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A Roadmap for Success in B2B Fintech Go-To-Market Strategy

The fintech industry is on an explosive growth trajectory, set to reach $1.5 trillion globally by 2030. While the initial wave of fintech companies focused on direct-to-consumer (D2C) strategies, a significant shift has been underway. Business-to-business (B2B) fintech companies are now emerging as key players in the industry, attracting attention and investment. These B2B fintech firms enable other companies to create and sell financial products, driving the industry forward.

This blog post aims to provide a practical roadmap for fintech founders, irrespective of their business stage, to successfully launch and scale their B2B fintech products. We will explore key questions and strategies, helping you navigate the dynamic landscape of the B2B fintech world.

Understanding Your Current Position

Before embarking on your journey, it's crucial to assess your current position in the go-to-market (GTM) process. Answering a series of key questions can help determine your business stage and provide a starting point for building an impactful GTM strategy.

  1. Product-Market Fit: Are you experiencing a pull from the market, or are you actively reaching out to potential customers? The gravitational pull of product-market fit is a key indicator of success.

  2. Buyer: Do you have a clear understanding of your ideal customer and the role of the decision-maker in the buying process? Knowing your customer is essential.

  3. Sales Cycle: Are you primarily selling outbound, or are customers coming to you? Understanding the sales cycle and the number of touches required to close a deal is crucial.

  4. Sales Volume: What is your sales volume, and is it a high-volume or low-volume game? Recognizing your volume helps shape your strategy.

  5. Unit Economics: Do you understand your unit economics and payback period? Clear economic insights are vital.

  6. Product Roadmap: How well-defined is your product roadmap for the next 12 months? A clear roadmap ensures you're on the right track.

  7. Customer Support: How do you handle customer issues, and are they typically solvable? Effective customer support is a cornerstone of success.

  8. Scale: Have you reached your capacity for sales and support, or is there room for growth?

Identifying Your Stage

Based on your answers to these questions, you'll likely fall into one of three categories:

1. Pre-Product-Market Fit (Pre-Seed, Seed): At this stage, you're still exploring your core customer and have much to learn about your product and market.

2. Initial Product-Market Fit (Seed, Series A): You've identified your core customer, but you need to develop sales and customer support resources.

3. Scaling & Maintaining (Series A+): Congratulations! You've found product-market fit and are expanding into new markets, facing new challenges.

Specialization for Growth

As your business evolves, specialization becomes essential to enhance focus and efficiency.

Sales Specialization:

  • Pipeline Composition: Adjust the ratio of sales development representatives (SDRs) to account executives (AEs) based on your sales pipeline breadth.

  • Customer Verticals: Consider assigning sales teams to specific customer verticals when necessary.

  • Segments: Tailor your strategy for enterprise customers versus startups.

  • Geographic: Divide your teams by geographic territory for larger, mature sales teams.

Customer Lifecycle Specialization:

  • Customer Onboarding (Months 0-3): Focus on implementing the solution and helping customers start using your service effectively.

  • Customer Success (Months 3-12): Support early product use once the technology has stabilized.

  • Customer Support (Months 12+): Maintain relationships and explore opportunities for upselling.

Goals, Incentives, and Compensation:

Adapt goals and incentives to align with specialized teams. Sales teams focus on new customer acquisition, while customer success teams emphasize expanding within existing accounts and ensuring high retention rates.

Efficiency Tools:

Invest in processes and tools to maximize revenue operation efficiency, including documenting lead flow, playbooks, SLAs, and pipeline management tools.


The journey to achieving product-market fit in the B2B fintech world is filled with complexities and unforeseen challenges. It's essential to remain flexible and adaptable to changing circumstances. As you navigate this exciting and rapidly evolving landscape, remember that success in B2B fintech often depends on your ability to enable innovation, understand your customers' needs, and remain open to refining your approach based on their feedback.

At Financial tech Sweden (FTS), we've been privileged to support several B2B companies on their successful journey in the fintech world. As we move into 2024, we're excited about the opportunities to help more companies achieve their goals. Whether you're just starting or already well on your way, our roadmap can guide you toward a successful B2B fintech go-to-market strategy. Embrace the challenges, seize the opportunities, and pave your way to fintech success with FTS by your side.

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