Self-serve or SMB

Building a Data Analytics Function
Building a Data Analytics Function
Tim Jenkins currently leads Strategy and Analytics at Lucid, where he was the first data hire and has grown the function to a team of 16. In this guide, he outlines the key responsibilities of data and analytics teams, the different pieces of technology they need to do their work, and how to structure a growing data function.
Building a Developer Relations Function
Building a Developer Relations Function
Mary Thengvall leads developer relations at Camunda, and has long been a thought leader in the guide, authoring the book, "The Business Value of Developer Relations" and publishing DevRel Weekly. In this guide, she describes what DevRel is, and how to stand up a function to drive developer awareness, enablement, and engagement.
Building a Sales Ops Function
Building a Sales Ops Function
Sean Lane has led revenue operations at Drift and Upserve, and hosts Drift's Operations Podcast. In this guide, he explains the different roles sales ops plays, and how to build both the org and processes that make up the function.
Building an Inclusive Mindset and Culture
Building an Inclusive Mindset and Culture
Noa Gafni is the Executive Director at Rutgers Institute for Corporate Social Innovation, where she educates business leaders on corporate social responsibility, including diversity and inclusion. In this guide, she explains how to create diverse teams, ensure supportive work environments, and reap the innovation benefits that come from a broader perspective.
Building and Optimizing a Digital Growth Engine
Building and Optimizing a Digital Growth Engine
Stacey Grotz is a digital marketing expert with experience leading marketing teams at Google, Ingenio, Polycom, and ClearSlide. In this guide, she lays out the pros and cons of different digital channels, describes the campaign planning process, and outlines who should manage digital marketing based on a company’s stage.
Codifying Your Company’s Customer Success Playbooks
Codifying Your Company’s Customer Success Playbooks
Kristi Faltorusso is currently the VP of Customer Success at ClientSuccess and has previously led the function at IntelliShift, BetterCloud, and Sisense. Her specialty is scaling customer success at hyper-growth companies on their way to $100M in ARR. In this playbook, she explains how CS teams can craft repeatable playbooks to handle common scenarios. She lays out four families of CS playbooks: risk, expansion, lifecycle, and objectives.
Collecting Voice of the Customer Insights to Prevent Churn
Collecting Voice of the Customer Insights to Prevent Churn
Anita Toth is a Customer Success expert specializing in Voice of the Customer customer feedback. In this guide, she covers qualitative Voice of the Customer research techniques, including surveys, interviews, focus groups, listening tours, customer advisory boards, and testimonials.
Conducting Product Discovery
Conducting Product Discovery
Jim Morris is the founder of the Product Discovery Group, through which he coaches product teams on idea development, user research, and testing with rapid prototypes. In this guide he explains how to use product discovery to test for value, viability, feasibility, and usability continuously, to minimize waste of precious development resources.
Crafting a Go-to-Market Story
Crafting a Go-to-Market Story
Ken Rutsky helps B2B growth company executives in sales, marketing, and the C-Suite to breakthrough and achieve and grow market leadership in new and existing markets. Before he launched his consulting practice, he spent 20+ years in B2B marketing operational roles. In this guide, he explains why a “hero’s journey” type story is a powerful tool for tech companies to create urgency and gain market share, and how to create one.
Designing a Category
Designing a Category
John is the VP of Marketing at BlockSpaces, a B2B integration platform, and the Founder and Category Design Consultant for B2B Tech at Flag and Frontier.  He also co-hosts the #CategoryCreation series on the B2B Growth Show podcast. In this guide, he explains how to use category design to capitalize on unclaimed market territory and to help prospects evaluate your product using advantageous criteria.
Designing a Product-led Go-to-Market Strategy
Designing a Product-led Go-to-Market Strategy
Myk Pono is the Director of Product Management focused on Growth & Acquisition at Freedom Financial Network. For the past 12 years, he’s been a product-led growth and go-to-market strategy consultant, author, and advisor. In this guide, he explains what a product growth team is, and how to operationalize a product-led go-to-market strategy.
Designing a Sales Org for a High-velocity Sale
Designing a Sales Org for a High-velocity Sale
Lori is currently the Global Head of Business Development at Cloudflare. She has built high-velocity sales teams at companies across the growth spectrum, from joining early startups as the first sales hire to helping public companies achieve revenue targets of $1B. In this guide she outlines how high-velocity sales teams should design their sales org, set up their processes and leverage tech tools to drive efficiency and productivity.
Designing an Outcome-based Hiring Process
Designing an Outcome-based Hiring Process
Anthony Louis is Recruitment Lead at Beacon, a talent consultancy that helps growing organizations level up their internal hiring programs. In this guide he lays out a roadmap for an outcome-based hiring process, from writing a spec to identifying candidates to running an interview process to making the hire, all with better targeting and less bias.
