Ep. 201 - The Future of SaaS Go-to-Market Is Signal-Based

I love the way you framed that.

I think if you can just do that, you have a radically different go-to-market.

I think also for people that are listening and wondering like, "What do I need to have available?" Sounds to me like we need a widely used call recording platform like a Gong or an Otter or a Fireflies that can be interrogated, and we need a widely used CRM like a Salesforce or a HubSpot or maybe even an Insightly where it has an API or an MCP that we can interrogate.

What else internally, like foundational tech, do you think is needed to be able to put that together?

You know, the, the-- probably the most important thing at the end of the day is just your, your closed/won and closed/lost.

I mean, again and again, what it really comes down to is companies have a finite number of sales hours.

You're gonna put a certain number of sales hours into a certain number of clients.

At the end of the day, you want a great close rate for that and, and obviously a higher spend.

We've found in the go-to-market space that our observation is if you wait for perfect data, you'll never get started, unfortunately.

And so the, the system itself needs to be tolerant.

And I, I would just say for anyone, you know, building this at home or looking to, to use someone else's solution for this or, or us maybe, the system better be super tolerant of sparse data, missing data, even wrong data, and just fill in what it has to.

Which again, AI, if well used, is, is very good at this, along with the right kind of statistical approaches.

So I would take it back, Ken.

I would say the most important thing...

The most important things, number one, are external.

It's what's going on in the companies themselves.

The second most is just your own record of what customers we closed and for how much.

All the rest is helpful, but I would say, I'd say third most important.

Excellent.