"go to market fit: going from market acceptance to market domination" at saas north 2016
TRANSCRIPT
1. My Background
2. Product/Market Fit
3. Go-to-Market Fit (GTMF)
4. GTMFà The Framework for Success
Agenda
BigSmall
Early Traction Sustained Growth
$5M+
ARR
StageProduct MKT Fit
?
$0.1M
$0.5M
$1.5M
GTMF
$100M+
Fewer make the leap to industry leader.
RecruitingMarketing
Sales
Product
Customers
Culture
An operating system that ensures sustained growth.
- E-team led and aligned with your mission
- Systematic process/metrics/org structure
- Identify needs 12 months in advance
- Hire capability over competency
Recruiting Marketing Sales Product Customers Culture
Process
Metrics that matter
Identify: Lead source (target referrals)Sign: Time (Lead to hire)
Onboard: Time to productivityPlan: Key roles, 12 months out
Prioritize: Experienced, team leaders first
Recruiting Marketing Sales Product Customers Culture
Recruiting Marketing Sales Product Customers Culture
2. Marketing
If you can’t measure it, you can’t manage it.
Channels
Metrics
CAC LTV GM% ASP Payback LTV:CAC Churn Sales Cycle
Overall
Content
Paid
SEO
SEM
Outbound
Recruiting Marketing Sales Product Customers Culture
Metrics that matter
Hire
Train
Ramp
Measure
Adjust1 rep
2 reps
4 reps
8 reps
16 reps
Recruiting Marketing Sales Product Customers Culture
Refine sales approach every 2X.
Ramp time: Time to ramp, time to first saleProductivity: $/rep, max productivity
Attainment: Quota attainment by rep, MoM, QoQEfficiency: Funnel/channel analysis, CAC ratio
Recruiting Marketing Sales Product Customers Culture
Measurements that matter
Recruiting Marketing Sales Product Customers Culture
4. Product
Build a valuable product to delight users.
Recruiting Marketing Sales Product Customers Culture
Vision
Product leader with clear plan for the future.
Recruiting Marketing Sales Product Customers Culture
Prioritize
Capabilities that reduce time to value
Recruiting Marketing Sales Product Customers Culture
Kill
Sunset features/customers no longer use/value
Cadence: Predictable dev cycles, Hitting deadlinesUsage Active user trends; Usage of featuresBehaviors: User interviews, screen capture
Simplify: Time to launch, time to go live, time to use
Metrics that matter
Recruiting Marketing Sales Product Customers Culture
Customer success asking for a renewal once a year
Recruiting Marketing Sales Product Customers Culture
5. Customer Success
Focus on outputs, not activities.
Recruiting Marketing Sales Product Customers Culture
Recruit Onboard Deploy Engage Renew
Playbook
Recruiting Marketing Sales Product Customers Culture
Metrics that matter
Deploy: Time to go liveLaunch: Time to value Embed: #integrations, #monthly active users
Consult: #touchpoints, ROIUnleash: # of Advocates
- GTM operating system, optimized for speed
- Depth in leadership and operating team
- Build with “franchise-model”
- Whole product solution delivered
Summary: GTMF key principles for success
Compress:
• Time to sell
• Time to deploy
• Time to value
• Time to rep ramp
• Support time
Grow:
• ASP
• Users/account
• # referrals
• # advocates
• NPS
We are winning if we…