guide to structuring and scaling SaaS sales in your company 2020 -

SaaS stands for Software as a Service. From English, software as a service. For companies that sell services, then, structuring the business process and escalating sales is always a big challenge. Therefore, techniques, strategies and tools are needed at this time.

The adoption of technology in several sectors, segments and markets has made SaaS companies grow and grow a lot.

Digital transformation, increasingly a necessity for any business that wants to remain competitive first, is something more and more present and constant.

At the same time that opportunities appeared for those selling software as a service, competition has grown.

And this brought a new scenario: the bargaining power, previously with service providers, passed to the customer.

What does that mean? That, in order to scale your SaaS sales, it is necessary to have extremely well structured processes.

It is the only way to attract, impact, enchant, relate, sell, retain and retain customers.

About structuring the SaaS sales process, techniques, strategies, tips and tools is what this post is about, from now on.

Good reading!

The SaaS sales market

SaaS Sales

If you’re starting to structure your SaaS sales process, here’s some good news.

A study published by Market Research Future pointed out that the trend, until 2022, for the SaaS sales market, is one of growth.

The projected peak, in fact, is 21% for the sector. It is no wonder that more and more companies (especially B2B) are investing in technologies and improving their processes.

So, to be able to identify good opportunities, you need to segment the market.


  • the size of the market;
  • priority regions;
  • list competitors and their locations;
  • do a SWOT analysis and understand your competitors’ positioning and differentials;
  • see the price your competitors charge.

From there, it’s time to look internally.

Start designing the average ticket for your sales and also how much you will possibly have to spend to acquire customers. This is the CAC.

In the beginning, of course, everything is an estimate. But if you already have data from the previous year and are planning new sales, this task is easier.

That said, do:

  • define the average ticket for your sales in 120 days;
  • what the average ticket and price you want to sell;
  • how many months will your company have to invest (cash flow)?
  • how long will prospecting possibly take to get results?

Who is your ideal customer?

SaaS Sales

Before you start prospecting and selling, you need to be very clear about the ideal customer profile (ICP) of your business.

Which companies does it make sense to sell to? Do they really have the capacity to continually consume your service?

Focus on this task on:

  • do a segmentation by CNAE;
  • segment by region;
  • separate companies by their number of employees, turnover and branches;
  • if you are an active company in SINTEGRA;
  • evaluate your financial score.

It helps, in your marketing strategies, to design the persona that you will approach.

Thus, you will know where the person (the manager, the CEO) is, what their habits, language….

All of this will help you better understand how to approach a customer for the first time – and generate value for them!

How to create a SaaS sales team

SaaS Sales

Scaling SaaS sales is only possible when you have a really good, trained and customer-focused sales team.

But, for this, it is necessary to be clear that you will need much more than salespeople (so-called “closers).

A complete team that is efficient and effective on a daily basis is composed of:

  • BDR: Business Development Representative;
  • SDR: Sales Development Representative;
  • LDR: Lead Development Representative.

Each of them has a different function.


SaaS Sales

This professional is, in general, responsible for prospecting outbound customers for your company.

Its functions are:


SaaS Sales

This professional is generally responsible for organizing the lists of leads to start attracting customers.

Its functions are:


SaaS Sales

This professional is generally responsible for the qualification of leads from marketing strategies. However, you can also participate by prospecting customers.

Its functions are:

  • contact the leads generated by the company’s inbound marketing actions;
  • calls to find out the degree / level of interest in relation to the service sold;
  • customer service through online chats and messenger;
  • relationship through the WhastApp;
  • sending email to relate to prospects;
  • scheduling an agenda for salespeople to demonstrate the sales.

Salaries, commissions and awards: make everything clear and correct

SaaS Sales

What is clear is not frustrating. And a frustrated and unmotivated sales team is all you don’t need, do you agree?

Salaries, goal awards and sales commission need to be clear to everyone and, more than that, recorded.

Both in contract, work card and also in your company’s sales playbook.

For those who are still creating the entire sales structure, define:

  • the prospecting team with a fixed salary close to that of the salespeople;
  • benefits such as VT, VR, medical and dental insurance, among others;
  • matrix of positions and salaries (career plan);
  • do a salary survey to make a fair remuneration (Catho, Glassdoor, Unions, etc.).

Then, set goal and commission prizes. You can make this clear in your company’s sales playbook. Everyone’s salary, of course, does not need to be exposed to everyone.

Then define:

  • prospecting team = prize for goals (SQL accomplished);
  • prospection team = commission on each sale made (and not on a closed schedule!);
  • travel awards, participation in fairs, events, courses, lectures

Watch out for: CAC / cash flow, as there are percentages to be considered for payroll charges.

And also with the variable of 25% to 75% of the total monthly remuneration.

That is, program yourself. Plan yourself. Make a proper financial management, healthy and focused on honoring the commitments made.

How to do SaaS sales training

SaaS Sales

To be able to have a successful team and scale your SaaS sales you need training …

Lots of sales training! But, how to assemble and fit it into the sales routine?

After all, the idea is not to train once and get them to sell immediately.

The wheel can’t stop spinning, right? At the same time, you always need to gather fresh insights, with current data.

Therefore, structure it as follows:

  • leave 4 days for sales and 1 exclusive for training (the latter when you are structuring a new team);
  • after structured, set aside 1 hour per day for training, reviewing the previous day’s numbers, sharing practices, etc;
  • create and share sales scripts, persuasive words, writing and storytelling techniques;
  • define what approach 1, 2, 3 and 4 will look like (phone, email, WhatsApp…);
  • define the qualification approach (roadmap to identify fit and ready to buy customers);
  • define the disruption approach (sending email and a contact in case the customer changes their mind);
  • define the approach to circumvent objections and deal with resistance;
  • define the follow up approach in the various stages of the funnel.

