Alexander Estner

I help early-stage SaaS founders build & execute their Go-to-market foundation to grow from €0 to €1 million ARR 🚀

3 WAYS I CAN HELP YOU 👇
1️⃣ GTM Advisory - Work 1-on-1 with me in bi-weekly GTM sprints
2️⃣ GTM Audit - Get a 360° assessment of your current GTM status quo + custom action plan
3️⃣ GTM Content - Bi-weekly newsletter +  Daily LinkedIn posts + Free GTM Library

P.S. You will find the links to all 3 in the featured section.

Among other things, I help you with:
👉 Creating your early/ideal customer profile (ICP)
👉 Working on positioning, messaging & value proposition 
👉 Choosing the right pricing for your business (pricing model, value metric & packaging)
👉 Implementing the right sales strategy (sales-led vs. product-led)
👉 Mastering 2-3 growth channels to continuously generate new deals/trials
👉 Setting up the right tech stack in sales, marketing & customer success
👉 Building your commercial teams.

Send me a DM on LinkedIn or book a free 15-minute intro call to learn more about my offering.

Startup Consultant for B2B SaaS

As a freelance startup consultant, I help early-stage B2B SaaS Startups quickly grow their business with a powerful Growth Strategy 🚀


I work on both, strategic and operational, levels and help you with the following topics.

► For Founders (Launch to Seed Stage):
- Clarify, validate and stress test your business idea
- Win first paying customers and kickstart growth for your SaaS
- Develop and implement a powerful B2B SaaS Growth strategy
- Find product-market fit and close your first funding (business angels & seed)

► For Startups (Seed to Series A Stage):
- Accelerate your growth to 5M€+ ARR
- Review or implement a powerful B2B SaaS growth strategy
- Optimization of direct & indirect growth channels
- Create a growth team mentality, track the right KPIs, and set OKRs

► For more information:
- check out my website (www.alexestner.com)
- subscribe to my FREE weekly newsletter for founders & early-stage startups (https://startupbusinesstips.substack.com/)

► Interested?
- Send me a DM on Linkedin

Fundraising still costs founders 15–20 hours every week.
I partnered with Notion to drop the AI Fundraising Kit - a free stack to help startup founders raise with clarity and confidence.

After working with 30+ founders over the last 3 years, I kept hearing the same questions:

→ Which investors should we actually talk to?
→ What does a “good” pitch deck really look like?
→ How do we structure a proper data room?
→ How do we track investor conversations without chaos?

All this is covered in the AI Fundraising Kit.

What's inside 👇

1️⃣ Investor Database (10k+ profiles)
--> including 2000+ early-stage VCs, incubators, and accelerators

2️⃣ 50 real pitch decks
--> From YC, a16z, and Sequoia-backed startups

3️⃣ AI agents for fundraising
--> Ready-to-use Notion agent prompts for:
- creating pitch docs
- logging investor emails
- building a data room

4️⃣ Notion Data room template
→ A clean, investor-ready setup you can use instantly

Plus a big Bonus 💰

$50K+ in free AI tools (Notion, v0, Supabase...):
▫️ 1 Year Framer
▫️ $60 in v0 by Vercel (frontend)
▫️ $300 from Supabase (backend)
▫️ Up to 6 months of Notion Business with AI (run your startup)

If you’re fundraising now, or planning to soon, this saves weeks of work.

👉 You can access your AI Fundraising Kit here: https://lnkd.in/e4zYDVCe

(It’s free — and yes, I’d grab it before that changes.)

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Newsletter

Join 4500+ SaaS Leaders and get actionable content in your inbox: https://www.mrrunlocked.com/p/saas-gtm-foundation

GTM Foundation

Build your GTM foundation: https://www.mrrunlocked.com/p/saas-gtm-foundation

Listen to Podcast

Listen to the podcast episode on the 3 stages to 1€ million ARR: https://podcasts.apple.com/us/podcast/s6e18-the-3-step-gtm-playbook-to-grow-your-saas-from/id1670431932?i=1000713247114

Sales Deck

Build your sales deck with my free sales deck template: https://www.mrrunlocked.com/p/high-converting-sales-deck

Vetted Tools

Vetted Partners

SaaS GTM Guides

https://www.alexestner.com/#Best-SaaS-GTM-Guides

14 actionable CRM tactics

SaaS Homepage

https://www.mrrunlocked.com/p/saas-homepage-copywriting-guide

Founder Brand on LinkedIn

https://www.mrrunlocked.com/p/founder-led-linkedin-guide

Customer Success into Referrals

https://www.linkedin.com/posts/alexander-estner_how-moritz-weiss-turned-customer-success-activity-7327573567070420992-DkSk?

