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Enterprise SaaSLast Updated: April 30th, 2020
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Phase 1: BetaPhase 2: Cross-Sell
(Early Access)		Phase 3: Cross-Sell
(All Customers)		Phase 4: Public LaunchPhase 5: Growth
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Phase DescriptionProduct is working on resolving all major bug fixes, adding product gloss, and solidifying the product roadmap.

Both teams are conducting customer testing, solidifying Phase 2 pricing, training customer success team, and finalize the phased launch customer segmentation.

Product Marketing is producing collateral (pitch deck, case study(1), one pager), messaging architecture, and customer lauch assets		Often an overlooked, but valuable stage. Customized customer segmentation that only has 25% or less of total customers. All customers in this segment receive discounted pricing in return for providing product feedback and testimonials.

In this segment, all three teams participate in cross-sell efforts. No mass communication channels should be used.

Product should resolve bug fixes that are hindering entry to Phase 3 and should launch any incomplete features.

Product Marketing should produce phase 3 assets and conduct case study interviews (2+). Should also optimize all other materials (I.e. collateral, content, messaging, pricing) based on phase findings.		GTM for remaining customer segment. At this stage, Customer Success and/or Account Executives are actively selling into all relevant accounts.

Product marketing is actively supporting cross-sell campaign with additional trainings, content or collateral. They are also actively preparing for the public launch stage.		Depending on product confidence, brand awareness, and corporate strategy the size of this launch can vary drastically. For some companies, the launch should be used as a "splash opportunity," while for others, slower initial growth may be preferable.

Produce a GTM and Ideal Customer Profile analysis. Use these to inform the Growth or Demand Gen strategy.		During this phase, product growth is a partnership between multiple teams (product marketing, demand generation, sales, product).
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Key Activities
(Examples)		-Product development work
-Beta customer testing
-Customer Success Enablement
-Early collateral production
-Product messaging architecture		-Cross-sell pitches
-Sales enablement trainings
-Product & Customer Case Study Interviews
-Content & collateral production		-Cross-sell pitches
-Sales enablement training
-Case study production
-Public launch preparation		Varies drastically, but examples include:

-PR inititaves
-CRM marketing
-Webinars
-Event launch
-Influencer marketing
-Paid advertising
-Content marketing
-GTM analysis
-Ideal Customer Profile analysis		Utilizing all relevant marketing sales, and product activites that were defined in the growth strategy plan.
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Phase Owners (Stack-Ranked)Product
Product Marketing
Product Marketing
Customer Success
Product		Product Marketing
Customer Success
Product
Sales		Product Marketing & Demand Gen
Communications
Sales
Product
Other Marketing Teams		Product Marketing & Demand Gen
Sales
Product
Rest of Marketing
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Estimated Phase Duration3 months1 month1 -2 months3 monthsIndefinite
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 Exit Phase Requirements -Percentage of Key Bug Fixes resolved
-External product & pricing validation
-Customer segmentation complete		-X% of customer segment received pitch
-No major objections to product value or pricing		-X% of relevant customers receive pitch-GTM analysis
-Ideal Customer Profile Analysis
-Growth strategy		None
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Phase Goals -X% of bug fixes resolved
-Y% of customers state pricing is justifiable
-Internal stakeholder approval on full GTM & roadmap		-X number of new customers
-Y amount of new revenue
-Z percentage of segmentation received the pitch		-X number of new customers
-Y amount of new revenue
-Z percentage of segmentation received the pitch		Varies drastically, but examples include:

-W number of new customers
-X amount of new revenue
-Y number of new leads
-Z number of top-of-funnel impressions		-X number of new customers
-Y amount in revenue
-Z percentage retention rate
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