TK | Unstoppable

92% of SaaS companies fail within 3 years despite growth and funding. Here's 3 major principles to follow to beat those odds: 1. Market You can have an OK team and an OK product... but if you're in a hot market with an urgent and important problem with an underserved need, you'll do GREAT. 2. Go-To-Market SaaS is noisy and the barriers to entry are becoming lower than ever. Sending 1,000 emails to sell your product is becoming easier than ever. To win, you need to have a 10X differentiated message. 3. Product You know you've got a GREAT product when the buyer has to have it after the demo. If they don't feel the need, either your demo sucks, or your product is not 10X better than the competition. When your Market is identified and you have a great product, you'll want to have a differentiated GTM strategy to rise above the noise. If you want to beat those odds and scale your SaaS company to the next stage of growth, I have a 5-Point SaaS Growth Strategy Guide for you. It entails the 5 critical parts of a successful Go-To-Market framework. Click the link in the comments to learn more 👇

Here's 4 reasons why you shouldn't put off building a Go-To-Market strategy... Even in Q4: 1. GTM forces Founders to level up and sharpen their Sales and Marketing skills. YOU CAN'T OUTSOURCE THIS. The sooner you level up on this and master it, the better off you and your business will be. 2. Going through the process of creating your ICP, positioning, messaging, and strategic narrative clarifies everything you do in your business and the true value you're delivering to the customer. 3. Building a GTM strategy creates customer conversations and builds a proper feedback loop for your entire team. Having a feedback loop creates a better product and a more well informed team. 4. Lastly, you might be building the wrong product. Until you actually try to "sell the product," you won't really know if you're building a product that solves an urgent and important problem. If you're a scaling SaaS Founder and you'd like to establish a proper GTM strategy to end the year off strong and build momentum for 2025, grab a copy of my 5-Point SaaS Growth Strategy Guide. Link in the comments below (choose recent comments if you don't see it) 👇

Founders who don’t embrace the Go-To-Market phase fail. Here’s why… • You won’t attract the right customers, generate revenue, or scale your business. • You’ll miss critical market feedback, leading to building the wrong product or missing product-market fit entirely. • You’ll struggle to bring in top talent and investors. So how can you avoid these pitfalls? 1. Take a look at your outcomes/data that you got from your existing strategy. 2. Diagnose your current outcomes. Break down your strategy across three key elements: Activity, Messaging, and Targeting. Identify where it’s falling short. 3. Revamp your strategy. Once you know what’s not working, you can fix those areas and build a more scalable, effective GTM machine. If you’re a SaaS Founder ready to take a productive look at your growth strategy, grab a complimentary copy of my 5-Point SaaS Growth Strategy Guide, where I dive deeper into these principles. Follow the link in the comments below. 👇

There are three important choices to make in your Go-To-Market strategy to stand out from the competition: 1. Who specifically are you building your product for? (the more specific you are, the more you stand out) 2. What makes you 10X better than the competition? (the better you communicate this, the more you stand out) 3. What are unique ways you can serve your ideal customers and communicate your 10X differentiation? (the more effective you are, the more you win) That's it. That's the game of GTM. And the more effective you are at this game, the more you stand out, rise above, and win. It seems simple, but it's the detailed work to get it right. This is where working on your GTM strategy comes in and separates you from the rest. If you're a SaaS Founder and you're looking to embrace Founder-led GTM so you can finish 2024 strong, grab a copy of my 5-Point SaaS Growth Strategy Guide. Check out the link in the comments below. 👇

There's three critical GTM components to every successful scaling SaaS company: 1. A proper Ideal Customer Profile 2. Differentiated Messaging 3. Consistent Execution In this Unstoppable episode, I break down the steps to fine tune your GTM machine and share three key motions you can use to drive SaaS growth today, so you can reach $3M+ ARR (and beyond)👇 (And if you want to learn more about scaling your SaaS business, check out the link in the comments below)

3 key lessons I learned about Marketing from my own Founder-led journey (sharing so you don't make the same mistakes I did): 1. Until you hire a VP of Marketing, you need to own it. As the Founder, you control your ICP, Messaging, and GTM execution. A fractional CMO or Chief of Staff can't own this (they lack the deep context.) It has to be you until you find the right leader. 2. When should you hire a VP of Marketing? Once you've hit product market fit and have consistent revenue, it's time to scale. If you're a Product-led or Marketing-led, hire a VP of Marketing right away. If you're Sales-led, hire a VP of sales first, then bring on a VP of Marketing ASAP. *** There's nothing worse than a starving sales team with no pipeline. 3. What kind of VP of Marketing should you hire? Look for someone with a strong Demand Generation background (bonus if they have Product Marketing skills too). Most importantly, they should own a pipeline number. NOTHING ELSE MATTERS. Once you have someone owning a pipeline commit, you can build on slower ROI strategies like Brand and Community. Own Founder-led GTM and hire the right people at the right time. If you're a SaaS Founder in your Founder-led stage of Sales and Marketing and want to reduce execution risk, I have a step by step guide outlining the 5 principles you need to follow to build or revamp your Go-To-Market strategy. Link is in the comments (choose recent comments if you don't see it)👇