GTM Audit

https://alexander-estner.webflow.io/services/gtm-advisory#Pricing-Table

ECP to ICP Guide

https://www.mrrunlocked.com/p/analyze-your-icp

SaaS Vetted Tools

👇GTM templates: https://www.alexestner.com/gtm-templates

360 GTM Audit

https://www.mrrunlocked.com/p/360-saas-gtm-audit

SaaS Pricing Page Guide

Ultimate SaaS Pricing Page Guide: https://www.mrrunlocked.com/p/saas-pricing-page

Nocodefounders Newsletter

Read the full article on: https://nocodefounders.beehiiv.com/p/how-to-build-a-strong-gtm-foundation-0-to-1m-arr

6 founders sharing insights

Hear all 6 founders sharing their tips & mistakes: https://www.mrrunlocked.com/p/6-founders-insights

Experts Tips

📌 From 0 to €1M ARR: 17 Expert Tips Every Founder Should Know: https://www.mrrunlocked.com/p/17-experts-best-tips

MRRUnlocked Signup

Sign up on mrrunlocked.com to get all tips delivered in your inbox (+ 50+ GTM infographics for free).

LinkedIn Playbook

📌 Get the Founder + Team LinkedIn Playbook for free: https://www.mrrunlocked.com/p/founder-linkedin-playbook

6 GTM problems

📌 Full breakdown of the 6 GTM problems that keep repeating: https://www.mrrunlocked.com/p/the-6-gtm-problems

Homepage Teardown

📌 Homepage Teardown of 6 Top SaaS/AI companies: https://www.mrrunlocked.com/p/homepage-teardowns-what-6-top-saas

Digital Nudging: User Experience positiv beeinflussen

Climate Change, Risks and Challenges

Digital Advertising

The Complete Digital Marketing Course

'Hands-on’ GTM Advisor || I help SaaS founders build & execute their Go-to-market and go from €0 to €1 million ARR with less trial & error || Join 4000+ SaaS leaders & get my free SaaS GTM tactics in your inbox👇

I help early-stage SaaS founders build & execute their Go-to-market and quickly go from €0 to €1 million ARR 🚀

3 WAYS I CAN HELP YOU
1️⃣ GTM advisory - Work with me 1-on-1 in weekly or bi-weekly deep-dive working sessions to build and execute your powerful GTM strategy.
2️⃣ List of 90+ actionable SaaS Growth Tactics and Free SaaS Growth Strategy Worksheet (Links are in the Highlight section).
3️⃣ Free actionable SaaS growth tips: Daily on LinkedIn and bi-weekly in my newsletter (read by 2300+ SaaS leaders)

Bonus: Sponsor my newsletter & reach 2300+ early-stage SaaS founders/leaders/decision makers.

Among other things, I help you with:
- Creating your ideal customer profile (ICP)
- Working on positioning, messaging & value proposition 
- Choosing the right pricing for your business (pricing model, value metric & packaging)
- Implementing the right sales strategy (sales-led vs. product-led)
- Mastering 2-3 growth channels to continuously generate new deals or/and trials
- Setting up the right tech stack in sales, marketing & customer success
- Building your commercial teams.

Send me a DM on Linkedin or book a free 15min virtual coffee to learn more about my offering.

------------
ABOUT ME:

Hi, I'm Alexander Estner - but please just call me Alex.

I'm based in Munich, Germany 🇩🇪 and I've spent my whole career in the startup environment with now more than 10 years of experience in SaaS and marketplaces from being the first commercial employee of a fast-growing SaaS-enabled-marketplace to being a Co-founder of a SaaS startup and now supporting other early-stage founders on their journey from pre-revenue to the first €1 million ARR.

Over the last 2 years, I've helped 25+ SaaS companies grow their business faster with a powerful GTM strategy - as a growth advisor, consultant, or interim manager.

What I care about: 

- Brainstorming new business ideas 💡
- Sustainability, healthy food, and barista coffee ☕.
- Traveling, well-being, and all kinds of sports like skiing, beach volleyball, yoga, and fitness 🧘‍♂️
- Books & podcasts about startups, leadership, personal development, & positive mindset 📚

------------
💡 Currently getting inspired for a new startup

Go-to-market in 2024 is tough.

My best SaaS GTM Guides help you master GTM in 2024.

1️⃣ The Ultimate Ideal Customer Profile Framework
2️⃣ The Ultimate SaaS Messaging Framework
3️⃣ High-converting SaaS Homepage template
4️⃣ The perfect Sales Deck template
5️⃣ The Ultimate SaaS Pricing Guide
6️⃣ The Best Outbound Tech Stack for SaaS
7️⃣ The Ultimate Content Marketing Guide for SaaS

The 7 Best SaaS GTM Guides 2024

The free Workbook helped 3000+ SaaS leaders build their SaaS GTM Strategy.

The Ultimate SaaS GTM Strategy Workbook [Free]

Grow faster from 0€ to 3€ million ARR with 100+ actionable & proven SaaS Growth Tactics (helped 200+ SaaS leaders)

100+ actionable SaaS growth tactics

Get weekly 3 actionable SaaS GTM strategies and tactics to grow your B2B SaaS business from €0 to €1 million ARR 🚀.

