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A value proposition is a clear statement of what your product does, for whom, and why they should choose it over alternatives. A strong value proposition is specific, outcome-focused, and written for the buyer's perspective — not the seller's.
Product-market fit is the point where a product satisfies a real market need well enough that customers buy it, use it, and tell others about it without being pushed. Before PMF, growth requires forcing. After PMF, growth has pull.
B2B SaaS (Business-to-Business Software as a Service) is software sold to businesses on a subscription basis, delivered over the internet. The subscription model, recurring revenue, and the need to sell to organisations rather than individuals define most of the strategic decisions in a B2B SaaS company.
A cold email is an unsolicited email sent to a prospect with whom the sender has no prior relationship. In B2B sales, cold email is the primary outbound channel for initiating contact with potential customers at scale — lower friction than cold calling, higher volume than LinkedIn.
Sales operations (sales ops) is the function that manages the infrastructure, processes, and data that enable a sales team to operate effectively. It's often confused with RevOps — but sales ops is specifically focused on the sales function, not the full go-to-market.
Account-based selling (ABS) is a sales strategy where reps focus on a defined set of high-value accounts rather than working a broad list of leads. It's the sales execution layer of an account-based GTM strategy — where marketing runs ABM, sales runs ABS, and both target the same named accounts.
Outbound sales is the motion where the seller initiates contact with potential customers — through cold email, cold calling, LinkedIn outreach, or direct mail — rather than waiting for them to come inbound. It's the proactive counterpart to inbound, and the primary pipeline source for most B2B companies before content and SEO mature.
A proof of concept (POC) is a time-limited, scoped evaluation of a product in the buyer's environment. It reduces purchase risk for enterprise buyers and shortens the distance from demo to close for complex products — when run correctly. Here's how to structure one.
CAC (Customer Acquisition Cost) is the total cost to acquire one paying customer, including all sales and marketing expenses divided by the number of new customers in the period. In B2B SaaS, a CAC payback period of 12–18 months is healthy; above 24 months signals a unit economics problem.
LTV (Customer Lifetime Value) is the total revenue a customer generates over their relationship with your company. The LTV:CAC ratio — lifetime value divided by acquisition cost — is the primary unit economics health check in B2B SaaS. A ratio above 3:1 is the standard benchmark.
Sales enablement is the function that equips sales reps with the content, tools, training, and information they need to have effective buyer conversations. It sits at the intersection of sales and marketing — translating product and market knowledge into assets reps can actually use.
Win rate is the percentage of sales opportunities that result in a closed-won deal. In B2B SaaS, average win rates from opportunity to close range from 20–30%. Below 15% signals either a qualification problem or a positioning issue worth diagnosing.