Growth Vault

By: Growth Vault Collective
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  • Summary

  • Come hang out with Rabah Rahil (CMO @ Fermat), Chase Mohseni (CMO @ Heatmap.com), and Aaron Orendorff (Head of Marketing @Recart) as they discuss how to create enduring SaaS brands & products in all the ways you never would have considered.
    Growth Vault Collective
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Economics Management Marketing
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Episodes
  • S2 E7: WTF is GTM?

    S2 E7: WTF is GTM?
    Apr 8 2024

    Summary

    In this episode of Growth Vault, our hosts discuss various aspects of go-to-market (GTM) strategy and its importance in driving growth. They start by celebrating their recent Series A funding and the successful launch of their new website. They emphasize the need for clear ownership and decision-making in marketing, as well as the importance of taking calculated risks and learning from mistakes. The hosts also explore the different perspectives on GTM and its relationship to growth marketing. They conclude by highlighting the need for a customized GTM approach that aligns with the unique needs and goals of each organization. In this conversation, Rabah, Aaron, and Chase discuss the definition and role of go-to-market (GTM) strategies in marketing. They explore the relationship between GTM and product marketing, clarifying terminology and definitions. The conversation delves into the atomic units of GTM, including distribution, messaging, content, and measuring success. The importance of playing to one's strengths in marketing is emphasized, and the conversation concludes with a summary of the key points discussed.


    Takeaways

    • Clear ownership and decision-making are crucial in marketing
    • Taking calculated risks and learning from mistakes is important for growth
    • GTM strategy should be customized to align with the unique needs of each organization
    • Growth marketing and GTM are closely related and should work together Go-to-market (GTM) strategies are a function of product marketing and involve activating networks, messaging, content, and measuring success.
    • GTM can be seen as a subset of marketing, with marketing encompassing the broader goal of getting people to know, like, and trust a product or brand.
    • The success of GTM strategies depends on understanding the target audience, creating compelling content, and effectively distributing the message.
    • It is important to focus on strengths in marketing and make weaknesses non-existential threats.
    • Results and performance are more important than systems and frameworks in marketing.

    Sound Bites

    Chapters

    00:00
    Introduction and Series A Funding

    02:48
    The Coordinated Strike and Marketing KPIs

    07:00
    Making Mistakes and Decision-Making

    09:11
    The Importance of Base Hits and Risk-Taking

    13:08
    Defining Go-to-Market (GTM) Strategy

    23:12
    Growth Marketing and GTM Motion

    27:56
    Understanding GTM in the Context of Growth

    31:56
    The Proliferation of GTM and Nomenclature

    33:01
    Defining GTM for Each Organization

    35:13
    Defining GTM and Marketing

    38:34
    Understanding the Role of GTM in Product Marketing

    39:22
    Clarifying Terminology and Definitions

    40:05
    Go-to-Market Strategies for Product Launches

    45:29
    The Importance of Atomic Level Ingredients

    47:50
    The Four Atomic Units of GTM

    52:36
    Different Approaches to GTM

    53:28
    The Importance of Content and Messaging

    54:50
    Distribution and Messaging in GTM

    58:05
    Playing to Your Strengths in Marketing

    01:00:39
    Summary and Closing Remarks


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    1 hr and 4 mins
  • S2 E6: Competitive Advantages are all that matter

