Go-to-Market Best Practices for Startups

This document outlines Dennis Antolin's go-to-market plan for a tech product. It includes identifying the target client and lead channels, mapping out the buyer's journey through awareness, consideration, and decision stages, and developing a sales strategy using a S-P-I-N framework. It also provides a sales battlecard template to position the solution against competitors by highlighting their weaknesses, asking questions, and handling objections.

This is a presentation on go-to-market fundamentals that I did for Nasscom member companies in India.

Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course. You will learn: 1. How to identify the real pain points in your target market. 2. Which go-to-market model is best suited to your businesses. 3. Learn about the key success metrics you need to track. Key Points: 1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain. 2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product. 3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’? 4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people. 5. A genuine go-to-market model considers every stage of the funnel.

A few slides from the go-to-market plan for the Cisco myPlanNet simulation game, incl. traditional and social media marketing. Some integration examples also included. Oct 2009 - Jan 2010 results: - 77,730 unique hits - 23,234 downloads - 25,658 Facebook fans - Played in 130 countries by over 2,500 institutions - Press and analyst coverage

A good go to market strategy template helps you identify your customers, competitors and develop a strategy to make your business successful.

Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.

The document discusses go-to-market strategies for startups. It provides a framework for marketing and sales cycles including strategies around awareness, interest, understanding, engagement, trial and purchase. It also discusses branding, positioning, targeting and segmentation. The document emphasizes the importance of consistency in branding from the start and focusing the value proposition on the needs of a target customer segment. It introduces concepts like minimum viable product and minimum viable segment.

This document discusses keys to successful product launches and go-to-market strategies. It notes that over 60% of new products fail and less than 15% of startups remain operational after initial funding. The keys to success include developing a product-market fit and differentation strategy, selecting the right early adopter target market, developing a disruptive go-to-market plan, and effectively managing risks. It advocates developing pilot programs to test strategies on a small scale before full launches to learn lessons and improve the approach in order to increase the odds of the product succeeding in the market.

This presentation details Ramp Equity's Five Pillar Go-To-Market Strategy for emerging technology companies.

The building blocks you need to create your sales and marketing plan for your technology startup. Presented at FastTrac program, Quebec City, Canada.

How to think about your new business go to market strategy? In my accelerators mentoring sessions, I try to bring all the knowledge I have built in the last 10 years into a 30min presentation, aiming to inspire entrepreneurs and startups founders and give them hints and tips on how to think and develop their go to market strategy as an essential part of successfully launching and growing their business idea. These slides are by no mean a go-to-market strategy template but rather an elaboration on the different aspects of what constructs the process of building the sales and marketing activities of a new business. The slides touch the following topics: Things that you can control for your idea to be successful Re-thinking your new business KPIs Analysing the market objectively Identifying target customers Defining the "Minimum Viable Sales Process" Widening the marketing activities Tracking and optimisation

This document provides an overview of an integrated go-to-market approach for B2B product and service providers focused on customer acquisition and retention. It outlines elements of the approach including a go-to-market readiness assessment, an integrated planning and operating model, and a value framework. The integrated planning and operating model addresses key challenges through collaboration, planning, execution, reporting and leadership. The value framework helps clearly define value drivers, differentiators, and customer value to guide marketing and sales.

When it comes to releasing a new add-on to the fast-growing Atlassian Marketplace, building a great product is not the whole story. To have a successful launch and achieve sustainable early customer growth, you need to make a concerted effort both before and after release day to connect your product with those it offers value to. Davin Pukulis, Director of Marketing from marketplace vendor K15t Software will be sharing his insights on how to do just that. This practical guide will explore the strategy and tactics of a recently executed add-on go-to-market campaign, from initial concept on through the awareness, consideration, and decision phases of the buyer's journey funnel. Davin Pukulis, Director of Marketing, K15t Software

The presentation covers elements of a GTM plan, what makes it disruptive and how does one measure it. The presentation was used at the NASSCOM Product Conclave in Cochin held on 14 Dec 2016 by Sunder Madakshira.

- Fitbit Smart Coach aims to increase revenue and brand awareness by targeting current Fitbit users in North America aged 30+ to purchase a premium subscription for $49 annually. - The marketing plan utilizes both paid channels like display ads and owned channels like social media, emails, and device notifications to drive trials of the free 30-day subscription with a goal of 5% converting to paid subscribers. - Projections estimate $192 million in total subscription revenue over 3 years with marketing costs of $25 million, most of which is spent in the first year to acquire new subscribers through the various channels.

