SaaS Marketing Roadmap for SaaS Leaders
In 11+ years as a SaaS CMO, I made plenty of mistakes en route to capital efficient customer acquisition. This collection of articles was chosen to help you avoid some of those missteps and cut a short path through SaaS marketing program design, execution, and measurement. Click any article to read more.
SaaS Sales & Marketing Alignment
In order to efficiently deliver revenue, a SaaS must have fully-realized sales & marketing alignment. This begins with program and data design but extends through execution as well. If there’s a controversy here, it’s because I’m choosing to put sales & marketing alignment first. There’s a reason for that. All too often alignment is engineered in after the fact. That’s double work and misses out on so many intentional design opportunities. So yes, align your sales & marketing from the get-go and reap the full benefits.
SaaS Marketing Messaging
Next up is messaging — another pillar that impacts so much down the road. Point of view is first because it’s the head on the messaging beast. Product messaging is called out because that component is so often so out of touch with customers. Likewise, execution is represented as it’s a likely point of failure.
SaaS MarTech (Marketing Technology)
If you’re working through this in order, you should have solid messaging and data strategies at this point. Now you have to put that somewhere. It’s time for some marketing technology — tools, tools, and more tools. Some 6,000+ options without even including SalesTech. Here are a couple of articles to help you focus on the important stuff to drive revenue.
SaaS Marketing Self-Evaluation
Self-reflection can illuminate opportunities for improvement. We have two self-service interactive tools designed to give you instant feedback on your SaaS marketing performance and maturity. Now might be a good time to see how your CAC is doing and how your marketing program fares in terms of sophistication and maturity.
SaaS Content Marketing
What you put out dictates who and what you bring in. Content marketing is fairly ubiquitous in SaaS because it works. Here are some articles that help frame how.
SaaS Marketing Measurement
Everything is SaaS marketing is measurable, but few things are actually valuable to obsess over. Dialing in the right KPIs for your organization puts you on track for consistent, iterative improvement.
More About SaaS Marketing
This was actually harder than I thought it was going to be. Just winnowing down the content and relating topics was challenging. That challenge made me believe more and more in the editorial value of visual content. If it’s hard for me to make connections, and I’m the author, it’s got to be much harder for you as a casual reader. I certainly hope that the perspective and context added to these articles in this format are both useful and valuable to you.
[…] is the first leg—you have to have something that has product/market fit. But then you have to market and sell it and support the customers in adopting and using it. So it does start with product, but very quickly […]