Presentation slides from SaaStock 2019

2. SaaS is now a $600
billion industry.
2019 (BATTERY VENTURES)

4. TODAY’S REALITY
It’s never been
easier to build a
SaaS product.

5. 3X COMPETITION (PROFITWELL)
SaaS is more
COMPETITIVE than ever
before.

6. THE CHALLENGE
How do you
survive thrive in
this new world?

7. TAKE A STEP BACK
How do SaaS
businesses really
GROW?

8. OUR MENTAL MODELS ARE WRONG
We THINK about SaaS Growth FUNCTIONALLY

9. OUR MENTAL MODELS ARE WRONG
We THINK about SaaS Growth FUNCTIONALLY
SALES MARKETING PRODUCT
HIRING FUNDRAISING

10. INPUTS ≠ GROWTH
Just because you
have all the things,
doesn’t mean you
get the growth.

11. IN REALITY
SaaS businesses
grow like any other
business.

12. HOW DO BUSINESS GROW?
Businesses grow by
moving into new
markets.

14. WHAT ABOUT SAAS?
We see FIVE common SaaS
growth strategies to move
into new markets

15. 1Monetization
Testing, experiment and optimize
pricing plans to maximize revenue
from your customer base

16. 2Moving Upmarket
Selling to teams and enterprise. Grow
your ACV and move upmarket by
bundling users into deals across
whole companies.

17. 3Moving Downmarket
Maximize user signups then upsell
via self-serve plans to grow revenues
without intervention from a sales rep
for a segment or all of your users.

18. 4International Expansion
Maximize conversions across every
global market with local currencies &
languages.

19. 5Product Expansion
Attract new customers, and grow
ACV with your existing customers by
offering more products or a complete
platform solution.

20. MONETIZATION INTERNATIONAL
EXPANSION
MOVING
UPMARKET
PRODUCT
EXPANSION
MOVING
DOWNMARKET

21. IN REALITY
We’ve always seen evidence for
companies talking & thinking like this.
(we just haven’t caught up)

22. S-1 FILINGS. INVESTOR RELATIONS
Public SaaS Businesses HAVE to
publish their growth strategy

33. ★ ★ ★ ★ ★ ★ ★ ★ ★ ★★ ★ ★ ★ ★
★ ★ ★ ★ ★
The fastest growing SaaS companies
leverage multiple stars

34. HubSpot figured out their contact-based value
metric
★ ★ ★ ★ ★MONETIZATION

35. ★ ★ ★ ★ ★MONETIZATION
2012: HubSpot opened their first intl. office in
Dublin
INTERNATIONAL
EXPANSION

36. 2014: HubSpot launched freemium CRM & sales
tools
★ ★ ★ ★ ★MONETIZATION INTERNATIONAL
EXPANSION
MOVING
DOWNMARKET
PRODUCT
EXPANSION

37. 2018: HubSpot launches Enterprise Suite
★ ★ ★ ★ ★MONETIZATION INTERNATIONAL
EXPANSION
MOVING
DOWNMARKET
PRODUCT
EXPANSION
MOVING
UPMARKET

38. How do you unlock growth strategies
for your SaaS?
★ ★ ★ ★ ★ ★ ★ ★ ★ ★★ ★ ★ ★ ★
★ ★ ★ ★ ★

39. GRAB YOUR COPY AT BOOTH G2

40. 1.Don’t focus on the
WRONG growth
track

41. Product Expansion
Moving Upmarket
Internationalization
Moving Downmarket
Monetization
Monetization
Moving Upmarket
Product Expansion
Internationalization
Moving Downmarket
Focus Area Revenue Impact

43. YOUR TAKEAWAY: GROW FASTER BY
Constantly iterate on
your monetization
strategy (it nearly
always pays off)

44. 2. Product-led OR
Sales-led? It defines
your first growth
path

45. Monetization
International
Expansion
Moving
Upmarket
SALES-LED
PRODUCT-LED

46. YOUR TAKEAWAY: GROW FASTER BY
Sales-led: Make sure
your “home” market is
stable before opening
international offices.

47. YOUR TAKEAWAY: GROW FASTER BY
Product-led: Maximize
your conversions
globally before
investing in enterprise

48. 3. Be ready for
everything to break
when you get pulled
upmarket.

49. Pricing
Building Sales Team
Adapting the Product
Customer Segmentation
Internal/Operations
Deciding to Move Upmarket
Upmarket Blockers

50. THE BIGGEST LEVER FOR YOU?
Moving upmarket is
the “unicorn” growth
track… 🦄

51. THE BIGGEST LEVER FOR YOU?
But, it costs the
most to establish
(hiring, product,
payments)

52. YOUR TAKEAWAY: GROW FASTER BY
Be pulled upmarket in
a way you can
resource (don’t
overcommit)

53. 4. You’re leaving
money on the table
all over the world.

54. 42% of teams find
internationalization
helped appear as a
mature brand

55. 40% of teams find
internationalization
unlocked an immediate
& scalable source of
growth

56. YOUR TAKEAWAY: GROW FASTER BY
Add local currencies &
languages in key
touchpoints in your
customer journey
We see ~30% lift globally; locally, up to 3X
improvement in conversions (Germany; Auslogics)

57. To wrap up...

58. MONETIZATION INTERNATIONAL
EXPANSION
MOVING
UPMARKET
PRODUCT
EXPANSION
MOVING
DOWNMARKET

59. We need to stop
thinking about growth
FUNCTIONALLY

60. Think of growth by
moving to NEW
MARKETS

61. We’d love to chat about the
“5 Stars of SaaS Growth”

62. Come by booth G2
(or look for a Paddle jacket)