SAAS SALES PLAYBOOK
- Russ Armstrong
An Entrepreneur’s Guide to Fundraising
RUSS ARMSTRONG
• Head of Sales - Eastern Canada, Boast.AI
• Cofounder, Limelight (>$10M raised)
• 11 years @ RBC Capital Markets
SAAS SALES PLAYBOOK: BY RUSS ARMSTRONG
IN THE EARLY STAGES, COMPANIES
TYPICALLY SEE FOUNDERS WITH
DOMAIN EXPERTISE AND INDUSTRY
CONTACTS MAKE UP THE FIRST
SIGNIFICANT SALES.
SAAS SALES PLAYBOOK: BY RUSS ARMSTRONG
HOW DO YOU TURN THIS INTO A
REPEATABLE SCALABLE SALES
MODEL?
SAAS SALES PLAYBOOK: BY RUSS ARMSTRONG
REPEATABLE
GETTING YOUR MESSAGING
RIGHT - WHAT IS THE VALUE
PROPOSITION?
SAAS SALES PLAYBOOK: BY RUSS ARMSTRONG
SCALABLE
WHAT PROCESSES DO YOU
HAVE IN PLACE THAT ALLOWS
NEW HIRES TO STAY ON SCRIPT
AND ON TARGET?
SAAS SALES PLAYBOOK: BY RUSS ARMSTRONG
REVENUE 101
3 WAYS TO GROW YOUR REVENUE
MORE CUSTOMERS/USERS
(OUR FOCUS)
INCREASING AVERAGE
SELLING PRICE
INCREASING PURCHASING
FREQUENCY
SAAS SALES PLAYBOOK: BY RUSS ARMSTRONG
DEFINE
YOUR
CUSTOMER
SAAS SALES PLAYBOOK: BY RUSS ARMSTRONG
•
Ideal Customer Profile (ICP) – Industry, Company,
B2B
SAAS SALES PLAYBOOK: BY RUSS ARMSTRONG
•
Ideal Customer Profile (ICP) – Industry, Company,
B2B
• Buyer Personas - job title, personality,
responsibilities, challenges, KPI’s
SAAS SALES PLAYBOOK: BY RUSS ARMSTRONG
•
Ideal Customer Profile (ICP) – Industry, Company,
B2B
• Buyer Personas - job title, personality,
responsibilities, challenges, KPI’s
• Value Proposition - What value does the
customer get (NOT what does your product do)
SAAS SALES PLAYBOOK: BY RUSS ARMSTRONG
•
Ideal Customer Profile (ICP) – Industry, Company,
B2B
• Buyer Personas - job title, personality,
responsibilities, challenges, KPI’s
• Value Proposition - What value does the
customer get (NOT what does your product do)
• What matters to this customer (Trends, FOMO,
ROI, Sales)
SAAS SALES PLAYBOOK: BY RUSS ARMSTRONG
•
Ideal Customer Profile (ICP) – Industry, Company,
B2B
• Buyer Personas - job title, personality,
responsibilities, challenges, KPI’s
• Value Prop