- I work with a lot of SaaS founders, to help build them a
differentiated Go-To-Market Machine. So in this episode,
am gonna walk you through three strategies
that you can use, to grow your SaaS business
faster, with, a differentiated Go-To-Market Machine intro,
(Upbeat music)
What's up, everybody, welcome to unstoppable, I'm TK.
And on this channel, I help SaaS founders.
Like you navigate the path to the next stage of growth
with an unstoppable strategy. If you are new to the channel,
welcome, I drop an episode like this every Sunday,
Wednesday, and sometimes on Fridays
to help you actually grow your SaaS business fast.
Be sure to hit the subscribe button and that bell icon.
So you get notified every single time.
I drop an episode with, the TK Energy and if you're already
part of my SaaS, Go-To-Market coaching program,
if you're part of our community, welcome back.
It's really great to have you here. So in this episode,
I'm gonna dig a little bit more into, your Go-To-Market
Machine and three strategies that you should deploy
so that you can grow your SaaS business faster.
I picked up these three strategies
when I was running ToutApp.
There was one point in ToutApp where we almost died.
Like literally things weren't working.
We were spending too much money.
We were running out of cash
and we had to do three very specific things
to actually turn the business around.
We ended up having our largest quarter in company history,
and then we ended up selling the company.
That's how I first learned about these three strategies I'm
gonna share with you. And then again,
I joined the executive team in Marketo because Marketo
bought ToutApp and I had front row seats on as we drove
this two year transformation from Marketo
and it sold to Adobe for $4.75 billion. And ironically,
it was also these three same strategies
that actually got used to actually drive that growth,
that transformation over the next, over the two years,
these are some universally true strategies.
They're incredibly powerful,
and I'm gonna dig into them and explain how you can apply
them to your SaaS business. If you're excited, digging,
go in and smash that like button,
and let's go into a principle. Number one, strategy,
number one, strategy number one is you need to look
at your SaaS business. You Go-To-Marketing Machine,
you need to revamp your strategic narrative.
This is something that we had to do at ToutApp.
This is something that Marketo did really well while I was
there and the executive team.
Revamping a strategic narrative
means, you actually take a step back
and look at what's going on in the market,
what your competitors are talking about,
in terms of the problem you're solving,
what the dynamics are, how you differentiate
and you craft a brand new strategic narrative.
Now I call this a Manifesto
and as part of my Unstoppable Sales File Framework,
if you haven't learned about Unstoppable Sales Funnel,
yet, you can check that video out here,
where I talk more about it. I'll link to it below.
You don't have to go right now,
but, the whole idea is, you have to have a unique point
of view, about what's going on in the market
and why every single person, that is in the market
to purchase your kind of software, should go with you.
That feeds into the strategic narrative,
that feeds into your Manifesto.
So the first thing I would do, if I were to work with you
is, Hey, let's go revamp your strategic narrative,
because if you can start there,
everything else becomes a little bit easier.
When I've worked with founders to revamp their strategic
narrative, I've seen their product strategy,
their market strategy, and even the Go-To-Market Strategy,
get tighter and a lot more clear and a lot more purposeful.
I got a text message, from one of my clients
are in the SASCO market program.
And he wrote in he's like, he was a little bit in disbelief.
We use Voxer. So we use walkie talkie messages.
And he was like, Hey, I was in a kickoff call
and a customer wanting to know if they could use the slides
from our strategic narrative in their next board meeting.
And that's when you know,
you got the messaging really dialed in,
when you get the messaging really dialed in
and your customers will be like, can we use that messaging
to explain to everyone else in our company or a board
for that matter, on why we're using you guys
and how we gonna be using you and what the opportunity
is. So, revamp your strategic narrative,
that's principle, number one,
you do that, you will actually grow your business faster.
The second thing that I always look at, is, find the most
lucrative segment of the market for you.
Every company is better equipped to serve a certain part
of the market, and when they can hone in
on that very specific part of the market
they can actually serve that better than anyone else,
they can differentiate that better than anyone else.
And they can grow a lot faster in that specific subset
of the market versus trying to be anything and everyone
to everyone. For ToutApp, for example,
when we were in trouble, we had a small business team.
We had a mid-market team. We had an enterprise team.
We almost had like a corporate person who test that out.
We were in multiple segments and we were no way equipped.
We were too small of a company.
We're only about 80 people at that time to actually serve
all those markets, in an effective way.
Coupled that with the competitive dynamics that existed,
it was actually impossible, for us to serve all of them
effectively and profitably.
So what we did, was we found the most.
Lucrative segment of the market for us.
And because we did that, because we started to focus more up
market, we slashed a small business teams.
We set a prize floor.
We ended up having one of the biggest cores in company
history who quadrupled all their deal sizes.
Everything started to get better, because we focused
in, on a very specific lucrative segment of the market
that was unique to our company.
So what you need to figure out,
is what is the most lucrative segment of the market
for you guys that will help you drive
growth faster? And this is such a powerful principle.
I was shocked. I was shocked to see
us using the same principle when I was in Marketo
and we were running that transformation.
