Your Go-To-Market System

Have you noticed that at every SaaS company, there are a few accounts (less than 10%) that are driving 90% of the growth?  Have you noticed that a very small percentage are referencable?

The reason?  Your GTM system (e.g. product, pricing, professional services, support) provides tremendous value for a very specific type of customer.  However, your customer base is diverse.  You have customers that span over 20 industries.

By changing our focus and thinking about GTM as a unified system, we can begin to ask ourselves why specific types of customers derive much more value from our SaaS.  Our system works well for some customers, but for the majority of our customers, the system is sub-optimal.

What you will find is that your customers have a variety of different value drivers.  Our GTM system can only serve so many masters.

The solution?  We need to start to understand our fit across various customer segments.  Once understood, we can prioritize our roadmap and service offering to improve fit for high-value customer segments.