Product-market fit (PMF) means you've carved out a defendable position in a market you can clearly define. You've got loyal customers within your ideal customer profile (ICP) who actively use your product, love it, and tell others about it. They're not just customers, they're nowengaged advocates.
Still, many founders overestimate how far along they are. A few early adopters, a slick MVP, and a handful of sales don’t guarantee PMF. Before you scale, fundraise, or hire, you need real signals that your product resonates, delivers consistent value, and earns advocacy.
But most SaaS founders think they have product-market fit before they really do. PMF is more than a few curious users, it’s when your product repeatedly delivers value, creates loyalty, and drives referrals.
You have a quality product, you’ve confirmed interest in the market, but at what point have you really hit product-market fit (PMF)?
Understanding your growth stage is crucial for developing the right go-to-market strategy for your B2B SaaS business, it’s also something CEOs and founders often get wrong.
Many assume they’ve reached PMF sooner than they actually have. Considering the array of definitions you’ll find after a quick Google search, it’s understandable why that’s the case.
It’s easy to think that once you’ve built up your initial audience of customers, you’ve proven your market fit and reached the next growth level. However, there’s a large distinction between your first few customers who might be curious about trying something new vs. customers who pay, stay, and advocate for your service.
It’s important to understand when you’ve truly reached PMF. Reaching PMF can be an indication that it’s time to pour fuel on the fire by:
Before putting all your chips on the table, you must confirm that you have the product and the audience to do so confidently.
These 10 milestones will help you confirm whether you're ready to scale with confidence:
Hear more on identifying PMF in episode 45 of the B2B SaaS Marketing Snacks podcast, where Mike Northfield and I take a deep dive into this topic:
Because the line between your initial MVP audience and your PMF audience of engaged advocates can be gray, use this list of 10 checkpoints to measure how close your company is to PMF and what areas you need to focus on to get there.
These 10 milestones are grouped into 3 stages. Use them as a diagnostic tool to assess where you are today and what to prioritize next.
Ten visitors found your website organically (without direct outreach or paid channels). These are real people searching for solutions to their problems and finding you. It’s a sign you’re solving a pain worth searching for.
For this milestone, you’ll need to have web pages ranking for 10 non-branded keywords within the first page (top 10) results. Furthermore, each of these keywords should collect at least 10 monthly searches.
If you’re hitting this checkpoint, it means a number of things:
If you’re struggling to pick up traffic for the keywords you’re most interested in ranking for, or are simply not sure which search terms you should be focusing on, check out our “Beginner's guide to B2B SaaS SEO content.”
The best way to build search authority is by publishing high-quality and relevant content for your audience. Consider what they would be searching for and what knowledge you can offer them. For more on creating valuable, ranking content, see these related resources from our library:
You’re beginning to build a genuine community—an audience that is curious about you and wants to learn more and hear from you. For this checkpoint, you’ll need 10 people who have willingly granted permission for you to stay in touch.
These contacts may have…
These aren’t just 10 of your friends or family members either; they are subscribers who fit in your ICP and would have an interest in your offering.
Now transitioning from people who are passively interested to actively engaged, hand-raisers are individuals who have expressed an interest in your product. These prospects or marketing qualified leads (MQLs) have willingly filled out a form or requested a conversation or demo regarding their needs. This interaction signals a deeper level of interest and potential conversion.
These contacts may have…
10 active users of your product or service. This means that you’ve built an audience who are more than curious about your service—they actually use the product. They are investing their time to explore your solution. Tracking logins, purchases, and user data can help you measure this.
Now that you’ve gotten your first set of users, you need to get them to keep coming back. User retention is a crucial indicator of product satisfaction.
Having 10 repeat users signifies that your product/service has not only attracted initial users but has also managed to create enough value that they return for more. 10 people have recognized they have an important problem to solve and that you have a good solution.
This metric, measured at least a week after their initial sign-up, shows that you provide real value with your offering that people are willing to stick around for.
This indicator looks at how many people actively share and evangelize your product. If more and more of your users are getting enough value out of your offering to become advocates for it, that’s a great signal for PMF.
These sharers (or referrers) are extremely valuable for your sales and marketing as they can often also help you build your first pieces of social proof in—customer testimonials and case studies (we believe testimonials are the most valuable content you can have).
Connect with your audience, ask them to share, and set up partnership or referral programs to boost this metric.
The transition from users to paying customers is pivotal in confirming PMF. You’ve found people who not only find value in your product but are also willing to invest their money in it.
Your number of customers is a fundamental metric that directly shows the market's willingness to pay for your service.
Testimonials are one of the most powerful marketing assets in your toolbelt. They not only provide external validation for you but can be shared among your audience as social proof.
Building your library of quotes and written and video testimonials should be a primary focus for your marketing and customer service teams as you try to cross the gap between MVP and PMF.
Though they may not make your testimonials page, negative feedback is often just as valuable as positive feedback during this period. Interview any customers who are willing and use those insights to improve your product and positioning.
You may not know what parts of your messaging are most impactful for your audience until you talk with them.
Use our “24 customer testimonial interview question examples” when leading your own interviews.
Referrals are a testament to customer satisfaction and loyalty. Achieving 10 new customers who have signed up after being referred by existing customers is a clear indication that your product not only meets expectations but exceeds them.
Implementing a formal referral program with tracking codes can help establish and measure this key performance indicator (KPI), providing insights into the strength of your customer community.
If you’ve checked most of these boxes, congratulations, you’re likely on solid PMF footing. Now it's time to scale with intention:
This is where many founders look to hire internally but that process takes time and risk. Partnering with a B2B SaaS marketing agency like Kalungi gives you:
Curious if you're ready to scale? Learn how Kalungi helps B2B SaaS companies go from PMF to predictable pipeline. Book a free discovery call here.
Stijn is Kalungi's co-founder and board member. He is a serial SaaS marketing executive and has over 30 years of experience working in software marketing. He is co-author of the T2D3 book and masterclass that helps startups drive exponential growth.
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