We ended up actually doing an ICP exercise
and started to focus in on a specific part of the market,
even more. And we actually started going up market as well,
and that allowed us to grow a lot faster and also repelled
the people that weren't gonna be good customers
in the long run. So this is super powerful.
Now, before I go into number three,
let me pause here for a second.
If you are getting value from this,
if you're getting some aha moments, first of all,
smash out like button for the YouTube algorithm.
Second of all, comment below with what insights,
you've gotten, what you would do differently,
especially when it comes to your market segment
and also your strategic narrative and your strategic message
or your Manifesto, which is what I call it.
So comment below, I'd love to hear from you
on what your thoughts are and three,
if this is top of mind for you,
I encourage you to check out.
My SaaS Go-To-Market program.
It's a coaching program where we work
on these things together.
So you can learn more about that at tkkader.com/gtm,
I also link it below, but let's go to principle.
Number three, principle, number three is it's.
It's like a couple of different trends and marketing,
but I put it in one play.
And I, this, always drives a lot of growth
for any SaaS business that I've been part of.
And that's the combined three core concepts. Number one,
you should figure out your dream, 100, number two,
you should deploy an ABM methodology. And number three,
you should also incorporate outbound and they all connect
connect together, but they're different things.
So I didn't wanna bastardize it.
I wanted to list all three,
but let me explain what this means.
What you should do, is map out, once you have this strategic
message that's revamped, right?
And there's a specific way to deliver it.
I call it a Manifesto.
Once you have a lucrative segment of the market
that you've identified,
then, you should map out your dream 100 customers,
the customers that should be your customer. They're not yet.
Maybe you haven't sold to them yet.
Maybe you haven't talked to them yet,
but make a list of your dream 100 customers.
These are the customers that, they should be your customers.
You can perfectly serve them because they're in the right
segment of the market and they need what you have.
And you should figure out how to go to them.
Part of that is account based marketing,
which is an entire discipline. And there's probably,
I'm gonna do an episode on account based marketing,
actually account based marketing outbound.
I'm gonna do an entire episode on it.
So if you're not subscribed, be sure to subscribe.
So you get notified on that and hit that bell icon.
And then, and you should do account based marketing
and you should also do outbound.
Now, why did I split up account based marketing outbound?
Because, it honestly the slightly separate disciplines,
your dream 100, will make sure you have a list
of all the people you absolutely wanna have as a customer.
The ABM piece, will make sure you'll start to mobilize
messaging to them. The way we did this at ToutApp
is, we sent them books that we published.
That was our Manifesto on how to actually drive more sales
for their business and accelerated their growth.
We did physical mailers,
and that kinda was our big ABM strategy.
And the third piece is you should also start emailing them
or getting referrals to them and engaging with them
in a very specific way.
Where we can teach them about this opportunity
that's happening. So that's the third principle
that I would do. I would figure out your dream 100.
I would actually, deploy an ABM and outbound practice
so that you can actually start to go to these customers
instead of just waiting for whoever comes in
through the door.
And that's how you really get the growth going.
The whole point in this.
Like, if you think about all of these things
that I highlighted, it's about getting more proactive
about your growth. It's about being more purposeful
about where you can add the most value,
differentiating your message.
So you can actually communicate like how you're different
and actually driving it to them and actually showing up
at their front door and saying, Hey, we should do business
together. And here's why, and teach them the unique point
of view that you have in your business
that will help them grow faster as well.
So, in conclusion, in order to drive grow,
these are the three strategies
I've consistently used, multiple times.
And I teach in my Go-To-Market program.
Number one, revamp your strategic narrative.
Number two, find the most lucrative segment of the market.
And number three,
use a dream 100 strategy coupled with ABM and outbound,
and then you will be able to grow faster.
Now, I gave you an overview on these three strategies.
I live and breathe.
These strategies, as I work with founders, for their SaaS
businesses, to help them build a differential,
Go-To-Market Machine.
So, if you wanna work with me to actually built this
differential market Machine
then, check out my SaaS
Go-To-Market program. My SaaS Go-To-Market program.
We help you do three things. Number one,
we hone in on the right ICP to go after for your next stage
of growth. Number two, we revamp your strategic narrative.
We created a new Manifesto. Number three,
we mobilize it through what we call a Broadway show to learn
more about this, go to tkkader.com/gtm.
We are accepting new members. So follow that link.
I'll also link to it below.
I'll also link to a couple more related videos
around driving growth for your SaaS business
that you may find helpful down below.
If you got value from this video,
be sure to smash that like button for the YouTube algorithm
and also my team. It just means the world
to us to see these videos getting as many hands as possible.
If you have a friend, a co-founder,
a team member, that would get value from this video,
please share it with them as well.
Feel free to use the tweet to link link.
Tweet, to click,
feel free to use the click to tweet link down below to tweet
this out as well. I'm very active on Twitter.
You can follow me there.
And if you have questions put in the comments below,
I'm happy to answer any questions that you have.
And remember, everyone needs a strategy for their life
and their business. But when you are with us,
yours, is gonna be unstoppable.
I'm TK. I'll see you in the next episode.
(Upbeat music)