Selling SaaS Globally paddle.com Even the best product in the world won’t take o昀昀 if it’s not supported by a robust go-to-market strategy. Your sales and marketing teams are responsible for building an audience for your product and getting it into the hands of users. There are four key components in a go-to-market strategy: 1 Target market 2 Product market 昀椀t 3 Pricing strategy 4 Distribution and adoption plan Identifying target markets and 昀椀nding product market 昀椀t will form part of a business’ mission and growth strategy. And as the people on the front line, interacting with users and buyers every day, your sales and marketing teams should be feeding into those conversations. Sales and marketing have an even bigger part to play in determining your pricing strategy and distribution and adoption plan. Though these can seem like super昀椀cial details, they’re not. Pricing is an important growth lever and is closely tied to how you communicate value to your customers. In a market as fast-moving as SaaS, you can’t a昀昀ord to make a bad 昀椀rst impression. Looking at pricing, checkout, and communications will help you put your best foot forward. 18