GTM/Competitive Analysis

Do we target mid-market or enterprise?

Here are curated notes:
"Ease of Use", "Knowledge Base", "Leaderboard", and "Playbook Creation" are the top four factors that positively impact user satisfaction for Sales Coaching products.
Salesforce sales cloud: 46% Mid-Market, 33% Enterprise
Gong : 70% Mid-Market, 16% Enterprise
Chorus by ZoomInfo (acquired for $575mn): 64% Mid-Market, 25% Enterprise
MidTickle: 69% enterprise, 25% mid-market
Competition Details
Started in 2015
$244.6M revenue and 4K customers in 2023.
$40mn in 2020 (2500 customers)
$14.3M revenue with a 108 person team in 2023
$4.5M revenue with a 45 person team in 2023
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Mid-market vs Enterprise GTM
Ideal Customer Profile (ICP)
Company Size: Typically 50-1000 employees
Company Size: 1000+ employees, often global reach
Annual Revenue:
$10M - $100M+
Annual Revenue: $100M+ to billions
Department heads, VPs, sometimes C-suite involvement
Decision-makers: Multiple stakeholders, often C-suite, procurement, legal, etc.
Deal Size
Smaller, but higher volume
Significantly larger deals, but lower volume
Sales Cycle
Weeks to a few months
Several months to a year (or longer)
Sales Approach
Faster paced, may be more transactional
Complex, consultative, relationship-driven
Pricing Model
Often standardized tiers, potential for volume discounts
Customized pricing, complex negotiation, enterprise-level contracts
Simpler, self-service onboarding may be possible
Requires dedicated support, longer onboarding, potential for customization
Marketing Focus
Inbound marketing, digital channels, content-driven
Account-based marketing (ABM), targeted outreach, thought leadership
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Typically, companies with strong product offering (e.g. gong) are targeting mid-market. The branding + communication almost resembles that of a B2C company (most such products are consumer-grade products). Inbound is one of the biggest source of customer acquisition for these companies. Hubspot is a great example of this approach.
Enterprise approach is fav among the ones who are offering a lot of backward integration and services (like courses for sales teams) - ensuring they get the max RoI and a higher share of the customer’s wallet.

Our GTM approach?

Given our product, i.e. AI sales coach 👇🏼👇🏼
First: build a consumer-grade product (Hubspot / Loom should be our inspiration - and not Freshworks/Zoho)
GTM is 3-phased process:
Target SAAS companies SDRs to start with. ​This helps us get started (get closer to SAAS companies- will help in raising money + direct insights + network from founders). We will learn the nitty-gritties of the process, the stack sales teams are using and the problem statement.
Target mid-market customers (US/Europe). Based on phase 1 results, we can pick a vertical (retail, BFSI, etc) or stay horizontal and tweak the product for verticals.
Look at expanding the scope ​Become ‘the for B2B’ - and target other teams. Will this lead to Enterprise deals? ​Too early to say (almost same as predicting whether a newborn child will crack the IIT or AIIMS 🤣)

GTM (Immediate steps)

20 Discovery calls/meetings with early stage + funded SAAS founders
Ready to show MVP
Get atleast 5 PoCs going (paid preferably to cover our costs)
Min 3 SDRs (otherwise not worth the conversation)
Outcome of PoCs → paid customers (ideally, close annual deal with a special launch price)
Screenshot 2024-04-08 at 7.17.37 PM.png

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