, we’re creating SME (Subject Matter Expert) docs to share best practices of a given domain with the world. For this doc, it’s for growth, go-to-market, sales, and/or product marketing leaders to bring a product to market...and design a repeatable process that wins the hearts of prospects through the funnel to close and on-going subscription to your product / service.
After bringing 3 vastly different SaaS products to market, I’d like to share what I’ve learned
Going down market from legacy on-prem product. Innovator’s dilemma.
Digital agency builds software for a client, then productizes it for the target market.
Wollongong, SF, Denver. 2 VP of Sales.
Open trial, closed trial.
Highly funded brain project (Krypton) → Coda Beta → GA → Paid plans.
It can do everything → Niche use cases and personas.
Go to market / Beta feature launch
SMB ー having product knowledge. AE / SE.
Enterprise ー PoCs, AE is doing
Movement and rates from stage to stage.
Salesforce ー stages, required fields.
Your week (Cadence & Rhythm)
Experienced rep. Just migrating to cloud.
Accelo - 28 days... inbound vs. outbound.
Freshworks - Demo monkey 10 demos a week.
Gensys - 1/2 demo a week, Technical Q&A.
The Catalog (Product Marketing) - product info, company info, industry info (guides), competitors,
“My team doesn’t use any of this stuff. I’ve never seen this.” Embedded excel spreadsheet.
Plays are very specific. At Freshworks.