The 1st in Asia | Growth Marketing Academy 🙌🏻Register for FREE and watch the recording whenever you’re FREE!🙌🏻 👉🏻Join Now: https://bit.ly/3kUligs 【Growth Strategy for B2B SaaS - How to Build Your Product into a Growth-Ready One?】 ✍🏻What will I learn… 1.What B2B SaaS means 2.Product life-cycle and customer journey in B2B SaaS 3.The go-to-market strategies for B2B SaaS 4.How marketers can better align with product team for growth 👨🏻‍💼Meet Our Speaker - YuHsuan YuHsuan Chao is a product expert and serial entrepreneur in SaaS. Experienced in the full lifecycle of SaaS from development to go-to-market, she's currently at Zendesk helping thousands of businesses deliver the best customer experiences. 🐾We will update the webinars, if you want to get more marketing knowledge, please subscribe to our channel! 👉🏻 learn more: https://www.growthmarketer.academy/

An all-in-one playbook of information to help your sales reps sell your product/service in the most effective way.

Get in touch: guillaume@lajavaness.com A short presentation outlining the main customer targeting strategies a B2B SaaS startup might decide to use.

• 3. The 3 Models of SaaS Pricing1How to Pick the Best Price28 Pricing Hacks3How to Test New Pricing4We’ll cover... • 4. Model 1: Targeting Small Businesses1 • 5. Self-service, no sales team, limited support • 6. Pricing in the $10 - $100/month rangeThis mean you need to focus onscale and acquiring customerscheaply. • 7. Similar companies • 8. Model 2: Targeting Enterprise2 • 9. Sales team, contracts, full support • 10. Pricing is $1,000s or $10,000s/monthVery little is automated, your teamwill be working very closely witheach customer. • 11. Similar companies • 12. Model 3: The Mid-Size Hybrid3 • 13. Automated marketing with a sales team • 14. Pricing is $100’s/monthYou’ll need to scale your leads butyou’ll have a full sales team toclose them. • 15. Similar companies • 16. Pick the right price range for your vision • 17. 2 Bad Methods for Pricing • 18. 1. Product cost + X%You’ll undercharge somecustomers and overcharge others. • 19. 2. What does the customer want to pay?People have no idea until you askthem for their credit card. • 20. Pricing by Value • 21. Value-Based PricingYour customers get value worth $Yand it only costs them $X. • 22. For B2B, focus on money earned or saved • 23. How much extra revenue do they earn?1How many hours do they save?2What other costs do they avoid?3Ask your customers: • 24. Capture more value from each customer. • 25. There’s no such thing as a perfect price.If you need more guidance, pick aprice that’s 10% of the valuedelivered. • 26. 8 Pricing Hacks8 • 27. Rule 1: Go AnnualYou’ll improve cash flow, reduceyour churn, and improve yourrevenue. • 28. Rule 2: Don’t Add Unnecessary Digits$1000 looks cheaper than $1,000or $1000.00 • 29. Rule 3: Avoid Discounts Unless LaunchingDiscounts create destructivecustomer habits. Do not use themregularly. • 30. Rule 4: Offer Multiple Prices to Anchor • 31. Rule 5: Use pricing plans to segment customers.Different customer types getdifferent value from your product.Capture that value. • 32. Rule 6: Double Your PriceWe all tend to UNDERvalue our ownservices. • 33. Rule 7: Be Careful With Freemium PlansVery difficult to make it work in B2Bmarkets. • 34. Rule 8: Grandfather Old Customers InAs long as you don’t raise pricesfor old customers, you won’t getany complaints. • 35. These are rules, not laws. • 36. How to Test New Pricing - 4 Steps • 37. Step 1: Track subscription plans for all customersSubscription plans1Each monthly charge2Any cancelations3Access to total revenue, averagerevenue per user, and churn4 • 38. Step 2: Launch Your New Pricing Page • 39. Step 3: Track your entire funnel • 40. Step 4: Track ARPU and churn • 41. KISSmetrics helps you find the right priceConnects all data to individual people1A/B tests for your entire funnel2See which plans are most profitable

The VP of Customer Success role has become one of the hottest hiring priorities for companies in the Subscription Economy. Although the impact is now widely recognized, businesses still struggle with identifying the right time to bring on a CSM leader, and furthermore, how to recognize truly great candidates. Join a lively conversation between Nick Mehta, CEO at Gainsight, Tomasz Tunguz, Partner at Redpoint Ventures, and Monica Adractas, VP of Customer Success and Retention at Box as they share how (and when) to hire a great VP of Customer Success. In this webinar, you’ll learn: - How data supports hiring a VP Customer Success earlier in the company lifecycle - What the key characteristics of greatness are and how to identify them early - How maturing companies have evolved the VP Customer Success role to meet the changing needs of their customer base Featuring: Tomasz Tunguz, Partner at Redpoint Ventures; Monica Adractas, VP of Customer Success and Retention at Box; and Nick Mehta, CEO at Gainsight

