A- and B-series B2B SaaS use us to answer questions like "what should we build next to make more money" and "how our marketing will hit the nail"?
Let me share some solid arguments
9/10 SaaS Founders claim they know what their customers want.
Being Customer-Led is not about building what your customers ask for or running NPS or other customer satisfaction surveys. Many B2B SaaS companies are missing critical pieces of business intelligence that can cripple their efforts to create a great customer experience.
We're not talking about purely demographic information. We're talking about information that digs deep into the core of your customer: What's your Ideal Customer Profile, what's his unmet needs and what are the constraints he is facing, what are the alternatives he is using to do the jobs your tool is doing, when and under what circumstances are they considering a switch in the way they do the job. The answers to these questions--and many more--are essential to a successful Growth Strategy.
No matter if you chose to be Product-led, Marketing or Sales-led, being Customer-Led is not really an option, especially if you are operating in fragmented markets. Not doing surgical moves might seriously harm you.
We both know you can't afford uncertainty
- Can you afford almost knowing your Ideal Customer Profile?
- Can you afford obsessing with almost the right competitors?
- Can you afford your users to almost understand your value?
- Can you afford prioritizing the wrong ideas?
- Can you afford building features that are almost what users wanted but not exactly?
- Can you afford not fully understanding the customer journey and the inner feelings behind them?
With so many fragmented markets, users get bombarded with products every day. But their capacity to use tools is not unlimited neither their budgets. You are competing for the same capacity, the same attention and the same budget. Deeply understanding your customers is a matter of Life or Death.
Do the maths yourself
A fuzzy positioning makes your Acquisition Cost (CAC) even higher than what it already is. On top of that, add the time your staff spends to substitute for your fuzzy positioning by explaining, educating and onboarding clients plus the cost of opportunity.
Building the wrong feature is very expensive. First, you have the cost of building it in man-hours. Then, you have the cost of reverting the mistake, the cost of opportunity plus your team's frustration and demotivation for building a feature that nobody needed.
You can live with a product that doesn't hit the nail for a little bit but try living with a team that has lost faith in its ability to solve problems or take impactful decisions that hit the targets. Can you put a value to that? It's your entire business' value.
Some *bonus* solid arguments
While being Marketing, Sales or Product-led might be an option, being a customer-led SaaS company is not an option. If you want to succeed, this is the approach that you need to take. Industry titans like Intercom, Fullstory, Slack, and Dropbox are clear examples of just how successful customer-led SaaS companies can become.
With more and more solutions in the B2B market competing for the same budgets, the only B2B SaaS companies that will survive are the ones who deeply understand the unmet needs and pain points of businesses.
Evaluating, trialing, advocating, and adopting new software can prove to be challenging and complex for many businesses. Successful B2B SaaS companies understand these behavioral dynamics and adjust their go-to-market strategy accordingly.
And that's me. Hi.
The most intimidating part about running a SaaS is when you need to make important decisions but lack both confidence and evidence to progress forward. The best SaaS teams in the world are using one simple and proven process as a guiding light. I can build this process for you, giving you and your team the confidence to grow.
Too good to be real? It's not. I have done it already for businesses like yours.
Founder, Growth Product Manager @Growth Sandwich
People I paid to say good things about me
Hiring Growth Sandwich and Aggelos was the best thing we ‘ve done for our business. He delivered an out-of-the-box strategy and we worked together on implementing it. Before our cooperation with Aggelos, we used to believe we needed to develop the x or the y channel, just because others were doing so. But Aggelos helped us truly understand which are the channels we need to go for in a 100% data-driven manner which gave us clarity, confidence and saved a ton of money.
Aggelos does not hesitate to question the ways things are done and will challenge every single assumption that Founders have about their own business. He has one of the most constructive approaches you can have as you (re)build together how your startup should be positioned in the market.
Aggelos is hands down one of the best Growth experts I ever spoke with. We came to him with a hypothesis about what’s going on with our Product Market Fit and he turned it upside down and helped us see things we didn’t before. Now we have more clarity on what’s been really happening with our marketing efforts and have significantly shifted my thoughts about what to do next.
Aggelos has an innovative approach to growth marketing that often only found with US-based operators. It was a pleasure to work with him and the team across a range of projects, which saw us launch two brand new companies into the market and deliver an educational growth marketing series.
He never sold fairy tales to me as most of the ”growth hackers” out there. He delivered what he promised, a sustainable acquisition model in less than 3 months. But apart from the result, he also spent the necessary time I needed to build a solid understanding of growth marketing. I highly recommend Growth Sandwich as your growth partners! Thanks, Aggelos!
He can understand very quickly what does a business need, how to set the right objectives and the ways to achieve them, it’s really impressive. Highly recommend him to any company founder. Thanks, Aggelos