MRR Unlocked 🚀 | Alexander Estner | Substack

RevGenius is a group of revenue-generating sales and marketing professionals brought together to learn, share, support, and grow with each other. You can consider us your alt work family!

The Mentoring Club is a pro bono platform where mentors and mentees meet and can schedule mentoring sessions. You can schedule a free mentoring session with me here: https://www.mentoring-club.com/the-mentors/alexander-estner

Notion

Helping SaaS & AI founders build and execute their GTM foundation to grow from €0 to €1 million ARR with less trial and error | ‘Hands-on’ GTM Advisor👇

Tactics are great, but only if you have a strong GTM foundation.

When I work with founders on their way to 1€ million ARR,

we usually start building the foundation.

This includes:

Clarity...

1️⃣ on who you target (ICP)

Focus is key here. You can't afford having 2+ ICPs.

Every segment requires a different motion.

2️⃣ on what your product is and how it's different

This is your positioning anchor.

You can lead with a product category (e.g. CRM tool) or a usecase (sending SMS to clients).

This helps prospets to understand for what they need your product.

Once this is clear, you can add your differentiator (against the dominant status quo).

This might be: niche, unique feature, lite, premium...

3️⃣ on how to communicate this

This is your messaging. Your words need to resonate with your buyer.

Your website, demos, emails, sales decks, case studies all need to be aligned.

They become your core GTM assets that align your ICP, positioning & messaging.

4️⃣ on your GTM motion

Are you self-service / product-led or grow via demos (sales led).

You can't run both in parallel (too early). 

So your market, ICP and pricing defines your GTM motion. 

5️⃣ Pricing

In this phase, pricing is less about 'profit hacking' and more about willigness to pay.

You should treat pricing iterative. Key is to find the right value metric.

Build your pricing tiers (packaging).

The more clarity you have on these, the easier becomes the execution.

This includes choosing the right GTM channels.

👉 Which part needs most of your attention?

📌 P.S. Send me a DM if you want the full GTM foundation guide.

I’m happy to share that I’m starting a new position as GTM Advisor!

I'm deeply impressed what Yanick Frehner Ingmar Feldhoff Ramon Vorich Otto Attila Jonathan V. and the team achieved within a few months.

In November, I did a GTM audit for them.

They were doing already quite good.

But I uncovered a few areas that need their attention.
Since then, they executed crazy fast 🔥 

And now we decided to work together for the next months.

Excited about what the next months will bring together.

Co-Founder & CEO @ Leto GmbH | AI-Powered Automation | Zukunft der Arbeit gestalten

Vertriebsleiter | Leto AI | KI-gestützte Automatisierung für mehr Produktivität & Wachstum

CMO @ Leto AI

AI driven - PHP & Laravel Developer | Fullstack

I believe every B2B SaaS company has its own 'sales process'
So it's not about copying THE one.

But what you need to do is define your 'sales process'.

If you don't know what your sales process looks like,
you can't guide your prospects from first touchpoint to closing.

No need to overengineer too early.

Define:

✅ What is your primary CTA

--> Do you want them to book a call? Or do a free trial?

✅ What happens in the first call?

--> Is is a short discovery call? or already a demo?

✅ What defines a qualified lead?

--> What are your criteria for a MQL and SQL.

✅ When do you open a deal in your CRM?

--> Clear entry criteria

✅ What are the next steps after the call?

--> Do you do a technical deep dive? or a trial phase?

✅ What happens after closed won?

--> How do you handle the onboarding?

✅ How do you work with existing customers?

--> Monitor churn alerts? Identify expansion potential? 

Write down the steps your ICP take. 

👇 How is your sales process?

I’ve done 15+ GTM audits across:

different markets
different ACVs
different stages (0€–1M ARR)

The problems repeat.

The 6 repeating GTM problems I see.

1️⃣ ICP is defined, but not enforced

2️⃣ Positioning lacks a clear anchor

3️⃣ Sales demos are product tours

4️⃣ No clearly defined sales process

5️⃣ GTM assets are too generic

6️⃣ Content without strategy

Not because founders don’t work hard.
But because GTM is treated as disconnected tasks.

Not as a system.

👇 Which GTM area feels most fragmented for you right now? 

--- 
📌 Full breakdown of The 6 GTM Problems That Keep Repeating in the latest MRR Unlocked newsletter (link in comments).

Over the last few months, I’ve done over 15 GTM audits across various B2B SaaS companies.

Different markets.
Different ACVs.
Different stages (all between 0€ and 1€ million ARR).

Yet the same GTM problems keep showing up.

Not because founders are sloppy.
Not because the product is bad.
Not because they don’t execute fast enough.

But because GTM is treated as a collection of independent activities, not a system.

Which is why many founders feel busy, ship constantly, and still struggle to create momentum.

Here are the 6 GTM mistakes I see over and over again.

👇 What GTM problem do you see?

