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Tony Flores has worked in B2B SaaS for the better part of the last decade, managing teams of GTM experts and spending millions on search and social campaigns.
Over the last two years, Tony has come to believe that his industry’s standard approach to funnel analysis, insight gathering, and strategy development is fundamentally flawed and causing organizations to misunderstand what their target markets find relevant, useful, and compelling.
Tony has since started his own services agency, Growth Science, which relies primarily on market research (not funnel analysis) to develop and guide his B2B SaaS clients’ GTM execution.
Growth Science helps Challenger Brands in competitive B2B SaaS categories achieve meaningful differentiation from competitors and incrementally grow their market share.
In his spare time, he enjoys reading, learning new skills, and collecting petrified wood (especially on vacations).
Tony also spends a lot of time playing basketball with his son and volunteering at his school.
Tony Flores has worked in B2B SaaS for the better part of the last decade, managing teams of GTM experts and spending millions on search and social campaigns.
Over the last two years, Tony has come to believe that his industry’s standard approach to funnel analysis, insight gathering, and strategy development is fundamentally flawed and causing organizations to misunderstand what their target markets find relevant, useful, and compelling.
Tony has since started his own services agency, Growth Science, which relies primarily on market research (not funnel analysis) to develop and guide his B2B SaaS clients’ GTM execution.
Growth Science helps Challenger Brands in competitive B2B SaaS categories achieve meaningful differentiation from competitors and incrementally grow their market share.
In his spare time, he enjoys reading, learning new skills, and collecting petrified wood (especially on vacations).
Tony also spends a lot of time playing basketball with his son and volunteering at his school.
The B2B SaaS industry is struggling to transform strategic investment into pipeline and revenue. Misapplication of funnel analysis is causing B2B SaaS companies to fundamentally misunderstand their target market. The result is a disconnect between upper-funnel marketing and sales efforts and lower-funnel revenue outcomes that is difficult for performance teams to diagnose and fix.
On your podcast, Tony will talk about why B2B SaaS brands must steer away from funnel analysis and leading metrics and why they must focus on customer alignment instead. He’ll share how to gain insights from customers in a non-biased way, clearly define your market, and identify the desired outcomes. And lastly, how to act on these new insights and goals throughout an entire organization from sales and marketing to customer success and product development.
Go-to-market execution is constantly evolving. New tactics are being introduced quickly and existing tactics are growing more nuanced. An abundance of agency support, templates, and case studies have transformed quality go-to-market execution from a competitive differentiator to a table stake that’s necessary to even compete. The only way to achieve go-to-market success in these competitive environments is by carving out a groove of meaningful differentiation and pursuing that target competitive position in a way that can withstand competitive response.
On your podcast, Tony will share how B2B SaaS brands can achieve meaningful differentiation by transitioning to a competitive strategy that is primarily aligned with target customer outcomes, instead of internal success metrics. He’ll also share why this approach is the best way to achieve alignment through an entire organization, maximizing the competitive advantage contributed by each department. Tony will also discuss demand generation as a concept, and why early-stage B2B SaaS should be optimizing for runway alongside performance.
Market research. Everybody knows it’s important but almost no one does it correctly. Tony believes that the #1 problem with B2B market research is that it often lacks useful specificity. And that the #2 problem is that it often takes too long to collect and action the feedback. Both of these challenges are causing B2B SaaS companies to go to market with messaging and programs that members of their target market don’t find relevant, useful, or compelling.
On your podcast, Tony will discuss the common types of market research executed in-house at B2B SaaS brands and why those practices are leading companies further and further away from a true customer understanding. He’ll also discuss Job Theory, an approach to product and service innovation that he believes is the best way to arrive at a market understanding that is properly aligned with customer wants, needs, and desired outcomes. Lastly, Tony will share what teams should actually DO with the customer insights derived from market research so that their individual departments can best support the business’s long-term strategic objectives.
If there is a specific topic you would like Tony to focus on during the interview that is not listed here, please do let us know.
We would be more than happy to run this by Tony to see if he was able to talk in detail and deliver value to your audience.
