments and any future ones you’re considering.List Your Offerings:
Include all products, features, or capabilities you bring to market.Score the Intersections:
Leave blank if there’s no value.
Score 1 for limited value, 3 for moderate value (but high churn), and 5 for essential value.
Analyze the Patterns:
Look for clusters of 5s and focus your resources there. For intersections with 3s, decide whether to optimize the offering or exit the segment.Plan Your Next Move:
Use this map to guide decisions on product development, market expansion, and sales motions. Avoid spreading resources thin; instead, concentrate on where you can deliver the most value.
The Market Investment Map provides clarity in decision-making, helping businesses focus on the right segments and products.
Whether you’re an SMB like HubSpot scaling to $2 billion or an enterprise like Salesforce expanding into new markets or a $5M business navigating GTM, this tool helps align investments with customer needs.
The next time you’re debating your company’s strategic moves, let the Market Investment Map guide you.
Focused growth isn’t about doing everything—it’s about doing the right things in the right order.
Access the Market Investment Map course in GTM University to learn how to implement it in your company.
BONUS: You’ll get access to all 8 pillars of the GTM O.S. (or you can jump right to this specific course).
We’d love to hear what you think of GTM University so far! Drop us a line at analyst@gtmpartners.com and tell us about your experience!
Here’s a quote from Geoffrey Moore that might inspire you today from our last conversation:
“It’s hard to imagine a CEO who doesn’t care about go-to-market—because in a customer-led world, GTM is the strategy.” — Geoffrey Moore
Love,
Bryan and Sangram
