📖 Book
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Paid
Intermediate
Van der Kooij's Winning by Design frameworks are the practical standard for thinking about who you sell to in a real SaaS deal, not in the abstract. The book gives you a concrete way to separate the buyer, the user, and the champion inside an account and design your motion around each, which is the working answer to whether your ideal customer is the payer or the user (it is both, playing different roles). Reach for this once you are past the idea stage and actually running deals.
Blueprints for a SaaS Sales Organization: How to Design, Build and Scale a Customer-Centric Sales Organization
From Winning by Design by Jacco van der Kooij and Fernando Pizarro About 211 pages
- The buyer, the user, and the champion are distinct roles in one account, and a repeatable sales motion has to speak to each one deliberately.
- Customer-centric selling means designing around the user's outcome, since usage is what the economic buyer eventually pays to keep.
- The frameworks are meant to scale, so what you decide about buyer versus user early hardens into how your whole go-to-market runs later.
