Tag Archives: GTM

Slides from my SaaStock Dublin Presentation on GTM Efficiency

Just a quick post to share the slides I presented at SaaStock Dublin today on driving go-to-market (GTM) efficiences over the coming 24 months.  I chose this topic because extending runway is on everyone’s mind and — because it’s usually the single largest contributor to overall operating expense — sales & marketing (S&M) is where companies turn to do so.

After a brief review of the problem, I look at two popular approaches that don’t work:

  • The Excel-induced hallucination, where you make seemingly small but unsupported tweaks to your GTM funnel model that result in massive (and totally unrealistic) productivity gains.
  • Everyone for themselves!  A Lord of the Flies approach, which sales usually wins, resulting in too many mouths to feed with too few supporting resources.

Newly hired sales reps waiting for pipeline

What does is work is to adopt a three-musketeers attitude across sales, marketing, customer success, and professional services.  (Yes, there actually were four muskeeters; they picked up d’Artagnan along the way.)

All for one and one for all to maximize ARR

I then run through a punch list of ideas, some obvious and some less so, structured in four groups, about how you can drive GTM efficiency:

  • Work better together
  • Shoot at richer targets
  • Forward-deploy more resources
  • Improve operating efficiency

The slides are embedded below.  Note that the Slideshare previewer sometimes doesn’t mix well with the Balderton fonts, so I uploaded only a PDF to Slideshare.  If you want it in PowerPoint, go to Google drive here.

 

 

Product Power Breakfast with Chris McLaughlin on Big/Small, US/Euro, and Marketing/Product

This week’s episode of the SaaS Product Power Breakfast is Thursday, June 10th, at 8am Pacific and we welcome a special friend and unique guest, Chris McLaughlin, currently CMO at France-based powerhouse LumApps, a collaboration and communications platform backed by top European investors including Idinvest and Goldman Sachs.

I got to know Chris by working together in his prior gig as joint CMO and CPO at Nuxeo, a France-based content services platform that had a great exit earlier this year to Thoma Bravo / Hyland Software, and where I sat on the board of directors for the past 4 years.

Chris has a unique background because of its dualities, working:

  • As a senior executive for both US-based and European-based companies.
  • At both growth startups and large megavendors (e.g., EMC/Documentum, IBM/FileNet)
  • In leadership roles on both the Product and the Marketing side.

In this week’s episode we — and the audience — will ask Chris many questions, including:

  • How to get product and marketing working together, especially when they aren’t under a common boss.
  • How European startups should organize their go-to-market functions to enter and grow in the US market
  • The role of both the product and marketing leaders in startups with either a technical founder or business founder
  • When is the right time to hire your first CPO and/or CMO
  • How to align product, marketing, and sales around a strategy — and dealing with the normal challenges in focusing that strategy

See you there, Thursday 6/10 at 8 am Pacific — and bring a friend.

As always, the room will be recorded and posted.  We think of the show as a podcast recorded in front of a live, studio audience.