The document discusses trends in venture capital fundraising and investments. It notes that while VC fundraising has remained steady at around $25 billion per quarter, consumer tech investments have declined 25% and enterprise investments have fallen 40% from previous highs. However, startups have become markedly more capital efficient, requiring only half the funding to go public compared to a decade ago. This has led to a shift where some "mega seed" investments by VCs have replaced traditional Series A rounds, increasing company valuations earlier. While more seed money has increased competition for Series A deals, it has also created a bottleneck for some startups seeking Series B funding.

How to Make Sure You Hire a VP of Sales That Doubles Your Revenue. Not One That Flushes Your Scarce Capital Down the Drain.

- TalkDesk grew from $150K to $2.5M ARR in 12 months after achieving initial traction, and is now growing at 20% month-over-month as they work to reach $10M ARR in under 5 quarters. Keys to their growth include partnerships, increasing deal sizes, upgrades, and understanding enterprise implementations. - GuideSpark struggled for 3 years to achieve initial traction, but then accelerated rapidly after hiring a VP of Sales and doubling down on the enterprise market and employee communications. They grew from $2M to $20M ARR in 24 months. - Both companies show that fast growth is possible after achieving product-market fit and initial traction, even if the journey to

1) The document describes Bizible marketing's shift from traditional lead generation metrics like pageviews to a pipeline marketing strategy focused on revenue generation. 2) Pipeline marketing connects sales and marketing data to measure performance based on revenue and customers rather than leads. 3) This approach optimizes the entire sales funnel and helped Bizible prove their impact on revenue, leading to better alignment with sales and increased marketing ROI.

A bad accountant or finance manager can spell doom for your company though by causing you to not invest cash that you should be or worse - spending money you don’t have in the bank. This is why you need to know your SaaS accounting chops, too. To help, let’s walk through a breakdown of how revenue flows through your business from a booking all the way to cash collected. Here we walk through exactly how to calculate ARPU (Average Revenue Per User) including what to and not to include in the calculation, as well as how to optimize this crucial SaaS metric.

Developing the pricing model for your B2B SaaS app is one of the biggest marketing challenges your company will face. This is a guide to developing your SaaS pricing model was created by noted SaaS Marketing expert and Growth Hacker Lincoln Murphy of Sixteen Ventures. This guide takes you through the questions you need to ask about not just your market and customers, but about your company and goals, to help you figure out your SaaS pricing model. Whether you have a self-service sales model or one that requires outside sales reps to drive business, the tips and techniques contained in this guide and the source blog post will help you create a profitable and successful SaaS pricing model.

A presentation about 9 mistakes that SaaS founders should avoid, with some practical advice on how (and why) to avoid them.

This document discusses key metrics and economics for a SaaS business model. It provides details on sales compensation, bookings targets, churn rates, margins. It examines how revenue is generated from a single salesperson over time. Graphics show how monthly recurring revenue grows as new salespeople are hired each month. Lowering churn rates can significantly impact long-term profits. Collecting payment upfront eliminates cash flow troughs. Sales complexity impacts customer acquisition costs, requiring higher prices and more approval steps. Regular product improvements provide feedback on customer happiness.

In this Heavybit Speaker Series Presentation, Ali Rayl talks about building Slack's Support Stack particularly after the company's exponential growth spikes. Ali Rayl is the Director of Quality and Support at Slack where she’s built the team to manage more than 5,000 corporate clients including Stripe, Rdio, Medium, Airbnb, Expedia and Buzzfeed. In the past she was the Director of QA at Songbird — an open-source cross platform music player built on Mozilla’s XULRunner and GStreamer. Full Video available Here: http://www.heavybit.com/library/developer-operations/video/2014-09-16-ali-rayl

CCAs & Engagement – An Uncommon Way to Engage & Convert Prospects in Your SaaS Free Trial. A few years ago I came up with a set of metrics that I called Common Conversion Activities – or CCA – that I defined as “The things that all or most paying customers do during their trial.” In July 2012 I gave a 54-minute presentation where I introduced the next version of this ever-evolving set of metrics for measuring Free Trial success, the CCA, and I want to share that with you now. See the video of this presentation here: http://sixteenventures.com/free-trial-metrics

The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale. In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success. This presentation - How to Drive Growth with Customer Success Metrics - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists Aaron Ross, author of Predictable Revenue, Jason Lemkin of Storm Ventures, Tomasz Tunguz of Redpoint Ventures, and Brian Stafford McKinsey.

