In this episode of Truth, Lies & B2B Growth, Craig Taylor sits down with Dave Boyce, a SaaS builder, go-to-market (GTM) operator and long-time PLG advocate. Dave is also the author of Freemium. Together they unpack why SaaS has been forced to modernise GTM faster, and what B2B service firms selling complex deals can steal, adapt and apply right now.
Dave’s core point is that we are back at “square zero” as AI reshapes how buyers discover, evaluate and make decisions. Self-serve expectations keep rising, even when the sale is complex and multi-stakeholder. That creates a new standard for speed, clarity, and proof long before a sales conversation.
The practical takeaway is not “do more content.” It is to build a measurable GTM system. Dave explains why you need instrumentation and a clear data model across the full Bow-Tie, from first engagement through to impact, renewal, expansion and advocacy. Once you can see how buyers and customers move, you can run focused experiments, double down on what works, and retire what does not.
He also shares a useful lens from a private equity conversation: the need for a “Chief Figure It Out Officer.” In other words, drop the arrogance, stay curious, and design the new playbook faster than competitors.
Things to look out for:

• Why SaaS is ahead on modern GTM, and what is transferable to B2B complex sales
• “Square zero” and how AI is changing discovery and decisioning
• Self-serve in complex sales, what it really means in practice
• The Bow-Tie model, and why post-sale is now a growth engine
• Instrumentation and a GTM data model so experiments are measurable
• How to run smarter tests, double down, and kill what is not working
• Where authority now comes from, including third-party proof
• “Generosity” that converts, using diagnostics, frameworks, and models
• Advocacy loops that turn customers into pipeline
• What to copy from SaaS, and what to ignore in complex B2B services