"go to market fit: going from market acceptance to market domination" at saas north 2016

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Go-to-Market Fit Achieving Sustained Growth Copyright © 2016 Leaders Fund, Inc. David Stein

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Go-to-Market Fit Achieving Sustained Growth

Copyright © 2016 Leaders Fund, Inc.

David Stein

1. My Background

2. Product/Market Fit

3. Go-to-Market Fit (GTMF)

4. GTMFà The Framework for Success

Agenda

$100M FundB2B SaaS

Series A/B focus

My background:

Achieving Sustained Growth: Making the leap.

Product/Market Fit

Sustained Growth

The first step: product/market fit

If it was easy, everyone would do it.

You’ve achieved product/market fit!

Customers are paying for and recommendingyour solution

Customers are increasing their product usage

Customers are generating an

R.O.I

Customers are renewing

How did you do it?

Founding team of

A-players

Deep domain

expertise

Customer centric product design

Founder-led, tenacious

sales effort

Now what?

Source: Mattermark

Few companies reach scale...

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.

How to achieve Sustained Growth?

GTM-FIT

RecruitingMarketing

Sales

Product

Customers

Culture

An operating system that ensures sustained growth.

2x

2x

2x

Every time you double, refine the process.

What Sustained Growth looks like:

What are the blockers to achieving Sustained Growth?

Market size too small!

Ramping sales/marketing too early

Unstructured customer success

Lacks a winning culture

Establishing the GTMF Operating System

Recruiting Marketing CultureSales Product Customers

Recruiting Marketing Sales Product Customers Culture

1. Recruiting

A talent attracts A talent

- 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.

Recruiting Marketing Sales Product Customers Culture

Experienced leader is in place

Team

Recruiting Marketing Sales Product Customers Culture

Value prop appeals to “early majority”

Offer

Recruiting Marketing Sales Product Customers Culture

Leads

Testing/executing multiple lead channels

Recruiting Marketing Sales Product Customers Culture

Value

Moving from touting features to outcomes

Recruiting Marketing Sales Product Customers Culture

Spread

Recruiting/engaging Customer Advocates

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

Recruiting Marketing Sales Product Customers Culture

3. Sales

Recruiting Marketing Sales Product Customers Culture

Strategy

Selling model,

segments defined

Recruiting Marketing Sales Product Customers Culture

Onboard

Repeatable process to get “smart”

Recruiting Marketing Sales Product Customers Culture

Playbook

Repeatable approach to selling

Recruiting Marketing Sales Product Customers Culture

Pricing

Consistent, value-based

Recruiting Marketing Sales Product Customers Culture

Win

Working as a team

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

Roadmap

Balance customer asks, differentiators

Recruiting Marketing Sales Product Customers Culture

Prioritize

Capabilities that reduce time to value

Recruiting Marketing Sales Product Customers Culture

Measure

All users/usage

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

6. Culture

Recruiting Marketing Sales Product Customers Culture

- 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…

Go-to-market fit:

A system for achieving sustained growth.

[email protected]