---
📌 Yesterday, the first mrrunlocked.com newsletter episode went live, where we deep-dived into these 6 GTM problems. Link to the episode is in the comments.

One of those bittersweet solopreneur moments today.

After 12 months of working closely together, my content freelancer Himani Sheth decided to take a full-time role.

And honestly?
I’m very happy for her.
And also... a little sad.

Over the last year, she helped me with:

--> My LinkedIn content

--> The mrrunlocked newsletter episodes

--> Getting sponsors

--> And a lot of behind-the-scenes work that most people never see

What I loved most about our journey:

In September 2024, she just reached out.
No pitch deck. No fancy intro.

She said:

“I’ve learned a lot from your content and would love to work with you.”

I checked her grid.
It impressed me.

We jumped on a few calls, aligned on expectations, and decided it was a good fit.

The rest is history.

This is also a reminder:
👉 Sometimes the best collaborations don’t come from job posts
👉 They come from people who already care about your work

Now, I’m looking for someone who can replace her.

Which, of course, is not really possible 🙂

But if you:

--> Love writing (LinkedIn + long form guides)

--> Care deeply about quality

--> And enjoy working closely with a solopreneur

Feel free to reach out (or tag someone great).

And to Himani:
Thank you for everything and good luck in your next chapter. 
You’ve earned it ❤️

Content marketing for B2B founders and solopreneurs | Influencer Marketing | Ex- VC

If you're SaaS/AI founder planning to launch new product pages on your website, we have something for you 👇

Quick reminder.

Your homepage is

❌ NOT a detailed page about how your product works.

❌ NOT a page purely on 1 specific use case or 1 specific feature.

Instead,

✅ That’s the job of product pages

Compared to your homepage, they come with a few benefits:

1️⃣ Homepage visitors find information that matches their specific needs quickly

2️⃣ Sales and support teams share more information about a specific feature in a snackable format

3️⃣ Search engines and LLMs understand the core capabilities of your product and recommend your tool in their answers.

You can have 3 different types of product pages:

1️⃣ Feature pages

2️⃣ Use-case pages

3️⃣ Customer segment pages (Persona/Teams, Company type, Industry pages)

Each of these pages has a slightly different focus.

✅ Feature pages and Use-case pages focus on ‘how it works’.

✅ Persona/Teams, company type, and industry pages focus on ‘Who it’s for and how this type of audience benefits from using the product’.

What are the best product pages you know?

---
P.S. If you want the 'Perfect Product Pages Guide', send me DM.

Everyone says you can't run a sales-led motion with <10k€ ACV

Unless you...

If you're a founder on the way from 0€ to your first 1-3€ million ARR, it can be fine to be sales-led. 

Because ACV alone is not an indicator if your motion is healthy or not.

At the end, you need to look at:

1️⃣ CAC payback period (fully loaded)

How long does it take you to make money (and recover your CACs).

At the early stage, I would say
🟠 Everything below 12 months is acceptable
🟢 Below 6 months is great.

This might look a bit different if you're bootstrapped.

2️⃣ ARR signed per AE

If you set healthy quotas (e.g. 4-6x on OTE), it can be fine to scale with 'more humans' - at least for the first 2-3 reps.

All this, of course, requires an efficient sales motion.

Win rates over 20%.
Sales cycles < 90 days
Mostly inbound-driven demos.

I'm not saying that PLG or sales-assisted PLG is wrong.

I just say that sales-led can still be okay if you're early.

What do you think?

If your GTM isn’t working, this might be why:

You never made a real positioning decision.

No clear:
• ICP
• category
• competitor set

And without that:
→ your content lacks edge
→ your LinkedIn profile is vague
→ your outreach doesn’t convert

Founders often say:
“I don’t want to be boxed in.”

Reality:
You’re already boxed in by indecision.

Positioning is a bet.
Execution is how you validate it.

Take the bet.
Then improve it.

P.S. I'm launching soon my new ICP & Positioning Framework. Want early access? Drop me a DM.

We all know competitor comparison pages, but CloudTalk is the only one I saw doing this on their homepage.

In crowded markets, Buyers evaluate different vendors.
You will NOT be the only one they check out.

So this is your chance to add your POV.

If you don't, someone else will do it.

And a very common way to do so is to have dedicated landing pages for competitor comparisons.

Either visible on the website footer.
Or completely hidden.

But I think if you know that buyers anyway compare you against your biggest competitors.

You can add them to your homepage.

I've seen Cloudtalk doing this.

And I think it's smart.

👇 What's your take?

P.S. If you want to learn how to position yourself against your competitors, send me a DM and I'll give you access to my new positioning&messaging framework.

CloudTalk

If you already know how to reach your first 1€ million ARR, these slides are NOT for you ⛔

GTM Foundation Infographics

Sometimes the best planning happens away from the laptop.
I unplugged for 2 weeks.
And it gave me absolute clarity on 2026.

I spent unplugged,
in nature, hiking, slowing down, and being fully present with my wife.

