We're in a new era of marketing in SaaS. Here are a few lessons I shared with the Cloud Computing class at Stanford, across experiences at Zendesk, Slack, and more. I discussed go-to-market models and how account-based marketing (and sales) has come of age.

1. Cloud Computing
Selling & Marketing SaaS
Solutions to the Enterprise
Harsh Jawharkar

2. Topics
1. Introduction & Background
2. The Last Decade: Evolution of Sales & Marketing
3. Go-to-Market: Decisions & Models
4. Reinventing Categories: Essential Ingredients

3. B2B
Services
Acct-based Value
B2B
SaaS
Company/Category Building
B2C
Partnerships/Ecosystems
Business Building + Scale
Learning across the journey

4. Web 1.0 AdTech Growth Hacking Account-based
• Brochureware
• Offline > Online
• Spray & pray
• Saturated
• Patch (not fix)
• Inbound
• Targeted
• Slow down to
speed up
The evolution of marketing

5. Finding the right fit (model)
High
Low High
COMPLEXITY
PRICE
Not viable
EnterpriseMid-market
SMB
High-touch
Increase value
Non-starter
Non-profit
Transactional
Efficiency
Transactional
Velocity/Churn
Mailchimp
Shopify
Typeform
Oracle
SAP
Salesforce
Hubspot
Atlassian
Zuora

6. The new
enterprise
go-to-market
stack

7. A balancing act
ABM Inbound
Target accounts Find and qualify
Deep relationships Reach and coverage
High touch, deep
coordination, low volume
Automated nurture,
paid mktg channels
Personas and playbooks Process and channels

8. Playbooks to tightly align Sales & Marketing

11. Elevate how you go to market
Features
Benefits
Value
Transform
Managers
Directors
VP/SVP
CEO

12. Positioning, packaging, messaging

14. Competing: The view from either side
Best of suite
- All-in-one
- Future-proofed
- Extensibility
Best of breed
- Time to value
- Focus
- End-user sat

16. Content is currency: surfing not searching
Data Career
Influence

17. Make it real in the field

18. Thanks!