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SaaS Sales/Success Playbook

Here’s the basic outline of what I think a good SaaS (B2B) Sales / Success Playbook should look like for the Growth team.
At
, 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

Experience
Atrio
Going down market from legacy on-prem product. Innovator’s dilemma.
Cloud, Azure, .NET.
Accelo
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.
Coda
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
Research space
Persona
Verticals
Segments
SMB ー having product knowledge. AE / SE.
Enterprise ー PoCs, AE is doing
Type
Levels
Junior
Exec
User
Manager
Functional
IT
Program
Need & Use case
Outbound
Research
Value-base consultation
Discovery & Demo
Prototype
Ongoing engagement
Customer Feedback
Product User Stories
Beta
UX Testing & Feedback
Sales Process (Stages)
Who’s building
Metrics
Movement and rates from stage to stage.

Built into the CRM
Salesforce ー stages, required fields.
Phase
Exploration / Discovery
Questions
Goals
AE does the intro.
Education
Validation
Invitation
Close
Expansion
Motions and plays
Growth
Use case explore
Proof of concept
Workshop
Feedback
Enterprise
Security
Services
Framework
BANT
MEDDIC
Genesys
Budget
Initiatives
Demo
Your week (Cadence & Rhythm)
MTWTF
Client meeting calendar.
Pipeline sync
Team check in
Tools Database
Twitter
LinkedIn
Reddit
YouTube
Loom
Gmail
Slack
Internal
Partners
Zoom
Crowdcast
Intercom
Coda
Salesforce
Clearbit
Gong
Cadence
Genesys - 1 year
Experienced rep. Just migrating to cloud.
Accelo - 28 days... inbound vs. outbound.
Freshworks
Coda - 60 days
Roles
SDR
BDR
AE
SEs
Freshworks - Demo monkey 10 demos a week.
Gensys - 1/2 demo a week, Technical Q&A.
Accelo - 70%
CSMs
Other examples
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.
Channels
Playbooks
Plays are very specific. At Freshworks.
KPIs and benchmarks
DAUs / MAUs
NRR
MRR / ARR
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