Capital Phi

Go-To-Market Advisory and Fractional Sales Leadership for B2B software companies

Accelerating the Pace of Data Driven Decision Making

Everything about go-to-market comes back to product market fit. You will learn a lot from your first customers. Invest early in Customer Success. “Best-in-class” startups use leading indicators of customer retention to quantify product-market-fit.

Leading indicator(s) of customer retention: [Customer Success Leading Indicator] is “True” if P% of customers achieve E event(s) within T time. E need(s) to be objective, instrumental, aligned with customer success and value creation, and correlated to your product's unique value proposition.

Building your go-to-market strategy after achieving product market fit comes from aligning Sales, Market and Product.

Many of your go-to-market choices will be impacted by pricing. No matter what, you need to make sure that you do not spend more on customer acquisition than you earn from your average customer.

Does your product fit within a dominant, differentiated or disruptive growth strategy? This is another crucial aspect of determining how you need to approach leads and where your investment strategies should sit.