THE GO TO MARKET HANDBOOK FOR B2B SaaS LEADERS: HOW TO STACK THE ODDS IN YOUR FAVOUR WHEN SCALING YOUR SOFTWARE BUSINESS
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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. Today we run a B2B SaaS Growth Consultancy called Vencha (www.vencha.team), teaching SaaS businesses this very methodology.
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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. 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.
ASIN : B0CJ45462M
Publisher : Axelerants Limited (September 15, 2023)
Language : English
Paperback : 259 pages
ISBN-10 : 9693692810
ISBN-13 : 978-9693692815
Reading age : 12 – 18 years
Item Weight : 11.6 ounces
Dimensions : 5.5 x 0.59 x 8.5 inches
5 reviews for THE GO TO MARKET HANDBOOK FOR B2B SaaS LEADERS: HOW TO STACK THE ODDS IN YOUR FAVOUR WHEN SCALING YOUR SOFTWARE BUSINESS
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Uwe Bürgin –
What a lousy print quality: Most charts are not readible !
Achal Kagwad –
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 Proposition2. Testing Thesis3. Ideal Customer Profile4. Defining Market Map5. Setting up Product Messaging6. Creating Demand for the software7. 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 etcOverall a good read and some good must know concepts observed after reading this book.
Juan Monedero –
“Go To Market Handbook” es una verdadera joya. No lo dudes, léelo si eres un fundador en fases iniciales o estás experimentando una ralentización de las ventas.Te lleva de la mano y te guÃa a través de todo el proceso, desde la definición (o revisión) de la propuesta de valor, su puesta a prueba, la definición de tu ICP (¡reduciéndola significativamente!), la construcción de tu mapa de mercado, afinando el mensaje del producto, la creación de demanda, la creación de tu equipo de ventas (cuándo, cómo y cuáles son los pasos, cuándo pulsar el botón de “escalar”, qué buscar en un VP Sales y cuándo), la generación de demanda y las ventas, la fijación de precios….Es un viaje completo para definir o revisar to go to market. Aunque corto entra en todos los detalles porque no se adorna ni alarga. Cero bullshit.Altamente recomendado.
SE –
If you’re in the SaaS game, this book is like the friend who’s been there, done that, and lived to tell the tale. Richard, Paul, and Chris have packed years of experience and hard-earned wisdom into this gem.First off, I love how the authors don’t sugarcoat anything. They’re not afraid to talk about their journeys’ ups and downs, the bruises and the battle scars. It’s a breath of fresh air; no pretences, just real talk. You can’t help but trust these guys because it’s obvious they’ve been in the trenches.The book doesn’t just preach; it gets its hands dirty. The authors give you concrete steps and how-tos through ten incredibly helpful workbooks. Itâs almost like a DIY manual for getting your SaaS business on the map. I couldn’t help but grab a pen and start scribbling notes as I was reading; thatâs how actionable the advice is.One thing that really struck me was how inclusive the book is. Whether you’re a Founder feeling stuck as your business starts to plateau, a Tech Wizard whoâs nailed the product but is scratching your head about the whole ‘sales and marketing’ thing, or you’re new to this wild SaaS worldâthere’s something in here for you. The authors spell out specific scenarios and pain points, so you’ll likely find yourself nodding along and saying, “Yup, that’s me.”But it’s not just about problem identification; this book offers solutions. It gets into the nitty-gritty of core value propositions, sales team dynamics, and even perfecting your pitch to investors. I love the bit where they delve into crafting your “pain statement” and testing it with different customer personasâitâs pure gold!I also appreciate the workbook format. Itâs one thing to gobble up information, but the workbooks push you to pause, reflect, and actually implement what you’ve learned. By the end of it, youâll feel like youâve been through a boot camp but in a good, ‘I’m-ready-to-take-on-the-world’ sort of way.In summary, “The Go to Market Handbook for B2B SaaS Leaders” is more than just a book. It’s a mentor, a reality check, and a toolbox all rolled into one. If you’re serious about making your mark in the SaaS industry, I can’t recommend this book highly enough. This isn’t just about hitting sales targets; it’s about thriving in a space where many have faltered. And with this book in your arsenal, you’re already one step ahead.ððððð (5/5 Stars)
Amazon Customer –
I really enjoyed reading this book. Super actionable advice and guidance. The authors draw from their extensive experience to deliver informative, highly valuable advice for founders facing growth challenges, technical founders seeking improved sales and marketing strategies, and newcomers to the SaaS landscape.What sets this book apart is its hands-on approach. It doesn’t just share success stories but provides concrete tools and advice for addressing real-world obstacles. The step-by-step guidance ensures readers can apply each chapter’s insights directly to their businesses.An engaging and valuable read for anyone in the software industry.