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Building a GTM Motion from Scratch - SaaStock Dublin 2018

Norman Happ
Norman Happ

Content from a workshop I led at SaaStock Dublin helping companies consider all of the considerations for building a Go-To-Market model from scratch.

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1 SaaStock 2018 Dublin, Ireland October 16th, 2018 How to Build a Go-To-Market Motion From Scratch
2 SVP of Sales, Partnerships, and Customer Success Norman Happ nhapp@evernote.com My Journey 8 years leading Sales/Marketing for Intuits Small Business Division Founder of two technology startups Based in Silicon Valley, California
3 Contents Introduction Identify the buyer Define the price point Phases of GTM Awareness Consideration Decision (Sell) Takeaways 1 2 3 4 5
4 Introduction Whos in Sales?
5 Engineering Product Management Marketing Finance Human Resources Recruiting Communications Sales Everyones in Sales?
6 Who is Your Buyer? Their buying cycle for your category? Where do they congregate? Who influences them?
7 What is Your Product Price Point? $69/year $16.5 million vs.
8 Presentation title 01/01/2019 Lifetime Value : Customer Acquisition Cost Lifetime Value (LTV), the average revenue a single customer is predicted to generate over the duration of their account. Customer Acquisition Cost (CAC) is the average expense of gaining a single customer.
9 Awareness Where can you reach your buyer? Where do they congregate? Consideration How do you get their attention? How do you educate them? Decision/Sell How do they prefer to be sold to? Is there a particular time to sell to them? Steps of the GTM motion
10 Where to reach your buyer? Steps of the GTM motion: Awareness
11 Where to reach your buyer - Annual Event? Steps of the GTM motion: Awareness
12 74% of business buyers told Forrester they conduct more than half of their research online before making an offline purchase. Make sure the buyer is seeing your messaging! Educating Your Buyer Steps of the GTM motion: Consideration
13 Marketing automation for reaching & educating your buyer Educating Your Buyer Steps of the GTM motion: Consideration
14 Let the product be the hero? Free trial Live demo Hooking your prospect onto your product is the best method to convert them to a customer. while reducing price sensitivity & shrinking the sales cycle Educating Your Buyer Steps of the GTM motion: Consideration
15 Steps of the GTM motion: Decision/Sell Method for your product? Online/Self-Service Inside Sales Via Trusted Partner OR Re-seller In-Person/Face-to-Face How are prospects going to buy?
16 Purchase Education: Decision/Sell The Selling Team: Online/Self-Service: Performance marketing Funnel optimization (Engineering) Inside Sales Inside Sales Reps/Sales Dev. Reps? Sales Managers [Sales Engineers] [Training/Tool Admin/Compensation/Etc] Who Is The Sales Team?
17 Steps of the GTM motion: Decision/Sell The Team who is Selling? In-Person/Face-to-Face (aka. Field Sales) Account Executives Sales Managers Sales Engineer? Via Trusted Partner OR Re-seller Partner Manager Channel Manager [$$ Market Development Funds] Who Is The Sales Team?
18 Making it an easy decision How does YOUR customer make the decision? Considerations: Annual budget or planning cycle? Level of approval required? Contract/legal review required? Steps of the GTM motion: Decision/Sell
19 Key Takeaways 1 2 3 Every employee must feel responsible for sales Know your target customer & how they buy in your category Build the selling motion specifically to your product economics (LTV:CAC)
Cheers Dublin. SVP of Sales, Partnerships, and Customer Success Norman Happ nhapp@evernote.com

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Building a GTM Motion from Scratch - SaaStock Dublin 2018

  • 1. 1 SaaStock 2018 Dublin, Ireland October 16th, 2018 How to Build a Go-To-Market Motion From Scratch
  • 2. 2 SVP of Sales, Partnerships, and Customer Success Norman Happ nhapp@evernote.com My Journey 8 years leading Sales/Marketing for Intuits Small Business Division Founder of two technology startups Based in Silicon Valley, California
  • 3. 3 Contents Introduction Identify the buyer Define the price point Phases of GTM Awareness Consideration Decision (Sell) Takeaways 1 2 3 4 5
  • 5. 5 Engineering Product Management Marketing Finance Human Resources Recruiting Communications Sales Everyones in Sales?
  • 6. 6 Who is Your Buyer? Their buying cycle for your category? Where do they congregate? Who influences them?
  • 7. 7 What is Your Product Price Point? $69/year $16.5 million vs.
  • 8. 8 Presentation title 01/01/2019 Lifetime Value : Customer Acquisition Cost Lifetime Value (LTV), the average revenue a single customer is predicted to generate over the duration of their account. Customer Acquisition Cost (CAC) is the average expense of gaining a single customer.
  • 9. 9 Awareness Where can you reach your buyer? Where do they congregate? Consideration How do you get their attention? How do you educate them? Decision/Sell How do they prefer to be sold to? Is there a particular time to sell to them? Steps of the GTM motion
  • 10. 10 Where to reach your buyer? Steps of the GTM motion: Awareness
  • 11. 11 Where to reach your buyer - Annual Event? Steps of the GTM motion: Awareness
  • 12. 12 74% of business buyers told Forrester they conduct more than half of their research online before making an offline purchase. Make sure the buyer is seeing your messaging! Educating Your Buyer Steps of the GTM motion: Consideration
  • 13. 13 Marketing automation for reaching & educating your buyer Educating Your Buyer Steps of the GTM motion: Consideration
  • 14. 14 Let the product be the hero? Free trial Live demo Hooking your prospect onto your product is the best method to convert them to a customer. while reducing price sensitivity & shrinking the sales cycle Educating Your Buyer Steps of the GTM motion: Consideration
  • 15. 15 Steps of the GTM motion: Decision/Sell Method for your product? Online/Self-Service Inside Sales Via Trusted Partner OR Re-seller In-Person/Face-to-Face How are prospects going to buy?
  • 16. 16 Purchase Education: Decision/Sell The Selling Team: Online/Self-Service: Performance marketing Funnel optimization (Engineering) Inside Sales Inside Sales Reps/Sales Dev. Reps? Sales Managers [Sales Engineers] [Training/Tool Admin/Compensation/Etc] Who Is The Sales Team?
  • 17. 17 Steps of the GTM motion: Decision/Sell The Team who is Selling? In-Person/Face-to-Face (aka. Field Sales) Account Executives Sales Managers Sales Engineer? Via Trusted Partner OR Re-seller Partner Manager Channel Manager [$$ Market Development Funds] Who Is The Sales Team?
  • 18. 18 Making it an easy decision How does YOUR customer make the decision? Considerations: Annual budget or planning cycle? Level of approval required? Contract/legal review required? Steps of the GTM motion: Decision/Sell
  • 19. 19 Key Takeaways 1 2 3 Every employee must feel responsible for sales Know your target customer & how they buy in your category Build the selling motion specifically to your product economics (LTV:CAC)
  • 20. Cheers Dublin. SVP of Sales, Partnerships, and Customer Success Norman Happ nhapp@evernote.com