THE GO TO MARKET HANDBOOK FOR B2B SaaS LEADERS: HOW TO STACK THE ODDS IN YOUR FAVOUR WHEN SCALING YOUR SOFTWARE BUSINESS
£23.70
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.
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. Renewals are harder to achieve, once automatically accepted upsells are being rejected and pricing is being squeezed. 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.
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Additional information
| Publisher | Axelerants Limited (15 Sept. 2023) |
|---|---|
| Language | English |
| Paperback | 259 pages |
| ISBN-10 | 9693692810 |
| ISBN-13 | 978-9693692815 |
| Reading age | 12 – 18 years |
| Dimensions | 13.97 x 1.5 x 21.59 cm |
by Olivia
If you want to increase the odds of your startup having a successful exit one day, then this is a must-read book from start to finish. The way in which the authors lays out and explains the 10 workbooks makes it really easy for any current or future founder to understand and relate the advice to their own business. Take the extra time to re-read and internalize the chapters around identifying pain. No pain, no deal.
by 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. It’s 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; that’s 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 who’s nailed the product but is scratching your head about the whole ‘sales and marketing’ thing, or you’re new to this wild SaaS world—there’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 personas—it’s pure gold!
I also appreciate the workbook format. It’s 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, you’ll feel like you’ve 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.
???????????????????? (5/5 Stars)
by Lucas
Imagine having access to the collective wisdom of seasoned founders who have been through it all. Well, now you can! ???? “The Go To Market Handbook for B2B SaaS Leaders,” ???? is a must-have resource for early-stage founders.
❔Who is this book for❔
1️⃣ ???????? Founders and builders of early stage B2B SaaS startups, you’ll benefit the most! If there’s one book you should read this year – and then study, and come back time and again, it’s this one! ☝️
This playbook is a game-changer for two types of founders:
???? You’ve raised seed or Series A funding but are facing growth challenges – from slowing sales to pricing pressures? This ???? resource will guide you through the inevitable ups and downs of entrepreneurship.
???? You’re a first-time founder with limited sales and marketing experience, or venturing into the SaaS realm? “The Founder’s Playbook” will help demystify the Go-To-Market (GTM) process and considerably boost your chances of success! ????????
2️⃣ Mentors or experts running an accelerator or incubator program, this is a must-read for you! It’s a page-turner (I’ve read it over the weekend!) packed with fascinating, real-life examples, deep expertise and the best advise you can get on designing and successfully executing the GTM strategy! ????
3️⃣ ????????♀️ Active VCs and aspiring VCs focused on early stage B2B startups eager to help your portfolio companies – this book is packed with gems ???? and is worth it weight in gold!⚱️
4️⃣ ???? Anyone interested in deep understanding of the GTM and designing a winning strategy for B2B software startups ????
by Olivia
Building a business is tough, and this book provides 10 practical workbooks that bring to life the key challenges you’ll face.
Its not just theory. Each workbook describes specific workshops for you and your leadership team to engage in, with example diagrams and tables for you to complete as you re-evaluate your ideal customer profile, your value proposition, and that you’ll market, sell and price your product.
Essential reading for any founder on their journey to product market fit and beyond.
My favourite line comes in the section about defining a vision, where the authors describe a vibrant session with an external marketing agency.
One of the vision statements put on the screen is for the hotel chain Ritz-Carlton “We are ladies and gentlemen serving ladies and gentlemen”.
Just wonderful!
by Mr Charlie Cowan
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.