Article · ~12 min read

Decoding Buyer Matrix and Buyer Journey for your SaaS business

Ankit Agarwal · SeedToScale (Accel India) Free Intermediate India

Sorts SaaS businesses into serve-me, guide-me, show-me and enlighten-me based on product and buying complexity, using Freshworks and Chargebee as examples. A genuinely useful way to check whether your sales motion matches your buyer.

  • The buyer matrix is a 2x2 of product complexity against buying-environment complexity, from Forrester's archetypes.
  • Four buyer types fall out: serve-me, guide-me, show-me, and enlighten-me, each needing a different motion (self-serve through to ABM).
  • Matching your motion to the buyer's actual journey is claimed to lift conversion 3x to 5x.
Open on seedtoscale.com ↗

It answers 3 questions

  1. What is the real difference between product-led, sales-led and everything in between, and which one are we?
  2. How do I get the team to actually use the ICP instead of nodding at a slide and then doing what they want?
  3. How do the best companies keep their ICP sharp as they grow instead of letting it blur into everyone?

Read with it

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