Finding The Perfect Design Partner For Your SaaS with John Sapp

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Go-To-Market Lab

Kathleen Randall

16 episodes

1 week ago

Welcome to "Go-To-Market Lab," the podcast for startup founders and business leaders mastering go-to-market strategy. Hosted by Kathleen Randall, an expert in B2B SaaS, risk management, and cybersecurity, this show helps you define the right customer profile, create impactful messaging, optimize pricing, and more. Join us for insightful interviews, practical advice, and real-world examples to elevate your business and drive growth. Whether you're at $10M or aiming for $100M, this podcast is your go-to resource for market success.

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Finding The Perfect Design Partner For Your SaaS with John Sapp

Go-To-Market Lab

46 minutes 4 seconds

1 year ago

Finding The Perfect Design Partner For Your SaaS with John Sapp

Are you a SaaS founder struggling to acquire those first few crucial customers? This episode of the Go To Market Lab dives deep into the art of leveraging "design partners" to kickstart your growth. Kathleen Lim Randall is joined by John Sapp, a cybersecurity expert and visionary, to discuss how to identify the right design partners, build win-win relationships, and transform early adopters into enthusiastic cheerleaders for your product. John shares his unique perspective as a repeat "offender" who's actively involved in shaping cybersecurity technology through collaboration with vendors. Learn how to avoid common startup mistakes, quantify ROI in security investments, and gain invaluable insights from John's experience on customer advisory boards. This episode is a must-listen for any founder looking to navigate the early stages of go-to-market strategy and build a strong foundation for sustainable growth.

Chapters:

0:00 Introduction: The Challenge of Early Customer Acquisition
0:45 Introducing John Sapp: Cybersecurity Visionary
4:15 John's Journey in Cybersecurity
5:21 Engaging Design Partners: The Importance of Curiosity
6:29 A Successful Design Partnership Story
8:28 The Art of Engaging Design Partners
9:24 Building Relationships and Thought Leadership
11:02 A Win-Win Partnership Example
14:28 Identifying the Secret Sauce: Listening to Customers
15:46 Finding the Right Design Partner: Key Criteria
19:27 Identifying Thought Leaders: Looking for Signals
21:22 The Importance of Challenge and Feedback
22:58 The Repeat Offender: Leveraging Relationships
23:59 Transforming Customers into Early Adopters
24:58 Common Startup Mistakes with Early Customers
26:11 Prioritizing Partnerships: Business Impact and Value
27:25 Assessing Potential Impact and ROI
28:50 Quantifying Cybersecurity ROI: Cascading Risks
31:05 Driving ROI with Vendors: Business Case Creation
32:01 Creating ROI Business Cases: Quantifying Value
34:27 Go-To-Market Advice from Customer Advisory Boards
35:32 Category Considerations: Avoiding the "Lipstick on a Pig"
37:37 Sub-Market Segmentation and Product Fit
39:44 Rapid Fire Questions with John Sapp
40:29 The Most Influential Person
40:39 Greatest Personal Win
42:05 Dream Destination
42:37 Wrap Up: Key Takeaways and Actionable Insights
43:10 Conclusion and Call to Action

Follow Kathleen & John:

Connect with Kathleen:
LinkedIn: https://www.linkedin.com/in/kathleenlimrandall

Connect with John:
LinkedIn: https://www.linkedin.com/in/johnbsappjr/