- So there's this one thing.
The second time founders obsess over
and first-time founders don't know any better
that including myself, I made the same mistake.
It's distribution.
The second time founders obsess over distribution
they obsess about go-to-market strategy.
Now don't get me wrong.
Product is important, but if you don't have distribution,
nothing else matters.
So in this episode, as we get into 2021
I wanna make sure you drive growth for your SAS business.
I wanna make sure you drive Epic growth
for your SAS business.
And so I'm gonna walk you through
the three things you absolutely need to know to make sure
you nail your, go to market strategy
your distribution strategy, because it really matters.
Nothing else matters beyond that.
- ( upbeat music)
What's everybody welcome to unstoppable I'm TK.
And on this channel, I help SAS founders like you
grow your SAS businesses faster
with an unstoppable strategy.
First of all, happy new year.
Second of all, if you are new to this channel, welcome
I dropped an episode like this three times a week
with the TK energy to help SAS founders like you
grow your SAS businesses fastest.
So be sure to subscribe button and that bell icon
because when you do that, you'll get notified when I drop
an episode like this.
If you're already part of our community
if you're part of my SAS good market coaching program.
Welcome so awesome to see you over here.
All right, so I started this podcast recently.
It's called SAS and scotch, SASA scotch
and it's the two things I love the most.
It's a lack of in scotch and SAS businesses.
And the thing I'm doing in the podcast, which I don't do
in this YouTube channel is I'm interviewing people
and I'm not interviewing people who are massively successful
and have gone to the beach
and now have all the answers like that.
There's enough podcasts like that.
I'm also not doing interviews where it's like theatrics
cause there's enough podcasts and it shows like that.
What I'm doing is interviewing founders who are
actively doing the Shawshank, crawl to product market fit
founders like you and me.
And it's been super rewarding.
I'll link to it below,
Or you can just go to TK cater R com slash podcast two.
It's an all major podcast platforms.
But as I've been doing these interviews
there's one pattern of star to see
because I've interviewed some founders that are going
in for the second time and they're in the Shawshank crawl.
And one of the big things I focus on
is like, okay, what's different.
Second time around, like, how are you doing this?
What are you doing differently?
And the one thing that consistently steaks out
is the fact like almost guaranteed.
They're like go to market distribution.
I can attest to this when baby TK was starting out tout app
I focus a lot more on product and I didn't focus as much
on go to market until I was forced to
there was this one investor that sat me down
incredible investor, Owen Davis.
He was one of our early investors and he was like, TK
I know you love product
but you're going to have to let the product get to 80%.
So that go to market catches up.
Otherwise it won't matter.
No one will use your beautiful product.
And that, that struck me.
We were sitting in some random Starbucks in New York city.
That's where Owen is and it struck me
and I had to make that change.
And it was tough to get out of that one more feature trap.
And as I interview these second time founders, as I think
of myself as a second time, third time founder.
I'm like, Oh man, like it's so true.
Distribution trumps everything
because the more distribution that go to market, you have
the more customers conversations you're gonna have ,
the more customer conversations you're gonna have.
The more they're gonna tell you what they actually want
versus what you think that they want.
So everything becomes easier.
Even your product becomes a better.
So in this episode, I wanna dig into the three principles,
you absolutely need to know to strengthen your go to market,
to fortify your, go to market, to double down
on your, go to market, to have the best year of growth ever.
That's what we're gonna dig into.
The three things that that will just put, put you on turbo.
So excited, dig and go to smash that like button.
And let's go to principle number one before your go
to market strategy in 2021.
Principle number one is you got to nail
double-down your ICP.
ICP is your ideal customer profile
but it's also your initial customer profile.
So what I want you to do is ask yourself
what revenue am I in right now?
What revenue do I want to get to right now?
So let's just say you are at a hundred K
of ARR and you want to get to a million in ARR right now.
I want you to take that difference, 900 K.
I want you to think about what your average deal size is.
You divided by that average deal size.
And you figure out how many clients you need,
assume a 20% win rate.
So that means that's how many leads you need.
All right, are you starting to get the math?
Now, that is your initial customer profile.
All right that's how many leads?
Who are these people?
Where do they live?
What are they about?
That's your ideal customer profile
your initial customer profile.
A lot of times when I talk about ICP,
founders are like trying to calculate the whole world,
get this big tam.
Really what you need to do as nailed on your ICP
for this year .
Who are the leads,
and the customers that you really wanna target?
What do they look like?
That is going to get you to your revenue goal
and not just, if you, if you need 50 clients
with your average deal size, it's not 50 it's 50 times 1.2
or I'm bad at math, but you get the idea.
You're gonna need a lot more leads
and you're going to close 20%
of the leads to get to the 50 number.
So what is your ICP for that?
That's it get super specific fortify that
really really defined the ICP in that level of detail.
You do that I promise you, it's going to bring a lot of
clarity and your go to market strategy for this year.
The second principle is your manifesto.
Your manifesto otherwise known as your strategic message
or your strategic narrative.
You need to actually define that, you need to build that.
It may take a week, it may take two weeks.
It may take a month, tt may take three months.
I don't know.
It depends on how good you are at developing these things.
You need to do it.
Here's why as part of the go-to-market strategy
you gonna have to put stuff on your website.
You gonna have to write emails.
You gonna have to have ads.
If you're not doing it
your junior marketing person is going to be doing it.
You probably have a junior to mid-level marketing person
who's gonna have zero early stage.
You can't afford a senior seasoned marketing person.
That's just the way it is.
So if you don't have a proper manifesto
a proper strategic narrative
all those things are going to be ad hoc.
If you actually build your manifesto, then you're
gonna actually have a proper narrative that will deploy
into every single touch point the customer has
with you and your brand.
You'll have a clear value proposition.
