Funky Flywheels Show – der Podcast für B2B SaaS- & AI-Founder zwischen 1–10 Mio. ARR. · Björn W. Schäfer | Entrepreneur, Business Angel & Book Author

Vom GTM-Chaos zum klaren System - mit dem 3 C-Framework - EP 127 🇩🇪 | Classics mit Anastasia Albert

·38 min·2 clips

The three Cs are customer, competition, and company.

1. Funky Flywheels Show episode 127 with Anastasia Albert focuses on a product marketing framework for B2B SaaS and AI founders between 1 and 10 million ARR. 2. Jörn Schäfer hosts Anastasia Albert, a marketer with 12 years of experience and 10 years in tech, who worked at Scholz & Friends, Project A Ventures, and Xentral before founding Go2Market with three former colleagues. 3. The episode asks how the three Cs—customer, competition, and company—can create a strategic foundation for go-to-market decisions. 4. Anastasia says many companies build a product first and then hand it to sales and marketing without defining the ideal customer, the competition, or the selling motion. 5. She says this often shows up when enterprise companies go inbound or SME companies go outbound without a fit to their market reality. 6. She ties the problem to the last 12 to 24 months, when growth got more expensive and some teams lost their go-to-market fit. 7. The customer work starts with existing customers, potential customers, and industry experts, not only with internal opinions. 8. She mentions a customer data platform project where the team spoke with a women's broker and worked deeply into the topic. 9. She says churn analysis matters because a segment with rising churn may not be the ideal customer anymore. 10. She also says Persona Cards should include goals, challenges, KPIs, objections, real quotes, and the typical LinkedIn profiles of the buyers. 11. On competition, she says companies also lose against doing nothing, not only against direct rivals. 12. She describes category choice as strategic because a company that does not choose its own category can be placed into one that hides its value from decision-makers. 13. Her example of a hotel CRM shows how a product can be seen as analytics, CRM, catering, and events until customers define it clearly as a B2B CRM for hotels. 14. She says the same logic applies to finding the product in the right review platform or search category, such as customer data platform or hotel CRM. 15. On company and product, she uses Xentral to show that non-technical buyers searched for an order management system instead of an ERP system. 16. She says the packaging has to change, so the website can sell both a full ERP vision and modular entry points like order management. 17. She describes product marketing as something that should flow into corporate strategy, GTM strategy, sales planning, training, office materials, content, pitch decks, and Confluence documents. 18. The tone is practical and direct, with a long-form interview structure and many examples from B2B companies, ARR stages, and team alignment. 19. Founders, marketers, and GTM leaders building B2B SaaS positioning. 20. Listeners wanting theory without concrete organizational examples.

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