Designing Trainings for Go-to-Market Team Members
Designing Trainings for Go-to-Market Team Members
Roz Greenfield has led sales enablement at Optimizely and Oracle and is now the Chief Enablement Officer at Level213, a boutique sales enablement consultancy. In this guide, she explains how to design trainings for sales and other go-to-market teams that zero on the content that sellers actually need to do their jobs, without wasting time on non-useful information.
Developing a Strong Demo Practice
Developing a Strong Demo Practice
Amyra Rand is the Senior Vice President of Sales at Zipline, and has previously held sales leadership roles at Zipflow, Criteria Corp, Kareo, HireRight, and Sage. In this guide, she discusses how she’s seen close rates improve 30% with a demo certification process, and lays out how teams can build strong demo practices at any deal size.
Email Marketing Strategy
Email Marketing Strategy
Jeanne Jennings is a recognized industry expert and an email marketing consultant and trainer with 25+ years of experience working with both B2B and B2C clients ranging from early-stage startups to major corporations like Capital One and Verizon. In this guide she outlines relevant email regulations, best practices for segmentation and campaign management, and tips for driving conversion rates.
Enabling Service / Consulting Partnerships
Enabling Service / Consulting Partnerships
Zak Pines is VP of Partnerships at Formstack, a workplace productivity platform, where he’s built a team that manages hundreds of consulting and integration partners, responsible for 30% of the company’s new business. In this guide, he lays out the key components of partner enablement, and outlines how to create power-users and advocates at partner agencies and consultancies.
Establishing a Competitive Intelligence Program
Establishing a Competitive Intelligence Program
Andrew McCotter-Bicknell is the Head of Competitive Intelligence at ClickUp and was previously the Head of Competitive Intelligence at ZoomInfo. In this guide, he explains how to research your competitive landscape and arm sales and marketing teams with powerful competitive intelligence.
Hiring a Product Marketer
Hiring a Product Marketer
Ryan Goldman is the Global VP of Marketing at Moloco, and has led marketing or product marketing at Soundcloud, Pendo, Sentry, SignalFx, and Cloudera, and over the course of his career, he's managed or hired 15+ B2B product marketers. In this guide, he explains how to find a product marketer who can serve as a bridge between the product, the sales org, and the market.
Hiring Customer Success Managers
Hiring Customer Success Managers
Maranda Dziekonski is currently Chief Customer Officer at Swiftly, and has previously led customer success and support teams at Lending Club and HelloSign. In this guide, she describes the CSM role, where to look for candidates, and how to screen for judgement, proactive mindset and communication skills in interviews.
Identifying and Multiplying Your Best Customers with Customer Segmentation
Identifying and Multiplying Your Best Customers with Customer Segmentation
Tamara Grominsky is the Chief Strategy Officer at Unbounce, and has previously led product marketing at other SMB-focused companies including FreshBooks and Yellow Pages. In this guide, she explains why customer segmentation is a powerful tool for improving conversion, acquisition cost, churn, and lifetime value. She outlines how to take on a segmentation project - from analysis to product packaging.
Implementing Salesforce
Implementing Salesforce
Jen Flanagan is the Director of Sales Operations at Ordergroove, and has built or advised on dozens of Salesforce instances. In this guide, she explains what Salesforce can do natively, with integrations, and with customization and outlines, how Salesforce objects work and how to think about the right setup for your business.
Improving Your Company’s Online Brand
Improving Your Company's Online Brand
Ryan Erskine is a Brand Strategist with experience at the intersection of digital marketing, brand development, online reputation, and SEO. In this guide, he hones in on two main ways companies can improve their online brand: through better presence on review sites, and through better-branded search results. For both areas, he explains how companies can make sure positive results are the most visible.
Increasing Prices Intelligently
Increasing Prices Intelligently
Mark Stiving is Chief Pricing Educator at Impact Pricing, an advisory firm specializing in value-based pricing for B2B technology companies. In this guide, he describes how to manage a price increase (which probably shouldn’t be an across-the-board increase) including deciding how much more to charge, which customers should see a price increase, and how to manage the roll-out.
Integrating an Add-on Acquisition
Integrating an Add-on Acquisition
David is a Principal at Peterson Partners. Previously, he was the Vice President of Marketing and Strategic Development at AutoQuotes, a SaaS Quote to Cash provider, as well as served as Vice President of New Markets at Light Wave Dental as a part of Alpine Investors’ CEO-in-Training program. Across roles, he’s helped integrate 10+ add-on acquisitions. Earlier in his career, David also worked at Yale University and the Boston Consulting Group, and he earned an MBA at Stanford Graduate School of Business.
