Curious how software products successfully reach customers? Episode 27 of The Angus and Pete Show tackles a listener's dilemma: defining the different go-to-market roles in a software vendor. Angus and Pete break down key functions, from product strategy and channel partnerships to sales enablement, especially for SaaS products with reseller channels. Learn why clear ownership, consistent messaging, and strong enablement are crucial to avoid chaos and drive market success.

Takeaways from this episode:

• Product is the Foundational Role: The Product House defines the product, its market fit, features, packaging, pricing strategy, and even operational elements like billing and order processing.


• Channel Strategy is Critical for Market Entry and Scale: The Channel organisation owns the route to market through partners, focusing on segmentation, recruitment, enablement, and financial incentives like spiffs and market development funds.


• Sales Enablement Bridges the Gap: A defined sales enablement function translates product and marketing material into actionable insights for both internal sales teams and external reseller partners, ensuring consistent and efficient communication.


• Consistent Messaging is Non-Negotiable: All teams, internal and external, must deliver a unified message, with the proposition "nailed up front," to avoid buyer confusion or exploitation of inconsistencies.


• Authoritative Cross-Functional Ownership is Paramount: Success hinges on clear, authoritative owners in the Product House, Channel organisation, and Sales, who must collaborate seamlessly due to their fundamental interdependencies.