All Things SaaS

With a focus on product marketing, M&A integration, revenue ops and demand generation

Tag: Product Marketing

  • The two metrics that matter for marketing investments

    In this era, when money is no longer cheap and every enterprise SaaS company is watching their burn/spend very carefully, there are two metrics matter the most, when justifying making a marketing investment.  The two metrics that matter the most are a) Customer Acquisition Cost (CAC) and Customer Lifetime Value (LTV)?  Any big marketing investment…

  • Pricing Matters

    It is a new fiscal year for many of you and you may be considering tweaking your pricing models this year.  Having done a few SaaS enterprise pricing engagements in the past, here are seven considerations, as you revisit pricing. These seven considerations are valid irrespective of your pricing model – whether it is per…

  • Build, buy or partner, and the rule of 40

    There are various ways to look at build vs. buy vs partnering decisions for new products.  Each comes with its own pros and cons. The most conventional wisdom on pros and cons is: There is also another filter when you evaluate build/buy/partner. Build and buy must be accretive to your business, while partnering can be…

  • When should you revisit and revise your go-to-market (GTM)?

    Last week a client asked me when a Go-to-market plan should be revisited.  My response was that in any of the following events, GTM plans should be revisited. I recommend looking at your GTM once a year to decide if you need to make some tweaks to align with your planned products/segmentation/target geos/ channel/pricing etc.…

  • Win Loss Analysis – some thoughts

    A few of you have recently reached out to me regarding win-loss analysis. I had written multiple posts on it a while back, but wanted to revisit a few points. Why is it essential? If you don’t have a formal win-loss program, I recommend getting started as soon as possible.  If you have one, consider…

  • Use Case framework: The most important step in creating industry messaging

    As you create your industry specific messages for your horizontal product, one of the first activities you need to undertake is to develop a use case framework for the target industries.  Once you have defined the use cases, creating the rest of industry messaging becomes easier.  Following is the three-step process I have used to…

  • Assess what worked well and what did not in 2020, to help you frame your 2021 product marketing plan

    With 2020 behind us, this is a good time to assess how well your 2020 product marketing plan worked and where the gaps were – for messaging/positioning, pricing, sales/partner enablement, and content. It will help you identify where are the biggest opportunities for improvement in 2021. For example: Can you significantly reduce the sales onboarding…