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The Go to Market Handbook for B2B SaaS Leaders: How to Stack the Odds in Your Favour When Scaling Your Software Business
There are few people we admire more than the Founders and Leaders of software companies who have the courage, determination and, some might say, sheer madness to put their livelihoods and reputation on the line, to leave their own ‘dent in the universe’. It's a day to day, up at dawn, pride swallowing siege to lead such a business. And we know this for a fact because we’ve walked in your shoes many times.
Over the last 25 years, we’ve been involved in the start-up, scale up and exit of several successful technology businesses, that between them have realized close to billion dollars of shareholder value. But along the way we've also had more than our fair share of disappointments and have the mental scars and bruising to prove it. We’ve made mistakes and fallen in what felt like bottomless pits. But fascinatingly enough, we learned as much from the ones that didn’t work, as we did from the successes. It’s these lessons which we thought we'd share in this book.
So, who is this book for? We think there are three use cases here, so let’s expand.
Firstly, you could be a Founder who has raised seed money or achieved a Series A and who set off like a rocket in the early years, conquering all before them. But something has happened.
For some reason the business is not growing as fast as you’d once hoped. Without perhaps knowing why, sales have started to slow, and some air has come out of the tyres amongst key stakeholders. Renewals are harder to achieve, once automatically accepted upsells are being rejected and pricing is being squeezed. There’s a sense that the business needs a re-set and perhaps fresh ideas, and energy are needed to get the team back to smashing targets
What we’ve learned is that if things have started to slow, especially from a sales point of view, it’s generally down to one of two things. Either the core value proposition has become lost somewhere in the heat of battle and has shifted with or without your knowledge. Or the sales team have lost their way and need some fresh inspiration. We’ll address both these issues (and many more) in this book. Sometimes it’s a combination of both, sometimes it’s something different, but these are two most common reasons we’ve found. If this is you, we hope this book will provide some fresh inspiration.
The second use case would be a Technical Founder who has created some brilliant software but is unsure about how to go to market. Without trying to sound too like Liam Neeson, creating a highly effective sales and marketing plan requires a particular set of skills and experience.
You might well be thinking it’s time to invest in an expensive sales team, and that might be the right answer. But before you do that, it might be worth reading this book because it contains a set of workbooks that will significantly stack the odds in your favour of gaining repeatable sales traction.
Finally, this book is for Founders who are starting out on the SaaS journey and thinking about where to begin. You’ve come up with a great idea on how you might change the world for the better, but before you go all in, feel like you’d like to understand the Go to Market process more.
This book is made up of ten workbooks which we recommend you follow sequentially and take time at the end of each chapter to reflect and then take action. We’ll teach you how to prepare your pain statement and then test it on personas within your target market. We’ll discuss how to uncover your perfect customer and what an Economic Buyer looks like. We’ll build Market Maps and debate the best ways you can become famous in your chosen field. We’ll look at Product Messaging, packaging, and pricing and at the very end we’ll show you how to put together an exciting Investor Proposition for when you need to raise capital. At its heart, this book is a Go to Market Handbook for SaaS Leaders because there’s nothing more important than hitting your sales targets.
Over the last 25 years, we’ve been involved in the start-up, scale up and exit of several successful technology businesses, that between them have realized close to billion dollars of shareholder value. But along the way we've also had more than our fair share of disappointments and have the mental scars and bruising to prove it. We’ve made mistakes and fallen in what felt like bottomless pits. But fascinatingly enough, we learned as much from the ones that didn’t work, as we did from the successes. It’s these lessons which we thought we'd share in this book.
So, who is this book for? We think there are three use cases here, so let’s expand.
Firstly, you could be a Founder who has raised seed money or achieved a Series A and who set off like a rocket in the early years, conquering all before them. But something has happened.
For some reason the business is not growing as fast as you’d once hoped. Without perhaps knowing why, sales have started to slow, and some air has come out of the tyres amongst key stakeholders. Renewals are harder to achieve, once automatically accepted upsells are being rejected and pricing is being squeezed. There’s a sense that the business needs a re-set and perhaps fresh ideas, and energy are needed to get the team back to smashing targets
What we’ve learned is that if things have started to slow, especially from a sales point of view, it’s generally down to one of two things. Either the core value proposition has become lost somewhere in the heat of battle and has shifted with or without your knowledge. Or the sales team have lost their way and need some fresh inspiration. We’ll address both these issues (and many more) in this book. Sometimes it’s a combination of both, sometimes it’s something different, but these are two most common reasons we’ve found. If this is you, we hope this book will provide some fresh inspiration.
The second use case would be a Technical Founder who has created some brilliant software but is unsure about how to go to market. Without trying to sound too like Liam Neeson, creating a highly effective sales and marketing plan requires a particular set of skills and experience.
You might well be thinking it’s time to invest in an expensive sales team, and that might be the right answer. But before you do that, it might be worth reading this book because it contains a set of workbooks that will significantly stack the odds in your favour of gaining repeatable sales traction.
Finally, this book is for Founders who are starting out on the SaaS journey and thinking about where to begin. You’ve come up with a great idea on how you might change the world for the better, but before you go all in, feel like you’d like to understand the Go to Market process more.
This book is made up of ten workbooks which we recommend you follow sequentially and take time at the end of each chapter to reflect and then take action. We’ll teach you how to prepare your pain statement and then test it on personas within your target market. We’ll discuss how to uncover your perfect customer and what an Economic Buyer looks like. We’ll build Market Maps and debate the best ways you can become famous in your chosen field. We’ll look at Product Messaging, packaging, and pricing and at the very end we’ll show you how to put together an exciting Investor Proposition for when you need to raise capital. At its heart, this book is a Go to Market Handbook for SaaS Leaders because there’s nothing more important than hitting your sales targets.
