Software SaaS

“Software is eating the world,” wrote Marc Andreessen, co-founder and general partner of venture capital firm Andreessen Horowitz. And for good reason, software is solving previously unsolvable legacy industry issues creating massive opportunity. There is a repeatable recipe for SaaS company growth that begins with product marketing, continues to revenue operations (“RevOps”), then demand generation (“demand gen”), and finally operationalizing sales, freemium (“classic” product led growth technique) and growth programs.

Product Marketing: Sales & Product Led Growth

Most SaaS companies begin with small businesses (“SMB”) and then move upmarket to larger average order value (“AOV”) enterprises which tends to be correlated with the revered “unicorn” status, aka reaching a $1 billion or greater valuation. The SaaS winning recipe usually starts with a sales-driven or product led growth, sometimes both. All approaches being with a product marketing focus for a clear & impactful go-to-market strategy. Sales-driven approach will start with networking among existing business relationships and then business development reps (“BDR”) executing multichannel cadences of cold outreach (i.e. list-based solicitation, never met these people before). Product led growth will begin with the “classic” freemium, try before you buy, made famous by companies like Segment and Trello (now Atlassian).

Revenue Operations (“RevOps”)

Revenue Operations (“RevOps”) infrastructure is usually missed until it’s too late, i.e. you’ve accumulated a massive database of dirty data which makes it easy to miss leads and provide reporting for operational and executive level consumption. I remember working a multiple companies who spent millions of dollars on cleaning up CRMs because RevOps was neglected. There is cohort of emerging companies, typically unicorn alumni, who are investing in RevOps early because they learned these lessons the hard way. They typical RevOps foundation building includes a focus on data governance, lead flows, attribution, and reporting.

Demand Generation & Customer Acquisition

Demand Generation (“Demand Gen”) aka paid advertising and digital marketing supports customer acquisition whose economics make or break ability to execute on funding rounds. Some of these tactics include paid search, account based marketing (“ABM”) display (i.e. targeting a list of prospective companies most suited for your product), influencer posts, partnerships, and copromotion to increase awareness among the target audience and entice some to try and/or demo your product.

Operationalize Growth Programs

The growth mindset requires discipline. Run intelligent experiments, learn from them, iterate until you win, rollout, and repeat. Simple process but again, requires discipline, as well as experience and creativity. This requires a Marketing & Behavioral Analytics function. Advanced experiments utilize MarTech & Personalization.

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Growth Marketing Advisors built Time Study’s marketing machine to help 4x annual recurring revenue (“ARR”) and attain its next two funding rounds from VCs with extensive SaaS portfolios. Learn More.

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