? Hey there. This is The Overview, a weekly roundup of noteworthy B2B SaaS stuff. You’ll find interesting thoughts, articles, and more from around the internet.
This is the 50th issue of The Overview: almost a whole year of sharing interesting tweets and articles I’ve spotted on the internet.
Tell me what you think: do you find it useful, or would you prefer a single email each week instead? Reply by email, tweet me, or DM me on LinkedIn and let me know your thoughts.
In this post:
Your buyer persona is a concept
In every positioning project I work on with startup CEOs, we have to cover the role that buyer personas play.
The slide that you create is not a representation of reality. It’s a theoretical concept that, like Josh wrote in the tweet above, helps you generate and solidify an image of your buyer in your head.
A buyer persona is like a dartboard. It’s very rare that you’ll hit a bullseye. But so long as you’re somewhere on the board, and getting closer to the centre, you’re doing it right.
Mo’ money, mo’ tradeoffs
I thought this was really interesting, putting something down that many people don’t talk about.
Above-market salaries usually have unwritten rules, strings attached that you might not have realised.
But it can also help set expectations. Are you open to occasional crunchtime, or do you need a stress-free environment? Is the mission important to you, or are you morally-ambiguous to certain industries?
A simple framework for customer prioritization
Here’s a simple framework to help you think about prioritizing your GTM strategy when you don’t have traditional metrics available like payback period, LTV, and CAC.
Find customers that are easy to market and sell to, who gain a lot of value from your product. Don’t target niche, difficult customers that have a hard time grasping your product’s unique value.
It’s simple and commonsense, but it helps to see it laid out like this.
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