No notifications.
No endless tabs.
Just long walks and clear thoughts.

And while I disconnected from work...
I reconnected with direction.

I used that time to plan my 2026.

And one thing became very clear:

I don't want to add more.

But rather less. More focus.

👉 I’m doubling down on GTM Foundations for AI & SaaS founders.

Not hacks.
Not shiny growth tactics.
But the fundamentals that actually compound.

This means a stronger focus on:

--> Defining who your product is really for

--> Sharpening positioning & messaging that cuts through noise

--> Designing a GTM motion that fits your stage

A few things that are coming soon:

--> ICP Framework V2
--> Sales Demo Blueprint
--> Positioning Framework

More on this soon.

👇 What topics should I cover in 2026?

If you're doing product demos for your SaaS/AI, this one is for you.

Most B2B demos fail not because of the product,
but because the structure is weak.

Over the last few weeks, I’ve been building something to fix exactly that:

👉 The B2B SaaS Sales Demo Toolbox

It includes:

1️⃣ Demo Structure (1-pager)
A clear, repeatable flow for strong demos:
Intro → Time Check → Agenda → Discovery → Buy-In Summary → Tailored Demo → Recap → Next Steps

2️⃣ Sales Demo Script
Ready-to-use blurbs for every step of the demo
(no more “uhm... so yeah” moments)

3️⃣ Demo Coaching Feedback Template
A simple way to give (or receive) structured, actionable feedback

4️⃣ 2-Minute Demo Video Script
Perfect if you want a short sales/demo video without overthinking it

I’ve already tested this with 10 SaaS & AI founders over the last weeks.

Right now, I’m opening early access:
✅ Free
🔒 In exchange for qualified feedback

Heads-up:
I plan to turn this into a €50+ product soon once it’s polished.

So this is likely the only time it’ll be available for free.

👉 Want early access?
Comment “Demo Toolbox” and I’ll send it over.
,

One of the biggest GTM mistakes I see founders make:

They wait for perfect data before positioning.

But positioning creates the data.

The moment you decide:
• “We help X”
• “With problem Y”
• “Instead of solution Z”

Suddenly:
→ lead lists get easier
→ your website writes itself
→ content ideas appear
→ competitor research makes sense

Yes, it’s a bet.
Yes, it might be wrong.

If your GTM feels stuck, ask yourself:
👉 “Where am I avoiding a clear bet?”

P.S. Drop me a DM if you want my new Positioning Framework.

I teamed up with web-design expert Maximilian Fleitmann for a teardown of  6 fast-growing SaaS and AI companies.

We reviewed Attio, Clay, Jimo, Fin AI, Sastrify, and introw.io.

We broke down
✅ what works
⛔ what doesn’t, 
🔥 and what we’d change immediately, 

turning all insights into a practical Figma file with concrete comments you can directly apply to your own homepage.

Comment 'teardown' to get the homepage teardown.

🎨 Design-as-a-Service @ magier | 🏰 Co-Founder @ Wizard Ventures ► Building an Internet Holding

Attio

Clay

Jimo

Sastrify

introw.io

Hot take: A bad positioning is better than no positioning.

Here’s why 👇

Positioning means deciding:
1️⃣ what your product is
--> Our product is X. E.g. Our product is a social listening tool. Or our product help founders build a personal brand...

2️⃣ who it’s for
--> You take a target market decision. 
We help founders. 
We support agencies. 
We focus on logistic companies.

3️⃣ why it’s different
-->Who you compete against

While doing so, it becomes clear what your competitive clusters are. The status quo and a few other ways that they consider.

That’s a bet.

And while you take a bet, a few things are getting easier.
--> You can easily build lead lists 
--> Know what you write on your website 
--> Can come up with a content calendar 
--> Research unhappy customers of your competitors 
--> Can optimize your LinkedIn profile 
... you get the point.

And most founders avoid betting because they “don’t have enough data”.

But without a positioning bet:
→ your GTM is fuzzy
→ your website is generic
→ your content is random
→ your ICP doesn’t recognize themselves

Yes, your first positioning will probably be wrong.

That’s fine.

Your job isn’t to be right immediately.
Your job is to decide, validate, iterate.

Bad positioning > no positioning.

Agree or disagree?

I’ve asked GTM advisor Björn W. Schäfer what founders misunderstand about ICP. Let’s hear his advice 👇

ICP clarity is not a workshop. It’s a discipline.

Most founders think they know their ICP once they hit early traction. They don’t. They just have a few happy customers.

Segment by outcome:
Who gets the fastest and most measurable ROI?

Look where deals close fastest, with the lowest discount and fastest time-to-value. That’s your real ICP.

Build an Anti-ICP list. Knowing who not to sell to saves massive effort.

👉 Want to hear 15 more expert tips. Read the latest MRR Unlocked episode. Link is in the comments.

Hands-on Co-Pilot For B2B SaaS & AI Founders & Revenue Leaders Scaling From 1–10M ARR

Me: "We're working in 2-week GTM sprints"
Founder: "Okay, but what does that look like practically?"