Your B2B SaaS app will not sell itself unless it is designed to do so. This is a guide to getting your B2B SaaS to 'sell itself' was created by noted SaaS Marketing expert and Growth Hacker Lincoln Murphy of Sixteen Ventures. This guide is full of actionable, unique, and thought-provoking ideas - Growth Hacks if you will - that are designed to allow your product to sell itself. From attracting the right audience and driving user engagement, to making it easy to buy and easy to share through orchestrated virality, this guide covers all aspects of what's necessary to drive growth with SaaS companies of any stage and serving any market. Whether you have a self-service sales model or one that requires outside sales reps to drive business, the tips and techniques contained in this guide and the source blog post will help you achieve your goals of efficiently scaling your sales process.

This document discusses key metrics and strategies for optimizing customer acquisition and sales funnels. It covers metrics like customer acquisition cost (CAC), lifetime value (LTV), conversion rates, and return on investment (ROI) by lead source. It also discusses how to design effective funnels by understanding the buyer's journey, addressing their concerns at each stage, and creating solutions that entice them while reducing friction. Examples are provided of how to diagnose and improve blockage points in the funnel by getting inside the customer's head.

The document discusses the lean analytics cycle of metrics, hypothesis, experiment, and act. It provides examples of how Hello Bar used this process to improve their installation rate. They found a low installation rate in metrics, hypothesized that more options would increase installations, tested this in an experiment, and achieved a 40% increase. Through dozens of experiments, their rate increased by 89%. The document encourages analyzing metrics to find opportunities, forming hypotheses through research, rigorously testing hypotheses, and making data-driven decisions.

New version 2 - including case examples from Spotfire, Demandware, Hubspot and David Skok. Developed for the Harvard Innovation Lab workshop series on Startup Secrets. This is part 4 of the 5 part series by Michael J Skok on how to get competitive advantage as a startup. Michael's slides are the agenda for the workshop, and are NOT self contained. For fuller coverage of the slides, visit Michael's website http://mjskok.com/

by Benedict Evans. Please see this link for full description, slides, AND version with talk track: http://a16z.com/2016/12/09/mobile-is-eating-the-world-outlook-2017/

Bio in 2015 is like software in 2005. The bio fund is really about funding software companies in the bio space.

The document discusses budgeting for marketing performance and saving time and money. It provides tips for making marketing a profit center, defining outcomes, getting sales buy-in, cutting unsuccessful past items, organizing budgets by objective not function, and tying bonuses to sales performance. A potential reporting structure is outlined focusing on attracting, engaging, growing, and retaining customers. The document also discusses launching account-based marketing, defining a pipeline development framework with target markets, sales cycles, teams, messages, reach, technology, and metrics. It provides a pipeline development maturity model and emphasizes having sales and marketing work together towards the shared goals of pipeline development.

This document provides guidance to sales representatives on strategically guiding customers through the buying journey. It outlines 9 key stages: 1) building need, 2) discovery, 3) consideration, 4) decision, 5) purchase, 6) delivery, 7) usage, 8) retention, and 9) advocacy. For each stage, it provides example messaging, qualifying criteria, success metrics, sales tools, and instructions for updating the CRM with stage-specific details to help reps effectively engage customers and maximize deal conversion and renewal rates. The goal is to align marketing and sales processes to optimize the customer experience at each step of the buying cycle.

This document provides an overview of Demand Metric Research Corp., a global marketing research and advisory firm. It outlines the challenges their members commonly face, how Demand Metric can help through advisory calls, research, tools/templates, and training. It describes their flexible engagement model and solution of empowering marketing teams with the resources of Demand Metric University, a team of expert Research Directors, and 500+ guides/templates. The goal is to help members improve marketing practices and maturity.

This document provides an overview of Demand Metric Research Corp.'s Executive Marketing Advisory Membership. It outlines Demand Metric's core beliefs in giving marketers the tools and expertise needed to prove marketing value. Members receive access to Demand Metric's research, tools, training courses, online community, and advisory services from a team of research directors with expertise in areas like strategy, technology, demand generation and more. The membership is designed to help marketing teams complete projects faster, boost their influence within their organization, and justify resources needed.

[Product Marketing Community Conference 2019] No company exists in a vacuum, so how are you adapting your product, sales, and marketing initiatives to succeed in that context? Competitive intelligence is more than collecting information on your competitors - it’s about taking that information and turning it into revenue-generating initiatives across product, sales and marketing.