How Bigger ACVs Are Bringing Direct Sales Back To Vertical AI
Distribution in the Vertical AI Era & Some Channels That Work
For more than a decade, customers spent their software budget procuring vertical SaaS products. ACVs were modest, CAC had to stay below a ceiling, and the resulting GTM playbook was PLG, SDR-led, and content-driven.
With AI, many products are no longer SaaS but usage and outcomes based. They are replacing labor, not software. At defy we call this new category of companies Vertical AI. Vertical AI spend doesn’t just come from a customer’s software budget. It often comes out of headcount as well, a much larger line item. As a result, ACVs have jumped meaningfully to 6 and 7 figure deals.
I’ve written before about how AI opened up distribution for vertical SaaS, and how the value framing shifted from subscription pricing to labor substitution economics. As ACVs have grown in vertical AI, the go-to-market motion is changing too. We’ve explored tactics to drive a more efficient sales process. In this post, we’ll explore how the channels are changing as well.
Why direct sales is back
Direct sales has historically only worked at true enterprise scale. The cost of an AE’s time wasn’t warranted for smaller ACVs. Below a certain deal size, the math didn’t work for high-touch sales. That’s why SaaS GTM became PLG and SDR-led.
With vertical AI ACVs frequently landing in the 6 or 7 figure range, founders now have room to invest meaningfully in winning each logo. We’re also seeing these smaller businesses spending relatively more with quicker sales cycles which is enabling higher volume. AEs, in-person sales motion, and other tactics that didn’t pencil at scale under old SaaS economics now do. Direct sales now works further down market where prior SaaS economics didn’t allow it.
Two channels in particular have driven a lot of distribution and success for vertical AI companies recently. They are distinct from each other but we’ve seen companies have success with both.
#1: Private Equity & Heads of AI
Many PE firms are actively pushing their portfolio companies to drive efficiency with AI. Some have even created a new role internally to spearhead these initiatives. These AI partners are often tasked with collecting and disseminating learnings, finding good AI tools, and connecting them into the portfolio if there’s a fit.
The motivation is sometimes EBITDA driven, but can also be softer than that. Many of these execs are focused on adding value across the portfolio, helping companies build AI competency, and coming up with an execution plan.
The decision making structure also varies. Sometimes the firm itself can be the buyer and push adoption down to the portfolio. More often, the firm will forward information to relevant company executives and leave the decision making to them. If executed well, this can be a very efficient channel for vertical AI companies. One introduction to the PE firm surfaces many qualified leads across their portfolio companies.
Usually, companies will land one customer initially. Positive feedback then travels in two directions. Laterally to peer companies within the portfolio, and back up to the PE investor, who introduces the vendor to others in the portfolio. We’ve seen this be particularly successful in industries where rollup strategies are popular like healthcare services, dental, MSP, accounting, legal, financial advisory, insurance brokerage, home services, and industrial.
#2: Conferences
We’ve also seen sector and function specific conferences be incredibly valuable in driving distribution for vertical AI companies. The advantage is concentrated attention and self selection by the right buyer. Buyers are captive and open to learning. They come to these events curious to hear what’s new in their sector. Attendance allows companies to meet the right buyer, showcase the product live, and collect leads at scale. Sponsoring and attending dinners is another opportunity to meet prospects.
I’d argue that scalability of lead generation and brand awareness matters more now than ever. That requires getting the word out about your own company but also cutting through the noise of others in the market. Buyers are actively building out their AI strategies so vertical AI companies should be sprinting on GTM. Companies need to be top of mind when potential buyers are open to evaluating new tools. Whether that becomes a sole source decision or an RFP, the prerequisite is being part of the consideration set. In order to do that, your buyer needs to know you exist, and this is a great way to spread the word efficiently.
What this means
The GTM playbook for vertical AI now looks meaningfully different from the SaaS playbook it grew out of. Distribution, pricing, and sales motion have all shifted in tandem, with each piece reinforcing the others. Buyer pull justified larger ACVs, larger ACVs justified deeper investment in the sales motion, and the new economics opened up channels that didn’t work under the old model.
The companies pulling away are the ones pairing a great product with the right GTM motion. They have recognized that bigger ACVs demand a different playbook, and they have adapted before their peers.
When the gates of distribution opened, everyone walked through. The companies winning now have figured out what to do once they were inside.
If you’re a founder building vertical AI and rethinking GTM, I’d love to hear from you.