Below you see a real example of a GTM sprint board with one of my clients (Thomas Moussafer  Andy M. ).

We usually use Notion for sprint planning.

And a very simple Kanban board.

To keep things organized, we use:
--> Backlog
--> Ideas for next sprint
--> This sprint planned
(here we add all the initiatives that we want to focus on in the next 2 weeks)
--> In progress
--> Done this sprint

Each Initiative comes with an owner, deadline and related topic cluster.

Within a card, we share:
- templates & best practices
- updates & drafts
- reviews

It's 100% not the most sophisticated project management ever.

But I am 100% convinced.
Keep things simple.
Clarity wins.

👇Let me know. Do you like more 'behind the scenes' content?

---
P.S. Want to improve your user onboarding? Check out Jimo

Co-Founder @Jimo.ai | the AI onboarding platform for fast-scaling B2B SaaS | Trusted by 1000+ companies

One sprint item last week:

Launching evergreen signal-based outbound for my client Jimo

In 2026, I want to share more content about the actual work I do with the founders in my GTM advisory.

The core concept:
--> 2 week GTM sprints
--> Each sprint comes with 3-5 initiatives 

So one sprint item last week was to launch signal-based outreach campaigns.

Step 1 was to decide on the relevant signals.

In our case, we decided on 4 key signals:

--> Negative reviews on competitor tools
(they operate in a highly crowded red ocean)

--> Lookalike of happy customers
(reaching out to companies very similar to their happy customers)

--> Champion getting hired
(We know if they are hiring 'the champion role' the topic the tool helps fix is hot)

--> Website visitors
(proactively reaching out to ICP contacts that are visiting their website)

Step 2

Setting up the tracking of these signals. And pushing relevant leads to the outreach tool (this time GetSales.io - most of the time I recommend lemlist)

--> Snitcher for website visitor

--> manual g2, capterra research for negative reviews (any good tips to track these signals?)

--> LinkedIn job search for hiring (and using Cargo 🧱 to automate this)

--> Ocean.io for lookalike

Step 3 

Building a LinkedIn DM campaign with (2-4 DM) for each signal.

---
Evergreen signal-based outbound is one of 4 key initiatives that we bet on in Q1. 

👇What are your best signal-based outreach campaigns?

GetSales.io

lemlist

Snitcher

Cargo 🧱

Ocean.io

You’ve built the product but now you don’t know how to get your first customer.
In the past 3 years, I’ve worked with 59 $0 → $1M startups, spoken with 150+ early-stage founders, and launched 30 products to market — including 12 AI SaaS startups.
And, honestly, the patterns are shockingly similar.

You hire engineers. You build for 3–6 months.
The prototype finally works.
And the first real question hits you:

"HOW DO I GET MY FIRST 100 CUSTOMERS?"

So you start talking to marketers and strategists…
and suddenly they’re asking you questions you don’t have answers to:

- Who is your ICP?
- What’s your value proposition?
- How are you different from competitors?
- That’s when you realize: you’re missing a real go-to-market strategy.

But then they quote you $8K–$25K FOR STRATEGY YOU NEVER BUDGETED.

So you delay the foundation.
You tell yourself you’ll invest “AFTER REVENUE COMES IN.”

And you try every workaround — but nothing moves the needle.

- You DM people on LinkedIn.
- You run scrappy outreach.
- You hire BDs to hustle.
- You bring in a paid ads specialist 

and burn through your last savings.

"PAID ADS DRAIN MY MONEY AND I GET NO RESULTS."

And then the most painful question hits:

"WHY ARE MY COMPETITORS SELLING WHEN WE’RE DOING THE SAME THING AND WE’RE NOT?"

It feels unfair. It feels personal. You start blaming the marketing agencies, the contractors, the team… anyone who touched the process...

After months of trying to figure things out, you find yourself right back where you started:
- The product is built.
- You have a bit of traction, but no idea how to build on it.
- Revenue isn’t coming in consistently.
- And you still don’t know how to finally move the needle

YOU HAVEN’T REACHED YOUR PRODUCT-MARKET FIT...

If you find yourself in this loop, let’s talk.

Marina Aghbalyan

A month ago, I flew to LA with a suitcase. I came back without it.

It was a solo trip - my first time in the past 3 years away from my kids and husband.

No work agenda. No calls.
Just pure girl time with my best friend of 15 years — the kind you’ve traveled the world with and don’t need plans to have fun.

We were so excited on the way back that when she picked me up…
we literally forgot to put my suitcase in the car. 😅

We realized it once we were already at LAX.

No time to turn back.

I didn’t care about the clothes or anything else in there.

Except my notebook.

The same notebook where I had outlined a brand-new contract I had just landed.

Timelines. Strategy. First-week priorities.

Thankfully, I sync and bookmark everything in my browser.

So I grabbed my old laptop and kept going until my main one was shipped.
Crisis averted. Lesson learned.

