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The Overview #55

? Hey there. This is The Overview, a weekly roundup of noteworthy B2B SaaS stuff. You’ll find interesting thoughts, articles, and more from around the internet.

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Launch success depends on shared empathy

I loved this snippet from LaunchNote’s ‘Launches We Loved’ session with Bryant Chou (co-founder) and Vikas Bhagat (head of product marketing) from Webflow. In it, Bryant talks about the revenue they left on the table with a product feature that people loved, but pricing wasn’t right.

What function calls the shots? 

I thought this article from Remote colleague and group product manager Sophia was really interesting.

Whatever the ‘sun’ is in your company, it will define the way you do product marketing and go to market. If you work at a sales-led company, it’s obvious: everything revolves around their 1:1 needs, bookings, and new logo wins. At growth-minded companies, there’s a more scalable approach to GTM through PLG.

Companies similar in their offerings, but that are Sales vs. Product vs. Operations-first turn out to be different in 5-years time, with different P&Ls, hires, strategies and ideas for how they want to bring their visions into the world.

Sophia ends with one one question. “If you asked people in your company, “What is the function that fundamentally matters the most to the company?” would all of them answer in the same way?“

Buyer journey is just as important as buyer personas

Your buyer personas are worthless if you don’t understand how to apply them.

Here are my tips for understanding your buyer journey to create sales collateral that actually works – including my free template.

Your one-pager is probably useless

Swipe File: Pricing lessons from 30+ startups

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This First Round post talks about the four key mistakes that startups make with their pricing:

  1. Prices are conjured without customer input
  2. Prices are set in stone, not set in motion
  3. The price is too low
  4. The pricing structure is overengineered

Definitely one to read – and see how you can improve your pricing strategy today.

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