When I was the first and only marketer at a SaaS company, I created a document that enabled our growth from five figures ARR to $1.5M ARR in 9 months (and helped us secure Series A funding)

When I was the first and only marketer at a SaaS company, I created a document that enabled our growth from five figures ARR to $1.5M ARR in 9 months (and helped us secure Series A funding)

This doc informed our:

- positioning
- messaging
- what our team wrote about on LinkedIn
- what our sales team talked about with prospects
- what we created all our content about

I referred to this document as our "Realm of Relevancy"

It covered every bit of critical info that was relevant to the world around our product:

- what existing process(es) is our tool impacting or optimizing?
- why is that existing process no longer the best or most efficient way to accomplish something?
- if the current status quo is no longer the best method or approach, what is?
- how do we go about implementing this new method? What all does it entail?
- what changes, transformation, or outcomes can we expect if we successfully implement this new method?
- how did we even get here?
- how will this continue to evolve in the next 5-10 years?

I gathered all this info from a 4-5 hour call with my 3 co-founders in the form of dozens of bullet points (bullet points vs. a slide deck are easier to operationalize and turn into endless topics)

I then bucketed all the bullet points into a 3-part story:

1. The first part covered everything around why the current way to do things was no longer the most efficient way

2. The second part of the story covered everything around how we could do that thing now

3. And the last part of the story covered everything around what outcomes you could expect if you adapted to this new way

I focused on communicating everything that was in my RoR to our audience through different forms of (educational, tactical, and entertaining) content

I had our internal team (from our CTO to our CS rep) and influencers do the same

We spent 9 months educating our TAM and changing the way people think about a semi-controversial topic such as attribution, driving over $10M in pipeline in the process

I also used this experience to create RoR's for companies like Meta and Cognism

If you want to see the exact doc I described in this post:

1. Comment below with the word "doc" and I'll send it to you

2. Send me a request with a note saying you want the doc and ill send it to you

ultimately, great marketing teams are already communicating all of this through their content, it's just not all collected into one cohesive story that helps them make sense of it themselves and guides them

Your CEO is already telling this story to other execs at dinners, she just hasn't been armed with something that explains how this complicated story should be unraveled so no important piece of info is missed and everything makes sense to the listener

you need to build this story for them

Comment below to see how

P.S. I'm also working on a high-ticket service where I'll create a RoR for you, so drop me a message if that's of any interest—I'm only going to take on two at a time

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