A9 · Research syntheses · 6 syntheses

GTM Research Syntheses

6 research syntheses — what the studies actually say about buyer-state, PLG, retention, PMF, and attribution. Each rates the quality of the evidence.
A9 · Syntheses Last updated 2026-06-18
A9 · Synthesis · Directional
The Evidence for the 95-5 Rule

The 95-5 rule claims that 95% of B2B buyers are not actively evaluating vendors at any given moment. We review the acade…

6 sources reviewed →
 A9 · Synthesis · Directional
What Actually Predicts Retention and NRR in B2B SaaS

Net Revenue Retention is the most powerful SaaS growth lever — but what actually drives it? We synthesize research acros…

5 sources reviewed →
 A9 · Synthesis · Directional
What the Research Actually Says About Product-Market Fit

Product-market fit is the most-cited and least-defined concept in startup GTM. We synthesize research across academic en…

6 sources reviewed →
 A9 · Synthesis · Directional
PLG Benchmarks: What the Data Actually Shows

Product-led growth benchmarks are widely cited but rarely sourced. We review the actual underlying data on free-to-paid …

5 sources reviewed →
 A9 · Synthesis · Established
B2B Buying Behavior: Research Synthesis

How do B2B buyers actually make decisions? We synthesize research from Gartner, CEB/Challenger, Forrester, and academic …

5 sources reviewed →
 A9 · Synthesis · Directional
CAC by Channel: What the Data Shows

Customer acquisition cost varies by channel by 5-20x, but most published benchmarks are vendor-reported or sample-biased…

5 sources reviewed →