LinkedIn Advertising and Prospecting
LinkedIn Advertising and Prospecting
Anthony Blatner is the founder and Chief Advertising Officer of Speedwork Social, an agency specializing in B2B LinkedIn advertising. In this guide, he advises on when to use LinkedIn advertising, when to use Sales Navigator prospecting, and how to make marketing dollars go the furthest given the expense of LinkedIn as a channel.
Managing a Customer Success Team
Managing a Customer Success Team
Boaz Maor currently serves as Chief Customer Officer at Talech and has previously led customer success at OpenGov, Mashery, newScale, and FreeMarkets. In this guide, he discusses the role of Customer Success, how to structure a CS team as a company grows, and what metrics to track to measure success.
Managing Accounting at a Startup
Managing Accounting at a Startup
Roman Villard is a CPA and accounting expert. He is the founder of Full Send Finance, a provider of tech-enabled financial services for early-stage founders. In this guide, he outlines the keys to managing and building out the accounting function at a startup–including how to think about your chart of accounts, how to set up accounting software, and how to leverage third-party resources and employees.
Managing B2B Product Launches and Releases
Managing B2B Product Launches and Releases
Mary Sheehan has help product marketing leadership roles at Adobe and SocialChorus. In this guide, she describes how to prepare for, coordinate, and measure product launches of all types, from routine releases to major new offerings.
Managing Customer Engagement Marketing
Managing Customer Engagement Marketing
Lisa Pratt is the Vice President of Customer Engagement Marketing at UKG where she leads a team responsible for customer marketing, customer intelligence, advocacy, and community for more than 20,000 customers. In this guide, she explains how customer marketing can make customer retention and expansion efforts more effective at scale, and describes how to manage the function.
Navigating Immigration Law
Navigating Immigration Law
Sophie Alcorn is the Founding Partner at Alcorn Immigration Law and is a Certified Specialist Attorney in Immigration and Nationality Law by the State Bar of California, Board of Legal Specialization. In this guide she lays out different employment-based visa and green card options available to companies seeking to hire international talent, and when to use them. Please keep in mind that this article is educational only and does not replace individual legal advice. Sophie recommends that you speak with an expert attorney for any legal advice to assess your options if you think you’re ready to move forward. Immigration is not a one-size-fits-all process, and putting your best foot forward requires individualized attention!
Onboarding Salespeople
Onboarding Salespeople
Maggie Callahan has led revenue enablement at OneTrust, Convercent and Four Winds Interactive, overseeing training and onboarding for 80+ AEs and SDRs. In this guide, she explains the key components of sales onboarding and how to design a repeatable process.
Optimizing a Payments Processing Partnership
Optimizing a Payments Processing Partnership
Greg Myers is a payments ecosystem expert and the host host of the Monetize your Payments podcast. In this guide, he outlines the different types of payment processor relationship options available to software companies, along with the risks, benefits, and considerations that come with each.
Optimizing Paid Search Advertising
Optimizing Paid Search Advertising
Greg is CMO and a Partner at Cypress North, a digital marketing agency, where he specializes in B2B marketing. In this guide, he highlights how to optimize paid search advertising, including picking the right keywords and match types, matching up good landing pages and tracking, and configuring ads that make the most of Google’s settings.
Optimizing Signup or Trial Conversion
Optimizing Signup or Trial Conversion
Marc McDougall is a UI/UX designer specializing in helping SaaS companies book more demos and trials by optimizing their sites for conversions. In this guide, he outlines best practices for high-conversion flows and the steps for iterative A/B testing.
Optimizing Your Support Function
Optimizing Your Support Function
Maranda Dziekonski is currently the Vice President of Chief Customer Officer at Swiftly, and has previously led customer success and support teams at Lending Club, HelloSign, Castlight Health, and Pared. In this guide, she outlines how to set up and tier a customer support function, including how to divert support queries to self-serve channels, and how to work with product and tech teams on bug management.
Outcome-based Product Roadmapping
Outcome-based Product Roadmapping
Rajesh Nerlikar is a Co-Founder and Product Coach at Prodify, and co-author of the best selling product book, Build What Matters. In this guide he explains how to build a roadmap centered on customer outcomes instead of features shipped. He outlines how to balance new functionality with maintenance and tech debt, and how to run a cross-functional roadmapping process.
Planning and Running a Community Event
Planning and Running a Community Event
Mark Huber is Head of Brand & Product Marketing at Metadata, where he ran the company’s virtual conference with 4,500 registrants, almost 2,000 attendees, and 20 speakers. In this guide, he lays out how to plan and run a virtual community event for customers and prospects in a way that optimizes the day-of experience and creates reusable content.
