Content from a workshop I led at SaaStock Dublin helping companies consider all of the considerations for building a Go-To-Market model from scratch.

1. 1
SaaStock 2018
Dublin, Ireland
October 16th, 2018
How to Build a Go-To-Market
Motion From Scratch

2. 2
SVP of Sales, Partnerships, and
Customer Success
Norman Happ
nhapp@evernote.com
My Journey
● 8 years leading Sales/Marketing for
Intuit’s Small Business Division
● Founder of two technology startups
● Based in Silicon Valley, California

3. 3
Contents
Introduction
Identify the buyer
Define the price point
Phases of GTM
● Awareness
● Consideration
● Decision (Sell)
Takeaways
1
2
3
4
5

4. 4
Introduction
Who’s in Sales?

5. 5
● Engineering
● Product Management
● Marketing
● Finance
● Human Resources
● Recruiting
● Communications
● … Sales
Everyone’s in Sales?

6. 6
Who is Your Buyer?
● Their buying cycle for your
category?
● Where do they congregate?
● Who influences them?

7. 7
What is Your Product Price Point?
$69/year $16.5 million
vs.

8. 8
Presentation title 01/01/2019
Lifetime Value : Customer Acquisition Cost
● Lifetime Value (LTV), the average revenue a single
customer is predicted to generate over the duration
of their account.
● Customer Acquisition Cost (CAC) is the average
expense of gaining a single customer.

9. 9
Awareness
○ Where can you reach your buyer?
○ Where do they congregate?
Consideration
○ How do you get their attention?
○ How do you educate them?
Decision/Sell
○ How do they prefer to be sold to?
○ Is there a particular time to sell to them?
Steps of the GTM motion

10. 10
Where to reach your buyer?
Steps of the GTM motion: Awareness

11. 11
Where to reach your buyer - Annual Event?
Steps of the GTM motion: Awareness

12. 12
74% of business buyers told Forrester they
conduct more than half of their research
online before making an offline purchase.
Make sure the buyer is
seeing your messaging!
Educating Your Buyer
Steps of the GTM motion: Consideration

13. 13
Marketing automation for reaching & educating your buyer
Educating Your Buyer
Steps of the GTM motion: Consideration

14. 14
Let the product be the hero?
● Free trial
● Live demo
Hooking your prospect onto your
product is the best method to
convert them to a customer.
… while reducing price sensitivity &
shrinking the sales cycle
Educating Your Buyer
Steps of the GTM motion: Consideration

15. 15
Steps of the GTM motion: Decision/Sell
Method for your product?
● Online/Self-Service
● Inside Sales
● Via “Trusted Partner” OR Re-seller
● In-Person/Face-to-Face
How are prospects going to buy?

16. 16
Purchase Education: Decision/Sell
The Selling Team:
● Online/Self-Service:
● Performance marketing
● Funnel optimization (Engineering)
● Inside Sales
● Inside Sales Reps/Sales Dev. Reps?
● Sales Managers
● [Sales Engineers]
● [Training/Tool Admin/Compensation/Etc]
Who Is The Sales Team?

17. 17
Steps of the GTM motion: Decision/Sell
The Team who is Selling?
● In-Person/Face-to-Face (aka. Field Sales)
● Account Executives
● Sales Managers
● Sales Engineer?
● Via “Trusted Partner” OR Re-seller
● Partner Manager
● Channel Manager
● [$$ Market Development Funds]
Who Is The Sales Team?

18. 18
Making it an easy decision
● How does YOUR customer make the decision?
● Considerations:
● Annual budget or planning cycle?
● Level of approval required?
● Contract/legal review required?
Steps of the GTM motion: Decision/Sell

19. 19
Key Takeaways
1
2
3
Every employee must feel
responsible for sales
Know your target customer &
how they buy in your category
Build the selling motion specifically to
your product economics (LTV:CAC)

20. Cheers Dublin.
SVP of Sales, Partnerships, and
Customer Success
Norman Happ
nhapp@evernote.com