- GenresBusiness
192 pages, Kindle Edition
Published September 17, 2023
48 people are currently reading
127 people want to read
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Displaying 1 - 5 of 5 reviews
November 12, 2023
So simple and straight-forward, like a transcript of a conversation with a friend who’s summing up the most important things to consider. Nothing too sophisticated, but a great reminder of the often neglected basics. No fluff nor grand stories of giant businesses who made it. Definitely worth the read.
December 5, 2023
"The Go to Market Handbook for B2B SaaS Leaders" is an indispensable guide that delivers strategic insights and actionable advice for leaders navigating the complex world of Business-to-Business Software as a Service (B2B SaaS). Authored by Richard Blundell, Paul Watson, and Chris Tottman, this comprehensive handbook offers a treasure trove of practical wisdom gleaned from the authors' extensive experience in the industry. The book systematically walks through the crucial aspects of developing, launching, and scaling a successful B2B SaaS product. From understanding customer needs to crafting a compelling value proposition, the authors provide a roadmap that is both insightful and accessible. What truly sets this book apart is its blend of theoretical frameworks and real-world examples, making it an invaluable resource for both seasoned executives and newcomers aiming to navigate the intricacies of the B2B SaaS landscape.
Blundell, Watson, and Tottman have delivered an exceptional playbook that demystifies the complexities of B2B SaaS business models in "The Go to Market Handbook." The book's structured approach, (there are 10 workbooks to work through) coupled with its emphasis on practical applications, makes it an essential read for anyone involved in the SaaS industry. Whether it's tackling pricing strategies, optimizing sales channels, or fostering customer success, the authors offer a wealth of insights and actionable strategies that can be immediately implemented. This handbook stands out for its clarity, depth, and relevance, ensuring it becomes an indispensable companion for B2B SaaS leaders seeking to gain a competitive edge and drive sustainable growth in today's dynamic marketplace.
Blundell, Watson, and Tottman have delivered an exceptional playbook that demystifies the complexities of B2B SaaS business models in "The Go to Market Handbook." The book's structured approach, (there are 10 workbooks to work through) coupled with its emphasis on practical applications, makes it an essential read for anyone involved in the SaaS industry. Whether it's tackling pricing strategies, optimizing sales channels, or fostering customer success, the authors offer a wealth of insights and actionable strategies that can be immediately implemented. This handbook stands out for its clarity, depth, and relevance, ensuring it becomes an indispensable companion for B2B SaaS leaders seeking to gain a competitive edge and drive sustainable growth in today's dynamic marketplace.
March 12, 2024
The Go to Market Handbook for B2B SaaS Leaders: How to Stack the Odds in Your Favour When Scaling Your Software Business
This book does justice to its title. Its a quick read for potential B2B SAAS Founders. Its a good starting point. While written for founders, its definitely a good read for potential B2B SAAS Account Managers and Product Marketing Managers(PMM).
The Author hand holds the reader through the lifecycle:
1. Value Proposition
2. Testing Thesis
3. Ideal Customer Profile
4. Defining Market Map
5. Setting up Product Messaging
6. Creating Demand for the software
7. When and How to hire sales team( Only after achieving Product Market Fit) Also discusses various roles that come under this Umbrella.
8. Selling your Software using the MEDDICC Framework(Metrics, Economic Buyer, Decision Criteria-the what, Decision Process-the who, Implicate the Pain, Champion, Competition) This framework is must know for B2B SAAS Account Managers.
9. Investor Proposition, Investor Deck Narrative, Founder Investor Fit etc | Take Mentorship etc
Overall a good read and some good must know concepts observed after reading this book.
The Authors run a website for potential mentorship here: http://www.vencha.team
This book does justice to its title. Its a quick read for potential B2B SAAS Founders. Its a good starting point. While written for founders, its definitely a good read for potential B2B SAAS Account Managers and Product Marketing Managers(PMM).
The Author hand holds the reader through the lifecycle:
1. Value Proposition
2. Testing Thesis
3. Ideal Customer Profile
4. Defining Market Map
5. Setting up Product Messaging
6. Creating Demand for the software
7. When and How to hire sales team( Only after achieving Product Market Fit) Also discusses various roles that come under this Umbrella.
8. Selling your Software using the MEDDICC Framework(Metrics, Economic Buyer, Decision Criteria-the what, Decision Process-the who, Implicate the Pain, Champion, Competition) This framework is must know for B2B SAAS Account Managers.
9. Investor Proposition, Investor Deck Narrative, Founder Investor Fit etc | Take Mentorship etc
Overall a good read and some good must know concepts observed after reading this book.
The Authors run a website for potential mentorship here: http://www.vencha.team
December 16, 2023
Basically, the same message all over book -go to the field and find your Product Market Fit.
While author’s mentioned that they are running a company helping hundreds of startups, they reuse 2-3 scenarios from their own experience across the whole book.
Very British-specific-a lot of name drop of local companies (probably somewhat related to their company-to support a Founder.
While author’s mentioned that they are running a company helping hundreds of startups, they reuse 2-3 scenarios from their own experience across the whole book.
Very British-specific-a lot of name drop of local companies (probably somewhat related to their company-to support a Founder.
February 13, 2024
For the right audience, building a B2B SaaS startup in the UK, this is incredibly valuable. Outside of that it would seem like a standard business book.
That’s the point they make throughout the book. Stay narrowly focussed on a specific target audience and deliver significant value to them.
Excellent, from my perspective
That’s the point they make throughout the book. Stay narrowly focussed on a specific target audience and deliver significant value to them.
Excellent, from my perspective
Displaying 1 - 5 of 5 reviews