You'll have a clear explanation
of why they need to take action now.
If you do that, every single execution piece
that you or your team does will actually Up level.
If you don't do that, everything's gonna be at hoc.
Everything's going to be disconnected.
There won't be any Cohesity around the brand or the message
and won't quite work would just be spinning your wheels.
So principle number two is nail your strategic narrative
Neil, your manifesto.
Do you wanna learn more about how to create a manifesto,
I had a video on this how to create a manifesto?
It gives you some high level principles.
You can also follow a link
below you don't have to go right now.
And I dig a little bit more
into how to really revamp your manifesto.
All right, now, before I go to the third piece
which is equally important
can we just pause here for a second?
If you're starting to see the patterns on this
you start to see the importance of this.
If you start to see, okay,
TK may have talked about these pieces before,
but I see how it's more important than ever
in 2021 for me to drive growth.
Can I just get a yes.
In the comments below also special?
I like button for the YouTube alogrithm.
It really likes it I really like it.
And the team really likes it.
We just really want to hear from you.
So put a yes, put your thoughts,
put your reflection, put your questions.
We will respond to anything and everything
in the comment thread.
Also smash that like button for the YouTube algorithm.
If you're starting to see this if you starting to see how
building your ICP not at like the compute the world,
like dream way but like literally what's my number.
How many leads do I need?
How many accounts do I need?
Who are they?
Like build up initial customer profile for this year.
If you start to see how building the strategic narrative
will make everything else a lot easier
then keep me with a yes, this is super powerful guys.
And I've done this before.
It raises all ties, it rises all the time.
It just puts you on accelerant.
It's super powerful.
Okay, now before we go to the final principle
if you are building this stuff out
and you wanna proven framework to follow
if you want to just work with me to build this stuff out.
So you have a 2021 go to market machine
check out my SAS, go to market coaching program.
This is exactly why I built it based on hard lessons learned
and actually doing this for the last 15 years.
That's why I built this program.
All right, now let's go to principle number three.
All right, now I'll give you more details
about the programming in.
Principle number three is your Broadway show.
Now most marketing teams will go in every week
and be like, what do we do now?
We run this ad, we run this blog Post
we'll hire a content person.
We'll do this, we'll run a webinar.
They're all over the place.
Now I learned this from Russell Brunson.
And Russell Brunson talks about this instead of doing
a whole bunch of things every week.
And it's all random.
What you wanna be doing is running one Broadway show.
If you have your eye and this compounds on each
of these three principles, if you have your ICP, right
you know exactly who you wanna be targeting.
The type of people you wanna be targeting.
You have your strategic message your manifesto
that you can use to attract these people.
Then what you wanna be doing is running a Broadway show
a consistent show every week that uses your manifesto
to attract them and bring them
into your trial or your sales process.
And you wanna run that same show
over and over and over and over and over.
And you do that.
You'll grow it'll compound more
and more people will know about you.
They'll keep seeing you they'll see the consistency.
They'll see the urgency from the mat.
They'll read the manifesto.
They'll trust you.
And they'll come
into your sales side of the marketing process.
So that's principle number three.
Don't do a bunch of ad hoc things every week and say
what are we going to do?
Now run a Broadway show.
Those are the three principles to recap.
Number one, your ICP.
Number two, your manifesto.
Number three, your Broadway show.
You do these three things.
It will strengthen your go-to-market strategy.
It'll strengthen and fortify.
Your go to market machine.
It will make you an unstoppable force
in the market to go dominate in 2021.
If you don't do these things
then you will be stuck in the one more feature trap.
You will not optimize for distribution.
You will keep telling yourself like
with this one more feature, we're finally going to nail it.
Or we'll this one more blog post people will finally
start to pay attention to us.
Those things don't work.
You need a proper go-to-market machine to drive growth.
You need distribution.
And these are the three things that really
bring it together.
Also there's a difference between strategy and execution.
Strategy are these things.
This is where you really look at the obstacles in the market
and you actually figure out a design and how to
overcome them and actually have a cohesive plan of attack.
Execution is when you actually run that ad
or do that blog post and update that website copy
and run that webinar or send that email.
But if you do those things disconnected
from an actual strategy, then it won't work.
So you need to do both.
And that's why this is super, super important.
So to recap, number one, ICP number two, manifesto,
number three, Broadway show.
Now, if you want help doing this
if you wanna follow a framework, if you want my coaching
and building out your go to market strategy and machines
so you can dominate in 2021, then I invite you to
apply to join my SAS go-to-market coaching program.
It's super simple.
Just go to TKKADER.COM/GTM over there.
You'll see all the details on the program and what we talked
about in there, you'll have an application form.
You just fill out some questions
and we follow those questions.
It'll help us understand where you are
and if we can help you the better the fit
the better the results we'll get on a call
and you and I will actually get
on a call and we'll talk through your application.
And if there's a great fit, I'll answer any question.
We'll take it from there.
That's it, that's the SAS qroup market coaching program.
And inside of that program, I give you the training.
I give you the framework to follow.
I'll give you the examples.
I give you my coaching.
I run a mastermind call every Wednesday with all the CEOs
in the program, and we help make sure
that you have an unstoppable go to market machine.
That's what the program is all about.
And I'm so pumped about kicking off this program in 2021
2020 was an incredible year for the program.
We've had some amazing success stories.
So we're really excited about taking it to the next level
in this, in this year.
And so I invite to apply to join and we'll get on a call
and figure out we can actually help you get
to that next stage of growth.
Just go to TKKADER.COM/GTM.
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When we see that comment below
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Lastly, remember everyone needs a strategy
for their life and their business, especially in 2021.
But when you are with us, yours is going to be unstoppable.
I'm TK.
I'll see you in the next episode
- (upbeat music)