P.S. My suitcase is still in LA 😄
But I’m flying back tomorrow and will finally pick it up on the way back.

I’ll be in LA for the weekend. Shoot me a DM if you want to grab a coffee ☕️

90-Day GTM architecture & build for early-stage (AI) SaaS | Helped 50+ SaaS startups launch and grow | fCMO | GTM Lead | Certified PMM

#GetToKnowEachOther
I just realized… building startups has been a consistent theme throughout my life despite my very corporate background.

At 25:
This photo was taken during a startup pitch competition at American Councils for International Education.
Out of 8 teams, my team won 1st Judges’ Prize 

At 23–24:
- Started my career at a Fortune 500 and spent 6 years there
- Was part of a startup team inside the corporation, leading the GTM for a new product category / innovative tech
- Led the go-to-market (GTM) + product launch end-to-end

Shoutout to my growth years at Philip Morris International that experience built my foundation

At 21:
- My graduation thesis was literally a startup business plan
- I pitched it to my French professor from Université Jean Moulin (Lyon III) in French (my 4th language… don’t ask me)
- Graduated with a Diploma of Excellence

At 20:
- Pitched a startup idea in my entrepreneurship class at Concord University  (nothing special, just wanted to tag them 😄)

And even earlier… at 18:
Participated in a business simulation by European Youth Parliament (EYP) where we had to create startups with supporting business plans and pitch to a jury.

My team won the Jury Prize.

I’ve also been a startup mentor, and one of the startups I supported is now growing fast  recently accepted into:
- NVIDIA Inception Program
- Miller Center for Global Impact Accelerator 

Shoutout to my lovely Shogher Atanesyan

And yes… a few startup businesses I launched and closed :D
(We call it startup tuition.)

Creating startups, taking them from idea → GTM → traction, and building something customers actually pay for and stick with…
 
That’s what I love doing.

👉 𝑭𝒐𝒍𝒍𝒐𝒘 𝒎𝒆 𝒊𝒇 𝒚𝒐𝒖’𝒓𝒆 𝒂 𝒔𝒕𝒂𝒓𝒕𝒖𝒑 𝒇𝒐𝒖𝒏𝒅𝒆𝒓 𝒐𝒓 𝒑𝒓𝒐𝒅𝒖𝒄𝒕 𝒎𝒂𝒓𝒌𝒆𝒕𝒆𝒓 𝒍𝒐𝒐𝒌𝒊𝒏𝒈 𝒇𝒐𝒓 𝒑𝒓𝒂𝒄𝒕𝒊𝒄𝒂𝒍 𝒈𝒖𝒊𝒅𝒂𝒏𝒄𝒆 𝒐𝒏 𝑮𝑻𝑴, 𝒑𝒐𝒔𝒊𝒕𝒊𝒐𝒏𝒊𝒏𝒈, 𝒎𝒆𝒔𝒔𝒂𝒈𝒊𝒏𝒈, 𝒂𝒏𝒅 𝒄𝒖𝒔𝒕𝒐𝒎𝒆𝒓 𝒂𝒄𝒒𝒖𝒊𝒔𝒊𝒕𝒊𝒐𝒏.

#founder #startupfounders #startup #aistartups #saas

Startup founders, have you ever heard of founder's block?

It’s when you’re the closest person to the product and the customer.
You do the calls, you know the pain, you know every feature and competitor…

…but when someone asks: “So what do you do?”
you suddenly can’t explain it in one sentence.

And it’s not because you don’t know.
It’s because you know too much.

Here’s a simple framework I use to help my clients get unstuck:

Start with WHO
“I help [specific audience]…”

Name the PAIN (in plain words)
“…who struggle with [one painful problem]…”

Say WHAT you do (no features)
“…by [what you actually do]…”

Promise the OUTCOME
“…so they can [measurable result].”

If this takes days, weeks, or months to fill out, you likely have a positioning problem.

👉 𝑭𝒐𝒍𝒍𝒐𝒘 𝒎𝒆 𝒊𝒇 𝒚𝒐𝒖’𝒓𝒆 𝒂 𝒔𝒕𝒂𝒓𝒕𝒖𝒑 𝒇𝒐𝒖𝒏𝒅𝒆𝒓 𝒐𝒓 𝒑𝒓𝒐𝒅𝒖𝒄𝒕 𝒎𝒂𝒓𝒌𝒆𝒕𝒆𝒓 𝒍𝒐𝒐𝒌𝒊𝒏𝒈 𝒇𝒐𝒓 𝒑𝒓𝒂𝒄𝒕𝒊𝒄𝒂𝒍 𝒈𝒖𝒊𝒅𝒂𝒏𝒄𝒆 𝒐𝒏 𝑮𝑻𝑴, 𝒑𝒐𝒔𝒊𝒕𝒊𝒐𝒏𝒊𝒏𝒈, 𝒎𝒆𝒔𝒔𝒂𝒈𝒊𝒏𝒈, 𝒂𝒏𝒅 𝒄𝒖𝒔𝒕𝒐𝒎𝒆𝒓 𝒂𝒄𝒒𝒖𝒊𝒔𝒊𝒕𝒊𝒐𝒏.

