Hey, it's Ed, and welcome to the weekend. Thank you for reading the Scale Smarter Newsletter — a once-a-week briefing with ideas from me, SaaS GTM insight and mindset tools for everyday life. This newsletter aims to provide you with actionable information in condensed form.

IDEAS FROM ME  📈

1. Why Sales Led Growth Doesn't Work and What to Do About It. 

This step-by-step guide for scale-ups shows you how to get serious about the marketing engine and not be frustrated by sales-led growth. 

Create Demand 
1. Define a unique POV 
2. Hire into product or marketing
 
Orchestrate GTM Funnel 
3. Systemise your revenue funnel 
4. Build out resource structure 

Scale-Up Execution, People and Capabilities
5. Hire Sales People
6. Hire The Right Sales People
7. Align "One Comms "Engine"

Full breakdown. 

2. How to think about efficiencies in your marketing budget: Many CEOs and CMOs I'm talking to feel like there's still a lot of opportunity to be more effective and efficient in what they DO have control of - smarter segmenting and targeting, more effective messaging, launching new products or to new audiences, using their data to inform decisions better, running more integrated campaigns to help marketing and sales sell better together. In essence, go tighter on alignment; building the machine is based on alignment. 

3. Five "MAGIC" questions from a leading Silicon Valley Coach. 

Need help to find a stella coach to motivate yourself or the team. Well, look no further, as you can do it yourself. Here are 5 "MAGIC" questions stolen from a world-class coach that helps you build connection, performance and motivation. 

👉 HOW ARE YOU FEELING ABOUT YOUR LIFE AT WORK?
👉 HOW ARE YOU FEELING ABOUT YOUR WORK-FROM-HOME SET-UP?
👉 HOW ARE WE PERFORMING AS A COMPANY?
👉 WHAT IS IT LIKE TO WORK WITH THE REST OF THE TEAM?
👉 WHAT IS IT LIKE TO WORK WITH ME?
 

SAAS GTM  📈

4. What Type of Marketer Do You Need for Each Growth Stage 

You'll learn to focus on the right profile for your growth stage. Many of my clients are currently looking to hire for FY23, either in a Fractional or Permanent capacity. I wrote about what type of marketer you needed for each growth stage a few months ago.

5. The Likeable Brand (or person) 

From the archives: I have always held this belief (when brand building for SaaS), you need to consider the concept of "building a likeable brand". I made up or copied it from somewhere, but I am unsure where. You can see how I wrote about that in 2018 here. 

Seth Godin's The likeable brand (or person) take more simplistic; he calls out, "It's simple: Like your customers, and they're more likely to like you back." An interesting perspective is how to build engagement with your customers or audience. 

6. How To Analyse Your Revenue Resiliency 

Net Retention being is a *key VC metric* you need to focus on. Here is a Predictive Churn Indicator Methodology: A practical tool to analyse revenue streams' strength for B2B startups.