The document provides lessons learned from 20 years of experience in B2B SaaS leadership. It discusses that targeting niche but large markets in unsexy industries can be very successful, as demonstrated by one of the author's startups that attained strong financial returns without competitors. While venture capital can provide high growth, alternative funding is available for medium-sized opportunities that may be a better fit. The author also advocates focusing intently on a singular goal until competitors cannot challenge you. Key drivers of SaaS sales growth are identified as the interplay between perceived value, friction factors, and go-to-market execution. Finally, the author emphasizes that business performance relies on people and culture, which are worth substantial investment and careful

1. Eight Lessons from 20 years in
B2B SaaS Leadership
John Thompson
john@briggsassociates.co.uk
LinkedIn: www.linkedin.com/in/jrethompson/

2. SaaS Markets: Why I think Unsexy is the new Sexy
HugeNiche
Coolness
Market Size
Sexy
Unsexy
My
Start-
up A
My
Start-
up B

3. SaaS Start-up A: Super Niche Procurement Platform
Over half a trillion $USD of Projects Supported Globally
No credible direct competitors 18 years later
c 4x Exit for investors
c 35% EBITDA margin at exit
Happy founders, happy team, happy customers, happy cashflow

4. SaaS Markets: Why I think Unsexy is the new Sexy
HugeNiche
Coolness
Market Size
Sexy
Unsexy
My
Start-
up A
My
Start-
up B

5. SaaS Start-up B – the high stakes unicorn hunt

6. Focus until others can’t or won’t try and kill you
HugeNiche
Coolness
Market Size
Sexy
Unsexy
My
Founder
Sweet
Spot
Typical VC
Sweet
Spot
Plenty of alternate funding options
in the founder sweet spot – it is also
Private Equity and Angel sweet spot

7. SaaS Metrics are great but look backwards
● So how do we predict and design SaaS Sales Growth vs just measure it?
● My Framework for SaaSy Sales:
● Revenue Success = GTM Execution x (Perceived Value/Friction)
● Perceived Value = ROI Value x Personal Emotional Value
● Friction = Competitive Options x Effort(On-boarding + To Use) x Price

8. SaaS People: Resilience and Culture
● SaaS performance is really all about
people, but our people metrics are
often very limited and $ oriented
● Culture, resilience and wellbeing are
really hard to get right and absolutely
worthy of investment and measurement
● Care authentically
● Lead consistently
● Hire ambitiously
● Fire courageously

9. Summary – My journey in 8 SaaSy Lessons
SaaS Markets
1. Unsexy is the new Sexy
2. Medium sized is awesome
3. VC is not the only option
4. Focus more than feels comfortable
SaaS Metrics
5. SaaS Metrics are important, as are old fashioned business metrics
6. Focus on the 7 things that unlock growth
SaaS People
7. It is all about people not technology
8. You can’t over invest in culture, alignment and wellbeing