Contents

SECTION 1

An introduction to Go-To-Market Fit and the different stages of SaaS growth

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• Introduction to the three distinctive phases of SaaS growth: Product-Market Fit (PMF), Go-To-Market Fit (GTMF), and Growth and Moat

• How do you know you've hit the elusive Product-Market Fit milestone? 

• After reaching Product-Market Fit, finding Go-To-Market Fit is critical to successful scaling

• The different Go-To-Market Strategies or Motions 

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SECTION 2

KPIs: How do you know what's working?

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• Not all revenue is created equal - prioritise the relevant parts and define terms carefully

• Foundational unit economics cover the essential 'need to knows'

• But off-the-shelf KPIs can be misleading, particularly for modern GTM approaches

• Cohort analysis can shine light on changes over time and distinctiveness between GTM strategies

• Cohort economics can also show you how you're tracking towards your theoretical LTV

• BONUS: View and download Oxx’s own SaaS metrics, unit economics and cohort analysis template

• Create an operational GTM dashboard and allocate owners to ensure consistent impact on performance metrics

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SECTION 3

Seven general recommendations to accelerate your progress toward Go-to-Market Fit

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• Part 1 – Two P’s to central to GTM success

  • Positioning

  • Pricing

• Part 2 – Key differentiators in the Customer Lifecycle

  • Invest in a marketing engine serving your GTM strategy 

  • Treat client onboarding as a differentiator

  • Double-down on Customer Success to secure high customer retention 

• Part 3 – Secure the right resources at the right time

  • Specialise revenue generating roles

  • Build and scale your team at the right time

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SECTION 4

Nuances by GTM strategy: top tips, common mistakes and KPIs

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• Sales-led growth: Outbound sales

• Sales-led growth: Inbound sales

• Product-led growth

• Community-led growth

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SECTION 5

Internationalising

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• Differences in approach between US- and European companies 

• The five general approaches to internationalising from a European base

• The common pitfalls when internationalising

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GLOSSARY

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