Sales team ramp up

But to really make a difference for the potential customer who is in contact with you, to differentiate yourself from the competition, you need to do more.

Sales training improves and keeps your process always in line with the customer’s pain. Great.

But within the time set aside for this, you need to be aware of your competitors. And here the sales manager has a more active mission.

The rampage of the commercial team may occur through:

  • market training;
  • discussion of customers’ most latent pains and needs;
  • non-sales speech;
  • debate on more effective sales methodologies;
  • demand for content for marketing to help attract and persuade customers.

Theory is important, but the practice is even more so. That cliché already said: “From discussion, light is born”.

Therefore, run weekly campaigns for the proposed improvement actions and evaluate their impact at the end of the period.

  • what should have been done and not?
  • what good has been done and must be maintained?
  • what was done wrong and should be corrected?

Bonus: don’t forget the cases!

SaaS Sales

Cases are excellent ways to get around objections. Put them in your playbook, see?

If you don’t have any ready yet, be it on video or text, better start producing them.

When a customer sees, in practice, the improvement that you are saying exists, materialized, you increase your persuasive power over them.

So, get to work:

  • which clients do you write the cases?
  • which logos can you use for presentations at events and sales demonstrations?
  • what are the gains and the ROI of what your customers have achieved with your software?

Activate your customer success area that is constantly in contact with your customers to find out which one has the potential to become a case.

It is a mission for success and marketing to fulfill together.

How to define SaaS sales goals and objectives through 5 pillars

SaaS Sales

How bold can you be when setting sales goals and objectives?

It is a complex question, obviously, to be answered.

But that only you can do it yourself based on your company’s history (if any) and the historical rate of the market and the competition (if possible).

But basically, 5 pillars will help you to define these numbers to be sought.

  1. Historic;
  2. Product;
  3. Market;
  4. Team;
  5. Sales SLA.

1 – History

  • What company sales story?
  • How many schedules do your salespeople work on a weekly basis?
  • How many schedules does your marketing team get (MQL)?
  • How many MQL are transformed into SQL (sales schedules)?
  • How many SQL agendas are missing for your sales team each month?

2 – Product

  • What is the adherence of your product to the market?
  • What features, modules, attributes add sales?
  • What is the product roadmap for 6 to 12 months?

SaaS Sales

3 – Market

  • How is the market (recessive or buyer)?
  • Which questions / information are important?
  • What external (macro and micro) factors can influence (up or down) your sales?
  • What is the projection for the economy of the country and the sector in which you operate?

4 – Team

  • How many vendors (inside sales and field sales) are available?
  • What is the sales ramp time / phase?
  • Which closers can really be considered ready and mature?
  • What is the window / schedule of schedules available for each seller daily?

5 – Sales SLA

  • What items do we have to provision to set up an SLA?
  • Have you been able to focus on the decision maker, influencer or c-level (CEO, CIO, CFO…) to close the sale?
  • What is your company’s average sales closing time?

Important sales and prospecting metrics for SaaS companies

SaaS Sales

How do you know if your sales management is correct? If your company is on track to achieve the proposed objectives?

There is no secret or mystery at this time. You need to be aware of the sales metrics that truly matter to your business.

Indicators are important both in sales and in the prospecting phase. And there are basically 3 levels to be analyzed:

  1. Basic (Quantitative);
  2. Intermediate (Qualitative);
  3. Advanced (PDCA).

Let’s go to them:

1 – Basic Level (Quantitative)

SaaS Sales

Pay attention to the cadence of the funnel and automations within the prospecting and pre-sales funnel.

Set up a qualification form per step. Thus, it will be possible to measure:

  • how many companies joined;
  • how many companies we lose;
  • how many calls were made;
  • how many messages were sent
  • how many schedules (SQL) have been marked.

2 – Intermediate Level (Qualitative)

Perform A / B testing of approaches and scripts. The mission, of course, is to see which one brought the best results.

So answer:

  • What fees did companies respond to your emails and phone calls?
  • What conversion rates per funnel phase and campaigns?
  • What are the rates of losses and reasons per phase and per campaign?
  • What are the no-show fees (SQL not performed) for reasons?
  • How many SQL calendars x campaign x salesperson?

3 – Advanced Level (PDCA)

SaaS Sales

Take advantage that your sales system has integration with webphones, do a sales coaching with your team listening to the recorded calls with potential customers.

And then answer:

  • What rate of effective calls vs. attempts per campaign?
  • What rate of companies on the list x SQL calendars per campaign?
  • Which influencer rate reached x SQL calendars per campaign?
  • What rate of decision reached x SQL schedules per campaign?
  • Which purchase intention rate (45 day period) x SQL calendars?
  • Which purchase intention rate (90 day period) x SQL calendars?
  • What rate of commercial proposals x SQL schedules per campaign?
  • Which sales rate x SQL calendars per campaign?

By doing this, you structure your SaaS sales process, have trained professionals and increasingly focused on your customer’s success.

This is how you will grow your sales and stand out from the competition: with processes and intelligence.

So, how can we help you?

If you are unsure about the content or want to share any pain about your process, speak to a consultant right now.

Enjoy and read two articles that will help you have better and better processes in your company.

The first talks about the importance of process automation in sales and how to do that.

The second is about sales intelligence and how it impacts your business.

Good sales!

A hug from CWT, your CRM. #RunCWT