#SaaSGTM #SaaSStartups #productdevelopment #GTM #gotomarket 
#startupfounder #positioning #messaging #founder

This year, I became a #Pro+ member of the Product Marketing Alliance .  

What PMA Pro+ Membership has: 
- webinars
- templates & checklists
- certifications
- community & networking
- events

I’m currently going through the #AI for #PMM certification.

Will be sharing a lot of educational content with you this year.

👉 𝑭𝒐𝒍𝒍𝒐𝒘 𝒎𝒆 𝒊𝒇 𝒚𝒐𝒖’𝒓𝒆 𝒂 𝒔𝒕𝒂𝒓𝒕𝒖𝒑 𝒇𝒐𝒖𝒏𝒅𝒆𝒓 𝒐𝒓 𝒑𝒓𝒐𝒅𝒖𝒄𝒕 𝒎𝒂𝒓𝒌𝒆𝒕𝒆𝒓 𝒍𝒐𝒐𝒌𝒊𝒏𝒈 𝒇𝒐𝒓 𝒑𝒓𝒂𝒄𝒕𝒊𝒄𝒂𝒍 𝒈𝒖𝒊𝒅𝒂𝒏𝒄𝒆 𝒐𝒏 𝑮𝑻𝑴, 𝒑𝒐𝒔𝒊𝒕𝒊𝒐𝒏𝒊𝒏𝒈, 𝒎𝒆𝒔𝒔𝒂𝒈𝒊𝒏𝒈, 𝒂𝒏𝒅 𝒄𝒖𝒔𝒕𝒐𝒎𝒆𝒓 𝒂𝒄𝒒𝒖𝒊𝒔𝒊𝒕𝒊𝒐𝒏.

#Startupfounders #productmarketing #PMM #SaaS #SaaSFounders 
#GTM #messaging #positioning #customeracquisition

When was the last time you mystery shopped your own funnel?
I mean actually became the customer.

✅ You search the keyword
✅ You see the ads (including competitors)
…and you ask yourself: would your ad really attract you if you were the customer?

Let’s say yes — you got the click 👇

✅ You land on the page
✅ You give it 5 seconds to understand what the company does

And in those 5 seconds your brain is deciding one thing only:

“Am I in the right place?”

Not “is this product good?”
Not “how many features do they have?”
Just:

✅ What is this?
✅ Is it for me?
✅ Will it solve my problem?

If the answer isn’t immediate…
there’s only one reaction:

…confusion.
And confusion kills conversions.

Now let’s assume you understand it in 5 seconds.

Give yourself 10 more seconds.

You scroll.

You’re trying to find basic answers:

What is this product about?

What does it do — and how?

Do I see proof?

Is it clear and specific?

Why this company vs the others?

Is there a pricing anchor?

What’s the next step?

If you still can’t find the answers fast…

confusion again.
And that’s where most people leave.

But let’s say you do finally understand it.

Now you give yourself 3 seconds to take action.

You look for the CTA button.

And if you can’t find it in 3 seconds, your brain does this:

“Aah… I’ll check the next one.”

And that’s it.
Tab closed.
Lead gone.

👉 𝑭𝒐𝒍𝒍𝒐𝒘 𝒎𝒆 𝒊𝒇 𝒚𝒐𝒖’𝒓𝒆 𝒂 𝒔𝒕𝒂𝒓𝒕𝒖𝒑 𝒇𝒐𝒖𝒏𝒅𝒆𝒓 𝒐𝒓 𝒑𝒓𝒐𝒅𝒖𝒄𝒕 𝒎𝒂𝒓𝒌𝒆𝒕𝒆𝒓 𝒍𝒐𝒐𝒌𝒊𝒏𝒈 𝒇𝒐𝒓 𝒑𝒓𝒂𝒄𝒕𝒊𝒄𝒂𝒍 𝒈𝒖𝒊𝒅𝒂𝒏𝒄𝒆 𝒐𝒏 𝑮𝑻𝑴, 𝒑𝒐𝒔𝒊𝒕𝒊𝒐𝒏𝒊𝒏𝒈, 𝒎𝒆𝒔𝒔𝒂𝒈𝒊𝒏𝒈, 𝒂𝒏𝒅 𝒄𝒖𝒔𝒕𝒐𝒎𝒆𝒓 𝒂𝒄𝒒𝒖𝒊𝒔𝒊𝒕𝒊𝒐𝒏.


#CRO #FunnelBuilding #demandgen #performancemarketing #PPC #fractionalCMO #startupmarketing #conversionoptimization

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The Battle

Alexander Estner

Marina Aghbalyan

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The Battle

Alexander Estner

Marina Aghbalyan

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Alexander Estner's LinkedIn Performance

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