- 01Why Early-Stage SaaS GTM Fails — and the Knowledge Problem at the Center of ItEarly-stage SaaS GTM failure gets diagnosed as a product-market fit problem. Often it's something much more correctable. The founder is the only person on the team who knows who to sell to and why they buy. When the founder isn't in the room, the team improvises.
- 02How to Document Your Sales Process So It Can Be Repeated Without You in the RoomMost founders document the sales process after hiring their first sales rep. This is backwards. The documentation done before the hire is more valuable than the documentation done after. Before the hire, the founder is still the reference point.
- 03The Pricing Decision Framework That Goes Beyond What Competitors ChargeMost SaaS pricing decisions are competitor-benchmarking exercises. The founder looks at what similar products charge and sets a price nearby. This anchors the price to the competitors' cost structures, not to the customers' value perception. Those are different numbers.
- 04How to Build a GTM Playbook Before You Have a Sales TeamMost founders write a GTM playbook for their first sales hire. This is the wrong sequence. The playbook written before the hire is three times more useful than the one written after. The one written after is assembled under pressure, during onboarding, by someone who is also learning the product.
- 05What to Capture From Every Lost Deal Before the Knowledge DisappearsLost deals are the most valuable sales intelligence your company has. They're also the intelligence most companies discard within 48 hours. The prospect moves on. The team moves on. The specific context that would have changed the next deal evaporates.
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