6-Steps to Building a Scalable Go-to-Market Strategy

In the world of B2B SaaS, building a scalable Go-To-Market plan can be a daunting task. With so many moving parts, it’s hard to know where to start. 

After having worked with 250+ SaaS companies in revamping their Go-To-Market strategy over the past few years, and after having scaled SaaS companies directly as an operator, here are the 6 key principles to revamping your GTM Strategy:

1. Understanding the Market: The first step in building a go-to-market plan is to understand the market you're targeting. You need to define your target segment in the market that has an urgent and important problem that you can solve.
2. Competing in the Market: Once you have defined your target segment, you need to look for the white space in the market and differentiate your product from the competition.
3. Building an Ideal Customer Profile (ICP): With your target segment in mind, build an ideal customer profile. TK’s ICP exercise involves 29 associated data points and layers to make sure it's truly effective. This exercise helps you understand your customer's pain points, motivations, buying habits, and more.
4. Building a Manifesto: With your ICP in hand, you can build a manifesto that uses your value proposition, strategic narrative, position, and messaging all in one core asset. This asset informs your homepage, pitch deck, sales deck, and demo.
5. Running a Broadway Show: Once you have your manifesto, you need to run a consistent set of sales and marketing activities on key channels to bring your manifesto to your ICP on a consistent basis. This consistent approach helps you build pipeline, drive customer conversations, and drive revenues.
6. Iterating and Scaling: As you're executing your go-to-market plan, you need to collect data and iterate on your ICP, manifesto, and Broadway Show. You also need to hire key people to take over those pieces so you can scale the overall machine.

Conclusion

By following these six principles, you can unlock the next level of growth for your SaaS business. It's important to start with strategy, run a consistent approach, and revamp your strategy based on data as you start to execute.