B2B SaaS Marketing Mistake #4: Not Setting Clear Goals

Don't build a company that doesn't align with your vision

Hey there,

Welcome to the series on “5 Fatal B2B SaaS Marketing Mistakes“. If you missed part 3, you can read that here.

Today we're talking about—

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MISTAKE #4: NOT SETTING CLEAR GOALS

Many founders launch without clear goals, only to discover later they've built something that doesn't align with their vision.

Goals help you do three things:

• They give you a target to measure against

• They filter which opportunities are worth pursuing

• They tell you what NOT to do

Here's an example—

Let's say your goal is to build a business reaching $20k MRR with 40 hours of work per month.

With this goal you can target niches too small for VC-backed competitors. You can charge more to fewer customers. You can ignore opportunities that demand 60-hour weeks.

On the other side, let's say your goal is to build a unicorn reaching $200M ARR.

You will probably need tens of thousands of customers. You will need to target large markets. You will need to hire employees and build systems that scale.

Without clear goals from the outset, you might build a business you hate or one that can't fundamentally support your dreams.

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SO WHAT'S THE FIX?

Set clear revenue goals with hard numbers. Revenue is your north star—it proves customers are willing to pay for your your product.

They should:

• Include specific targets (MRR/ARR)

• Have clear timeframes

• Define your time commitment

• Stretch beyond what feels comfortable

For example: "$25K MRR from 50 customers at $500 per month within 12 months, working 20 hours per week."

These goals help constrain your key business decisions: Goals → Market → Strategy → Product → Messaging → Price

Without specific goals, you risk doing what everyone else is doing rather than what you want to be doing.

Before pursuing any opportunity, simply ask: "Does this align with my goals?"

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ACTIONS:

1. Define your ideal work commitment (hours per week)

2. Decide if you're building to exit (and at what valuation)

3. Write down your 1/3/5/10-year revenue goals

4. Validate that your market can support these goals

5. Reject opportunities that don't align with your goals

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NEXT TIME:

The final mistake that kills customer acquisition — bad strategy.

Until next time,
JP