GTM Advisory for Eleni
About Eleni
Eleni is an early-stage B2B SaaS company based in Cambridge UK.
They are building a financial SaaS that brings all your financial data in one intelligent platform, giving founders, CFOs & finance teams the confidence to make beter, faster financial decisisions.
The company was pre-revenue, with a team of 5 people and first early customer commitments.
The Challenge
Tawu (the CEO of Eleni) reached out to me as they lacked clarity in their GTM - especially how to position the product and how to communicate it the right way (aka. messaging).
Tawu wanted structure in their GTM material.
They had an early version of the product, but missed clarity on how to get first customers.
They were actively searching for support in growing their business, putting a solid GTM structure in place.
Eleni faced several challenges:
🔴 Their positioning and messaging were unclear. Messaging was too vague/broad (lots of different usecases & ICPs)
🔴 They had a hard time explaining (in easy words) what their product does - it especially did not match the current state of the product
🔴 The pricing was too complex (feature gating) for the stage of the company
🔴 Their planned sales motion (self-service) was not the right motion for complexity of product, the ACV, stage of the company and option to learn from sales conversations
🔴 They missed clarity on what GTM materials they need (e.g. sales deck, case studies, early-customer program)
🔴 Their focus was mainly on indirect channels (partner-led sales), but they haven't figured out direct channels
The Solution
Tawu first discovered me through my GTM workbook and then reached out to me for GTM support.
Aftter 2 calls we both believed that this is a great fit and started with a 6-month GTM Advisory.
Here’s what we worked on:
1️⃣ Built first version of ICP & Messaging: We had a few session to get clarity on the SaaS messaging framework
2️⃣ Sales Deck: Based on the new messaging clarity, we developed a sales deck with a compelling story (being used in the sales process)
3️⃣ Early-Customer Program: We launched an early-customer program to get first paying customers and having a closed group to get quick product feedback
4️⃣ Pricing: I helped simplify their pricing model to make it clearer and easier for customers to understand
5️⃣ Sales Plan / Forecast: We created an operational sales forecast to know what Eleni needs to hit on a weekly and monthly base in order to reach 2025 goals
6️⃣ Network & referral sales: Instead of relying purely on partner referrals, we implemented a clear way on how to leverage existing network to get warm intros
7️⃣ Email Templates: We created email templates that Eleni can use during the sales process, from initial contact to onboarding new clients
8️⃣ Revamped Sales motion: Instead of a self-service product-led motion, we focused (for now) on a sales-led motion
The Results
Working together helped Eleni to:
✅ Win early paying customers
✅ Execution plan with tactics to reach and acquire the right customers
✅ Clarity on their messaging and ICP
What Was Most Valuable for Eleni working with me?
For Eleni (Tawu), the most valuable part of working with me was: Time 🙂
Spending the quality time on key areas such as GTM for an early founding team is invaluable and having the guidance and resources
Would You Recommend Alex?
Yes, I would highly recommend Alex to all SaaS founder particularly if you don’t have experience in sales & marketing.
Final Thoughts
My advisory helped Eleni build a clear GTM plan, so they can now execute with more clarity and confidence.
If you’re an early-stage SaaS founder looking for guidance on GTM, reach out to me and book your free intro call.
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