Planning for Predictable Growth and Accurate Forecasting
Planning for Predictable Growth and Accurate Forecasting
Anthony Cessario is VP of Industries and GTM Solutions at Clari, the revenue operations and forecasting platform. In this guide, he explains how good forecasts are a part of a bigger predictable growth strategy, and lays out how to design and instrument a repeatable revenue process with strong processes and accurate data.
Positioning and Launching a New Product
Positioning and Launching a New Product
Dan Murphy has led product marketing at Privy and Drift, where he’s overseen over 70 product launches and more than a dozen large, new product launches. In this guide, he walks through how to position and launch major new offerings, including new products, products introduced to new verticals, acquired products, and important partnerships.
Predicting and Preventing Churn with Customer Health Scoring
Predicting and Preventing Churn with Customer Health Scoring
Ed Powers is a Principal Consultant at Service Excellence Partners, where he helps companies take an enterprise-wide approach to addressing churn. He’s previously led customer success at simPRO, a field service management software company, and InteiliSecure, a managed security services provider. Through his consulting work, he can help with customer success assessment, financial modeling, CS team training, and statistical analysis.
Recruiting and Hiring Account Executives
Recruiting and Hiring Account Executives
Lianne is a sales recruiter with experience hiring hundreds of sellers for companies like Gong, Pluralsight, Zscaler, Anaplan, and SuccessFactors. In this guide, she outlines what to look for when hiring SMB, Mid-market, and Enterprise AE’s, how to apply outreach and sequencing best practices to recruiting, and how to close great candidates.
Recruiting and Hiring for Technical Roles
Recruiting and Hiring for Technical Roles
Jenny Jongejan is a Recruiting Consultant working with fast-growing tech companies. She also currently leads recruiting for CoderPad, a technical interview platform for engineering teams. Previously, as Head of Recruiting at Atrium, Jenny built the recruiting organization and helped the company scale from 10 to over 200 employees. Before that, she managed technical recruiting at HotelTonight (acquired by Airbnb). Over the course of her 15+ year career, Jenny has interviewed thousands of candidates, creatively sourced, recruited, and partnered with internal teams to hire for hundreds of technical roles.
Scaling a Marketplace Product
Scaling a Marketplace Product
Paul Zeckser led product ad HomeAdvisor from 2011-2020 as well as founded Fresh Product Design, a full-service product strategy and development consultancy. He is now the VP of Product Development at Sealed. In this guide he lays out how product, sales and marketing and operations should coordinate to scale marketplaces. He covers metrics to track, how to think about matching, and guidelines for monetizing marketplace transactions.
Scaling Onboarding with Self-guided Pathways
Scaling Onboarding with Self-guided Pathways
Shareil Nariman is the Head of Customer Success at Arrows. Previously, he led customer lifecycle management, including onboarding, at Sprout Social and previously led operations teams at Booking.com. In this guide, he explains how companies that offer lower-priced SaaS products can leverage cross-functional collaboration and automation tools to design high quality self-guided customer onboarding experiences.
Setting a Blog Content Strategy
Setting a Blog Content Strategy
Maria Waida is a SaaS blog expert and the founder of SaaSy Copywriting, where she specializes in content to help companies develop thought leadership positions in their industries and propel inbound sales. In this guide, she describes the types of content that B2B companies should write for their blogs, how to align blogs with overall strategy, and how to tune content for maximum SEO impact.
Setting SEO Strategy
Setting SEO Strategy
Tory Gray is the Founder of The Gray Dot Company, a consultancy that helps businesses grow ROI through digital strategy, with a focus on strategic and technical SEO. In this guide, she outlines how to plan SEO, from identifying the right keywords, to building a sound keyword matrix, to creating ideal content and optimizing page structure.
Setting Up a Demand Generation Function
Setting Up a Demand Generation Function
Anna Furmanov is the founder of Fumanov Marketing Consulting, through which brings strategy, content, and demand gen expertise to B2B startups. In this guide, she explains what demand gen means in early-stage startups, and how to set a marketing strategy foundation.
Structuring and Scaling a Post-Sales Org
Structuring and Scaling a Post-Sales Org
Rod Cherkas is the CEO of HelloCCO, a consulting firm that partners with Chief Customer Officers and their leaders to develop, execute and scale their post-sale functions. He previously led post-sale organizations at Gainsight, Marketo, RingCentral and Narvar. In this guide, he outlines the responsibilities and typical growth paths of post-sales functions including services, customer success, support, customer education, customer operations, and partner success.
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