A paradigm shift in B2B product growth is coming
(Or is it?)

There is such a "hehe index"

How many resumes per 1 vacancy

hh.ru itself says that the market is "supply and demand" balanced when there are 4 to 7.9 active resumes per position.

The figure takes into account "information noise" when not every resume is relevant, not every candidate will make it to an interview, and not everyone will accept an offer.


If we take the sales field, over the past 3 years the index has grown on average from 2.5 to 5.3 (in December it was 7.4)

The actual number of relevant candidates for sales managers has almost tripled

(with the main growth occurring in 2025)

This means the paradigm has shifted - we are moving from a candidate's market to an employer's market.

Why is this important for monetization?

The growth of many B2B products (especially complex ones) is directly tied by founders and investors to the number of salespeople hired.

If the number of salespeople grows, revenue follows closely.

And vice versa - we hire less, we grow slower


It seems that hiring in Russia has decreased significantly over the past year.

Similar thoughts were recently expressed by the folks at Bain regarding foreign employers as well.

It's hard for me to pinpoint exact reasons, but I think it's all not out of a good life

In the same hh report for December, it is said that the focus is shifting towards employee retention and internal rotation of personnel.

And the guys from Bain note that many clients, having bought various software back in brighter times, still haven't been able to fully integrate it into their processes.

And therefore, they still haven't received the promised effects.

Which makes them a bit sad
Not particularly wanting to buy more
(or recommend to others)


Will company revenue growth slow down because of this?

The correct answer is of course! we'll see.

But be that as it may..

There is a palpable vector in the air towards changing previous GTM strategies:

Shift in focus
Sales-Led is moving towards Product-Led or Partner-Led growth models thanks to great UI, onboarding, support, a strong partner network, etc.

Increasing efficiency
It's important to enhance salespeople through AI agents, clear qualification and segmentation of leads

Improving CJM
Customers have become more prepared, they expect more than just a product, so content, community, trials, usage-based pricing are important

All this leads you and me to a simple thought

Even if your product is complex and seemingly cannot be sold without a human - you will have to change


Because it seems that in the next 3-5 years, growth in IT will be determined not by "how many new salespeople we can hire"

But by the principle:

what value can our product create on its own

(preferably quickly, clearly, and many times)

#GTM_strategies