GoodFit raises $13M Series A to reshape GTM in the modern era

Today, I’m thrilled to share that we’ve raised a $13M Series A led by Notion Capital, with participation from Salica Investments, Inovia Capital, Robin Capital, Common Magic, and Andrena Ventures.

For the past five years, GoodFit has been proudly bootstrapped and profitable. In that time, we’ve had the privilege of supporting some of the fastest-growing and most innovative companies in the world — from Personio to Clari.

Because we were profitable, we never needed to raise. But the way our market - and our customers’ needs - have evolved made it clear that now is the right moment. This investment allows us to double down on our mission and to reshape GTM for the modern era.

How the market has evolved

It feels almost understated to say the market has “changed a lot” since we began our journey in 2020.

Back then, the GTM playbook looked very different. We primarily worked with high-growth B2B businesses running sales-led or account-based motions. They turned to GoodFit because they knew the old playbook - handing reps a giant database of accounts and contacts - no longer worked. Smarter, more focused approaches were emerging.

Fast forward to today, and we’ve helped raise the bar:

• Qualified markets are pre-mapped for sales and marketing teams.
• Deep insights into every account are delivered in real-time.
• Accounts are scored and segmented against high-performing customer cohorts.

The result? Shorter sales cycles, higher win rates, and more productive teams.

Our customers see this every day:

• Chili Piper has saved 10+ hours per rep, per week — translating into hundreds of thousands of dollars a year. While in tandem increasing ACV by over 25%.
• ‍Personio has shortened deal creation time by 60%.
• Clari have expanded their market coverage by 20% relying entirely on GoodFit for accurate book allocation.

We have countless stories like these, and we’ll continue to proudly support sales-led and account-based motions moving forward.

But the past few years have brought another seismic shift: the AI boom. It has sparked a renaissance in SalesMarTech and fundamentally reshaped how teams go to market.

The rise of programmatic GTM

We call this new approach programmatic GTM — a way of selling powered by automation, agents, and AI.

Where once you needed a team of SDRs to build enough pipeline to feed a large sales org, today a single individual can orchestrate outreach to thousands of companies and contacts across multiple channels. Done right, it reduces costs, expands reach, and frees teams to focus on what humans do best.

We’ve experienced this firsthand: at GoodFit, our fully automated outbound campaigns generate millions in pipeline every quarter, coordinated by just one person - with zero SDRs.

This shift has changed the rules:

• Pre-mapping accounts and contacts is now non-negotiable.
• Consistent, enriched data is essential to fuel personalized outreach.
• Deeper insights are required to decide what message to send, on which channel, and when.

These are the very principles GoodFit was built on - and why we feel uniquely positioned to help companies embrace this new reality.

Having guided some of the fastest-growing companies through their own programmatic GTM journeys, we’ve seen many land on a hybrid approach:

• Tier 1 accounts receive dedicated rep attention.
• Tier 2/3 are handled programmatically.
• Some touchpoints are automated, while others remain human-driven.

As more companies embrace programmatic GTM, the demand for rich, reliable, and configurable data has skyrocketed. Meeting that demand is exactly why we raised this round.

What the future holds

AI will continue to reshape go-to-market at an astonishing pace. Messaging, collateral creation, account selection, CAC optimization — all of it will be touched by agents and automation. But one constant remains: quality data is the input that makes it work.

So far, we’ve focused on giving our customers the best possible data: datasets configured to their market, their target accounts, and the insights they need most. Combined with the right GTM tools, they’ve been able to execute strategies that rival the very best in the world.

Looking ahead, we believe AI can lower the barrier to world-class GTM even further. It can reduce the reliance on navigating complex tooling and analysis.

Allowing revenue leaders to directly interact with agents to determine which accounts should be worked, when, and by whom, which channels work best for each persona - and to streamline every micro-decision required to make their GTM a success.  

With the right combination of market data, performance data, tooling, and AI agents, GoodFit can become the decision hub for commercial leaders — helping them know exactly which companies to target, when, and why.

Following this raise, we’re full speed ahead in building towards that future.

Equally importantly, we’re making GoodFit accessible to far more teams. Until now, as a profitable but resource-constrained company, we could only support a limited number of customers. That meant GoodFit was primarily used by the most established GTM organizations.

With this funding, that changes. In the coming months, we’ll open our doors to a much broader community of revenue leaders and businesses - delivering the future of GTM to more companies than ever before.

We couldn’t be more excited about this next chapter.

If you’re a revenue leader looking to evolve your GTM, book a meeting with our team here.

If you’re excited by what we’re building, we’re hiring across multiple disciplines - check out our open roles here.

Here’s to reshaping GTM together.

— Harrison