Sales Technology

  Your Product Is Not the Problem. Your Go-to-Market Thinking Is. There is a particular kind of frustration that SaaS founders and marketers know well. The product works. Users who actually get into it tend to stay. The support tickets are manageable. But somewhere between "we built something good" and "we have a business that scales," something is not connecting. Nine times out of ten, that gap lives inside the marketing strategy, or more specifically, inside a marketing strategy that was borrowed from an industry that has nothing to do with SaaS. Digital marketing for SaaS is not a variation of eCommerce marketing with different creatives. It is a different discipline entirely, built around a business model where the real revenue is not the first payment, it is the twelfth. Where churn is a marketing problem as much as a product problem. Where a customer who never fully adopts your tool is already halfway out the door, even if their subscription is still act...