Field Guide
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Customer Discovery

Messaging

Why buy you? A storytelling framework for startup founder

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The third part of crafting your story for customers is demonstrating that your company is uniquely qualified to be the best solution for your customer’s problem. Learn how with examples, a worksheet, and more.

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Customer Discovery

Messaging

Why buy now?: A storytelling framework for startup founders

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Why Buy Now? is the second question in the Unusual Customer Story Framework and is specific to where a customer is heading — their specific priorities, hair-on-fire issues, and alternatives.

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Customer Discovery

Messaging

Why buy anything?: A storytelling framework for startup founders

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“Why Buy Anything?” is the first question to answer in customer storytelling and can be thought of as a two-part formula for defining the “Big Problem”: start with why plus align on a shared view of impact.

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Customer Discovery

Design Partners

What are design partners?

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Selecting the optimal set of early design partners can make all the difference in the trajectory of an enterprise software company, and ultimately determine its success or failure.

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Customer Discovery

Design Partners

How do you work with design partners?

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StackRox Co-Founder Wei Lien Dang shares best practices for stress-testing early product assumptions on the journey to product-market fit.

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Customer Discovery

Customer discovery

How do you segment markets and find early adopters?

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Segment your target markets into Innovators, Early Adopters, and Early Market and address sequentially. Drive adoption and build a sales motion. Avoid getting mixed signals on your product direction and wasting time and capital.

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Customer Discovery

Design Partners

Qualifying design partners

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SaaS sales experts share top tips and a tactical checklist of questions to help qualify prospective design partners.

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Customer Discovery

Customer discovery

What is an ideal customer profile?

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Defining your ICP can help you better identify customer needs, clarify priorities for your team, and pursue opportunities for expansion down the line

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Customer Discovery

Messaging

How to craft a compelling startup story for B2B customers

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This customer storytelling framework leverages Command of the Message and Challenger Selling.

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Customer Discovery

Messaging

How to create a presentation for customers

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A former SaaS marketing and sales leader from Okta, Citrix, and Microsoft shares the seven critical slides for a B2B customer presentation.

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Customer Discovery

Messaging

How to define your GTM strategy at the early stage

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You don’t have a working beta of your product. You need to validate your value proposition with market feedback to create your first product road map. Here is where you need to engage with Innovators and no other market segment.

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Customer Discovery

Customer discovery

Customer validation: Going from idea to sellable product

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This article provides a step-by-step guide for how founders can validate their idea and kickstart the validation process with early customers and design partners.

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Customer Discovery

Design Partners

How Traceable found design partners

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A four-step process to find and close design partners to test your product. Includes links to top lists of fast-growing enterprise SaaS companies.

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