Here’s my prediction about the future of B2B SaaS.

It’s a self-serving one, but I do see things this way.

We’re witnessing the growing capacity of AI tools to commoditize aspects of software engineering. What does this mean?

• new b2b saas brands validating & launching products faster & cheaper
• established b2b saas companies launch new capabilities & features weekly
• markets getting saturated (e.g., increasing number of CRMs)

Of course, there are some limits …

AI can speed up code, testing, and surface-level features. But it might take some time for AI to commoditize the attributes that make a B2B SaaS company enterprise-ready …

e.g.,

• security & compliance
• deep integration & personalization
• scalability & reliability
• change management

But I’m getting ahead of myself. I’m sure we’ll find ways to commoditize these aspects as well. In any case, AI is changing the industry …

• We’ll see more and more B2B SaaS companies crowding the same space. not only that. We might also see many B2B SaaS companies fighting for the same micro-granular, vertical niches.
• Non-enterprise & enterprise clients will have to choose between the same set of capabilities / features.
• Innovation might become the real unicorn, stemming from an incredibly opinionated, counter-intuitive approach that the founders of a B2B SaaS brand are capable of embedding into their product. (very unlikely to happen at scale)

In other words, we’ll see the B2B SaaS industry becoming more homogenized and less differentiated. As a result, standing out will only get harder.

What’s the solution? Right now, I see just one. And that’s communication … the thing most b2b saas companies pay little attention to.

And I’m not talking about comms as a copy or messaging “exercise.”

I’m referring to internal & external comms as an organizational capability. A shift from messaging asset output to comms as infrastructure.

Internal comms to enable centralized decentralization.

Think: teams having access to the same product truths, plus lightweight systems to adapt messaging to their specific context.

And external comms focused on being the fastest in getting different buying committee profiles to understand what their product is, how it works, and how it fits their reality.

This is not marketing, sales, or “brand advocacy.”

This is how you …

• Communicate your product in the simplest, clearest, and most coherent way.
• Turn your product complexity into messages that make sense to every single member of the buying committee.
• Maintain consistency while adapting messages to different types of audiences across stages (product, marketing, sales, CS / CX)

My prediction is that the real value shifts from what you build to how you communicate the thing you’ve built.

And that’s not something new. It’s just that only now we’ll see more and more companies forced into focusing on messaging & communication as much as they focus on building the software.