Revrag x Leadle: Cracking the GTM Code

Ep 02
GTM Fundamentals for B2B SaaS
Know your market, buyer and offer before you sell
Guest - Suraj Seetharaman
Cofounder & COO of Leadle, a Chennai-based GTM & Lead Gen agency that has empowered 300+ B2B SaaS startups in their 0-1 journey since 2016.
DISCLAIMER
ALL CHARACTERS APPEARING IN THIS PRESENTATION ARE FICTITIOUS. ANY RESEMBLANCE TO REAL PERSONS, LIVING OR DEAD, IS PURELY COINCIDENTAL
Once upon a time…
There were 4 SaaS founders from India
Rajiv   
PrecisionSys
Bootstrapped
Archana
Streamline AI
Funded : $600k
Michael   
Globulin AI
Funded : $3M
Brinda
TechAdapt
Revenue +ve in India
They formulate a GTM strategy
Rajiv
PrecisionSys
Bootstrapped
Target Segment: Construction Contracting
Execution Strategy: Fully Outbound
Archana
Streamline AI
Funded : $600k
Target Segment: Enterprise D2C
Execution Strategy: 40% outbound, 40% performance marketing & 20% partnerships
Michael
Globulin AI
Funded : $2M
Target Segment: Healthcare
Execution Strategy:  Supremely confident & aggressive. Invests in top talent, state-of-the-art sales and marketing tools. 
Brinda
TechAdapt
Revenue +ve in India
Target Segment: BFSI
Execution Strategy:  Setup a local team and replicate what's worked for them in India
Pros & Cons of GTM Strategy
Rajiv
PrecisionSys
Lean operations
Tailored pitches
Loyal customer base
Resource contraints
Founder dependency
Scalability issues
Archana 
Streamline AI
Hybrid approach
Slow but steady
Leveraging referrals
Limited reach
Risk of overextending
Strategic misalignment
Michael
Globulin AI
Substantial funding
Blended tactics
Rapid traction
High burn rate
Market saturation
Hiring risks
High expectations
Brinda
TechAdapt
Localisation
Brand building
No paucity of funds
Cultural mis-adaption
Caught in stages of grief
Until finally…
Happily ever after?
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Tragedy?
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Stuck in a chasm of no return?
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There is more to it than meets the eye
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Ground Zero
Everything is an assumption unless validated
Outbound Validation 101
Strangers
Warm Intros
Acquaintances
Investors
Friends
Assumptions
The $0 to $1M Journey
1
Results -
ICP, Buyer Persona & PMF Validation
2
Results -
Identify Meeting Acquisition Cost (MAC)
3
Results -
Validate MAC. Identify Customer Acquisition Cost (CAC)
4
Results -
Validate CAC. Identify Economy of Scale. Ramp up Sales team
Identifying Your​ ICP
Define your ideal customer profile - company size, industry, job titles, pain points, etc.
Research target markets, competition and buyer personas to identify your best-fit prospects.
Building a Compelling Offer
1
Understand Your Target Customers
Interview you existing customers to under the problem/solution space
2
Define Your Assumption Statements
Identify what makes your SaaS solution stand out from the competition.
3
Craft a Powerful Offer
Clearly communicate how your SaaS solves your customers' problems.
4
Devise Channel Specific Messaging
Test different types of copies in each channel to catch the ones that works
Peeling the PMF Onion
Siloed vs. Allbound for Different Segments
Legend:
🟢 Silo Effective: Channel works well independently.
🟡 Moderately Effective: Channel has some impact but benefits from Allbound integration.
🔴 Less Effective: Channel struggles to be effective on its own.
🔵 Allbound Necessary: Channel needs to be integrated with others for maximum effectiveness.
questions?