I recently spoke with a Founder who's very early in their journey and drowning in a crowded market. It's a challenge I see often in SaaS... and differentiation is the only way out. Here's what we uncovered: When crafting a differentiated message, two questions matter the most: 1. Why should customers care and take action now? 2. Why should customers choose you vs the competition? SaaS markets are crowded but there are always levers you can pull to stand out. We started talking through a few of those levers: - Specific segment differentiation (we're the go to solution for X) - Specific feature differentiation (we're the only ones that do X) - 10X outcome differentiation (we do X 10x better than anyone else) That last one is my favorite differentiation lever as of lately. It's bold and impossible to ignore. We're still refining this Founder's messaging, but these conversations are already rallying the team and shifting their approach. This is the foundation of a differentiated GTM strategy. When you crack the code, growth ensues. If you're a SaaS Founder looking to accelerate your SaaS growth and build a differentiated GTM strategy, grab a complimentary copy of my 5-Point SaaS Growth Strategy Guide. Just follow the link in the comments below (and choose recent comments if you don’t see it)👇

One hard lesson I learned as a SaaS Founder is that your value proposition can make or BREAK your entire GTM strategy. Let me explain… Your “value proposition” clearly articulates the problem you’re solving, the solution you offer, and your competitive differentiation. It’s the linchpin to an entire GTM strategy and execution coming together. Recently, I was on a coaching session with another Founder, and he was struggling with three things: 1. Figuring out who specifically his solution is for (segment of market, he was in a crowded one) 2. What the actual business impact problem is that they’re solving (vs just the symptoms) 3. How their solution is 10X different than the competitors This is the deep GTM strategy work. Even spending 30 minutes to work through these items can make or BREAK your GTM execution and the growth of your business. We worked through these pieces together, got to a great spot, and now he’s going to iterate on it and test it. I’m super pumped for this Founder and I know great things are ahead for him. If you’re a SaaS Founder and you’re struggling to find a footing with your value proposition, grab a complimentary copy of my 5-Point SaaS Growth Strategy Guide. (I go into the 5 critical elements of a proper GTM strategy, so you can accelerate your growth) Just follow the link in the comments below. 👇

Q4 is approaching fast, so it’s crunch time. Here are three key components I’m working on with Founders in my GTM Program to build momentum for a strong finish of this quarter… 1. Win %: What do our biggest wins from the past quarter tell us about our Ideal Customer Profile? Which deals did we lose, and which were a waste of time because they weren’t ICP deals? The goal here is to double down on the customers that matter most. 2. Lead to Pipeline %: Where are our highest quality leads coming from? What content, channel, or campaign is generating the best results? Let’s find what works and 10X the pipeline from those winning sources. 3. Crazy Ivan: After locking in on what’s working, we create space to try one bold new move that could supercharge our results. What’s our “Crazy Ivan” for Q4? Take this time to sit down with your Co-Founder and team to refine your strategy and finish 2024 on a high note. Most importantly, remember that the work you do now will build momentum for 2025. If you’re a SaaS Founder and you’d like to revamp your GTM strategy to scale, grab a complimentary copy of my 5-Point SaaS Growth Strategy Guide. Just follow the link in the comments below. 👇

I recently spoke with a SaaS Founder who hit nearly $1M ARR using just two growth channels: events and customer referrals. But how did she manage to scale so effectively with such a focused approach? She nailed three key areas that made all the difference: 1. Ideal Customer Profile (ICP) – She was crystal clear on who her best customers were, which allowed her to target the right people at the right time. 2. 10X Differentiator – She identified what made her product 10X better than the competition and communicated that effectively, making her offering irresistible. 3. Mobilized Two Channels – Instead of spreading herself thin, she focused on two major channels where her ideal customers hung out: events and customer referrals. These channels worked in harmony to drive steady growth. Now, after seeing such success, she’s ready to expand into additional channels and continue scaling. This is the power of a well-executed Go-To-Market (GTM) strategy. By focusing on what works and doing it well, she built a solid foundation—and now she’s ready to take it to the next level. If you’re a SaaS Founder looking to refine your GTM strategy and scale effectively, grab a complimentary copy of my 5-Point SaaS Growth Strategy Guide. Just follow the link in the comments below. 👇