    S2 E6: Competitive Advantages are all that matter
    Feb 26 2024
    SummaryIn this episode of Growth Vault, the hosts discuss various topics including the Super Bowl halftime show, commercials, and the impact of the pandemic on the B2B SaaS market. They review ProfitWell's B2B SaaS Marketing Report, which highlights the decline in compounded annual growth rate and the increase in churn rate. The hosts also explore the concept of competitive advantage and the importance of pricing strategies in the current market. The conversation explores the concept of unfair advantages and competitive advantage, using Shopify as an example. It delves into the different types of advantages companies can have, such as cornered resources, branding, and network economies. The discussion also highlights the importance of product differentiation and the impact it has on marketing and sales.Additionally, the conversation touches on the idea of competing where others can't by offering unique value propositions and pricing models. Finally, the episode concludes with a brief overview of Shopify's impressive fourth-quarter results. In this conversation, the hosts discuss various aspects of Shopify's performance and growth. They highlight Shopify's success in balancing marketplace building and avoiding Sherlocking. They also explore Shopify's expansion into the B2B market and the potential impact on pricing models. The hosts emphasize the importance of net new customers for sustainable growth and discuss Shopify's focus on top-tier stores. They also examine the credibility of Shopify and its unification of data. The conversation touches on the Buy With Prime feature on Shopify and the implications for customer behavior. Finally, the hosts express excitement for the future of commerce and the potential for offer testing.TakeawaysThe Super Bowl halftime show and commercials can be a reflection of current marketing trends and consumer preferences.The B2B SaaS market has experienced a decline in growth rate and an increase in churn rate, indicating the need for businesses to adapt and find new strategies for growth.Competitive advantage is crucial in the current market, and businesses should focus on providing value and differentiating themselves from competitors.Pricing strategies should be based on the value provided to customers, and businesses should communicate pricing changes effectively to maintain customer satisfaction. Unfair advantages can give companies a competitive edge, such as cornered resources, branding, and network economies.Product differentiation is crucial for companies to stand out and create a unique value proposition.Competing where others can't involves offering something that competitors cannot replicate or access, often at a lower price or with additional value.Shopify's fourth-quarter results demonstrate its strong performance and growth, with increased revenue and gross merchandise volume. Shopify has achieved impressive growth and success in balancing marketplace building and avoiding Sherlocking.The expansion into the B2B market presents opportunities for Shopify, but pricing models may need to be adjusted.Net new customers are crucial for sustainable growth, and Shopify's focus on top-tier stores reflects this strategy.Shopify's credibility and unification of data make it an attractive option for larger businesses.The Buy With Prime feature on Shopify has both advantages and disadvantages, and its impact on customer behavior should be considered.The future of commerce lies in offer testing and experimentation, with a focus on personalized and mobile experiences.Overall, there is excitement for the future of Shopify and the potential for continued growth and innovation.Chapters00:00Intro and Super Bowl Recap12:26Review of ProfitWell's B2B SaaS Marketing Report19:45Is the Worst Behind Us?25:45Competitive Advantage and Pricing Strategies34:32Unfair Advantages and Competitive Advantage46:42Competing Where Others Can't01:06:36Churn and Pricing01:08:18Shopify's Fourth Quarter Results01:09:41Shopify's Performance and Growth01:10:38Shopify's Expansion into B2B01:11:41The Importance of Net New Customers for Growth01:12:56Shopify's Focus on Top Tier Stores01:14:18Shopify's Credibility and Unification of Data01:15:45The Buy With Prime Feature on Shopify01:17:19The Impact of Offering Buy With Prime01:19:29The Friction and Inertia of Buying on Amazon01:20:49The Future of Commerce and Offer Testing01:22:15Excitement for the FutureFollow Rabah on X or LinkedInFollow Aaron on X or LinkedInFollow Chase on X or LinkedInFollow Growth Vault on X
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    1 hr and 31 mins
  • S2 E5: The innovator's dilemma

    S2 E5: The innovator's dilemma
    Jan 24 2024

    Summary

    In this episode of Growth Vault , the hosts discuss exciting market developments, including Notion's acquisition of Coda and the challenges of supply side innovation. They also explore the concept of the Innovator's Dilemma and how it can lead to the downfall of companies like Envision. The conversation emphasizes the importance of building a feature within a larger business strategy and the need to create meaningful companies that solve real problems. The conversation explores the challenges of thinking bigger in the startup world and the pressure to achieve unicorn status. It also delves into the complexities of raising venture capital and the influence it can have on a company's direction. The economics and business model of WeWork are discussed, highlighting the challenges and limitations of the coworking space industry. The importance of understanding customer needs and the concept of the innovator's dilemma are also explored. The conversation concludes with a discussion on balancing innovation with maintaining a strong core product.

    Takeaways

    • Notion's acquisition of Coda demonstrates the power of understanding user needs and innovating on the right vectors.
    • The Innovator's Dilemma highlights the challenges faced by established companies in adapting to disruptive technologies and business models.
    • Building a feature without a clear path to becoming a full-fledged product can lead to stagnation and loss of market share.
    • Companies should focus on building meaningful products that solve real problems and provide value to customers. The startup world often puts pressure on entrepreneurs to think bigger and aim for unicorn status, but it's important to stay true to the anatomy and economics of your business.
    • Raising venture capital comes with obligations and the risk of losing control over your company's direction. It's crucial to have a champion at the fund who understands and supports your vision.
    • WeWork's business model faced challenges due to the high price points and the lack of control over branding and customization. The stepping stone problem also posed a challenge as companies outgrew the coworking space.
    • Understanding the jobs to be done by your customers and meeting their needs is essential for long-term success. Innovation should be driven by these needs and not just for the sake of innovation.
    • Integration and connectivity between different software platforms can be a powerful tool for companies, as seen with Zapier's success.

    Chapters

    00:00
    Introduction and NYC

    01:40
    Exciting Market Developments

    04:31
    Notion's Acquisition of Coda

    07:51
    The Innovator's Dilemma

    25:41
    Envision's Downfall

    32:26
    Building a Feature vs. Building a Business

    36:19
    The Innovator's Dilemma and M&A

    38:32
    Supply Side Innovation

    39:29
    Building Meaningful Companies

    39:47
    The Pressure to Think Bigger

    40:46
    Challenges of Raising VC Money

    42:15
    The Fun and Serious Side of Startups

    43:06
    The Economics of WeWork

    44:01
    The Stepping Stone Problem

    45:27
    The Pull of WeWork

    46:24
    The WeWork Business Model

    47:46
    Understanding Customer Needs

    49:13
    The Innovator's Dilemma

    50:08
    The Power of Integration

    51:04
    Balancing Innovation and Core Product

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    1 hr and 4 mins

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