Sales Training · B2B SaaS
B2B SaaS
Demos do not close themselves.
B2B SaaS is the most sales mature industry on this list. Founders read Aaron Ross. Leaders read Mark Roberge. Teams use Outreach, Salesloft, Gong, and Apollo. And still, the most common problem in SMB and lower mid market SaaS is the same problem every other industry has. Marketing produces leads. Sales fumbles them. Pipeline coverage is fiction.
Marketing produces MQLs. Content downloads, demo requests, free trial signups, ad clicks. Then what happens? If your SDR takes two days to respond to a demo request, you lost it. If your AE runs a demo without discovery, the prospect leaves unconvinced. If your sales engineer joins every call by default, your sales cycle gets longer for no reason. SaaS sales operations matter more than SaaS sales reps. The operation enables the rep, or it suffocates them.
What we see
The pattern in most b2b saas operations.
- Lead response times that fail the speed to lead benchmark.
- SDR to AE handoffs that lose context.
- Demos that are product tours instead of value conversations.
- Discovery calls that skip the budget, authority, and timing conversations.
- Comp plans with cliffs, caps, or quarterly resets that produce gaming behavior.
- CSM teams paid on retention with no incentive for expansion.
- Pipeline coverage that looks healthy in the CRM and disappears in the forecast.
- Sales operations functions that produce reports nobody reads.
What we do
For b2b saas.
- SDR call coaching. Discovery call frameworks. Demo to close coaching for AEs.
- HubSpot, Salesforce, or Pipedrive implementation and cleanup. Outreach or Salesloft integration. Gong implementation.
- Demo decks with story arc. Discovery call frameworks. Proposal templates with tiered pricing.
- Fractional VP of Sales or Fractional Head of RevOps for SMB SaaS businesses. Forecasting discipline.
- Quota structures with accelerators, ramp deals, SPIFFs. CSM comp that includes expansion.
Tech stack
The tech stack we recommend
- · HubSpot Sales Hub: default for SMB SaaS that wants marketing and sales in one place.
- · Salesforce: right answer at mid market and above.
- · Pipedrive: works for very small SaaS teams.
- · Outreach or Salesloft: outbound sequencing and SDR cadence.
- · Gong, Chorus, or Avoma: conversation intelligence.
- · Apollo or ZoomInfo: prospect data and outbound list building.
Who we work with
Sub-segments we serve.
- SMB SaaS (under $10M ARR)
- Lower mid market SaaS ($10M to $50M ARR)
- Vertical SaaS
- Marketplace and platform businesses
- PLG businesses with sales assist motions
- Founder led sales teams transitioning to professional leadership
Services for b2b saas
Stack the services your operation needs.
01
Sales Systems
Your CRM is a graveyard.
Learn more →02
Sales Collateral
Your pitch deck is putting them to sleep.
Learn more →03
Sales Leadership
You are managing outcomes. You should be managing inputs.
Learn more →04
Compensation Design
If your comp plan needs an explanation, your reps are already wrong.
Learn more →What changes for you
Lead response time drops. Discovery calls actually discover. Demos close at higher rates. Forecasts get more accurate. SDR to AE handoffs stop losing deals. CSMs start expanding accounts.
Questions
Frequently asked questions
Do you work with PLG businesses?
Yes. PLG with sales assist is a different motion than pure sales led. We adapt.
How does this work for early stage businesses without a sales team yet?
We help founder led sales operations professionalize. One of our most valuable engagements.
What if our team uses Salesforce vs HubSpot?
We work on both. The right CRM depends on your stage, stack, and integration needs.
Do you work with Gong or other conversation intelligence tools?
Yes. Most teams underuse Gong. We help implement the review process that creates coaching outcomes.
What about international expansion?
We have worked with Canadian SaaS businesses expanding to the US. We adapt the playbook.
How do you measure success?
Lead response time, MQL to SQL conversion, win rate, sales cycle length, ACV, ARR growth, NRR, quota attainment.
Do you work with Series A startups?
Sometimes. The right time is usually when founder led sales has scaled to two or three reps.
Other industries
We work with any business that closes through conversations.
Ready to find out what is actually happening in your SaaS sales operation?
$4,950 · Credited to your first retainer