Marketing resources for B2B SaaS founders
This page is for B2B SaaS founders, Seed to Series B. I have pulled together the AAJ resources for the numbers a SaaS business runs on: pricing and packaging, unit economics, pipeline coverage, the marketing-to-sales handoff, your ideal customer profile and retention. Every tool runs on your own inputs with no signup, and the templates and agent skills do the same work in a spreadsheet or in your AI agent.
Learn the method
- SaaS Pricing & Packaging Playbook — Pick a value metric, build tiers that ladder and anchor, and price to value. (from Pricing & Monetization)
- ICP & Account-Scoring Playbook — Build an ICP from closed-won data and tier accounts A/B/C. (from Sales & Pipeline)
- Pipeline Coverage & Forecasting Playbook — Size coverage from win rate, build a defensible forecast and review it weekly. (from Sales & Pipeline)
- Lead Management Playbook — Agree lead stages, score on fit and behavior, respond fast, route to one owner and sign a marketing–sales SLA. (from Sales & Pipeline)
- Product-Led Growth Playbook — Seven steps to product-led growth: find the activation moment, choose the free model, place the paywall and let usage decide who sales calls. (from Go-to-Market & Growth Planning)
Run the numbers
- Unit Economics Calculator — Pressure-test CAC, LTV, payback and gross margin, with a plain-English verdict on each. (from Analytics, Experiments & Budget)
- Pricing & ARPU Modeler — Model SaaS tiers: blended ARPU, revenue mix, price-ladder multiples and top-tier anchoring. (from Pricing & Monetization)
- Price Sensitivity Analyzer — Turn answers to four price questions into the range buyers accept, with an honest interval on each point. (from Pricing & Monetization)
- ICP Fit Scorer — Score and tier target accounts A/B/C on weighted ICP signals. (from Sales & Pipeline)
- Pipeline Forecast & Coverage Calculator — Weighted forecast, coverage against your win rate, the gap to target and the pipeline needed. (from Sales & Pipeline)
- Lead Handoff & SLA Checker — Check MQL response time, untouched leads, sales acceptance and your MQL threshold against your own SLA. (from Sales & Pipeline)
- Churn & Retention Calculator — NRR, GRR, revenue and logo churn, quick ratio and customer lifetime from one period. (from Retention, Expansion & Advocacy)
Build it
- The ICP & Target Account Scorecard — Weighted ICP signals, 0 to 100 account scores, A/B/C tiers and a calibration tab. (from Sales & Pipeline)
- The Sales Pipeline & Forecast Tracker — Weighted forecast, coverage from your real win rate and the gap in dollars. (from Sales & Pipeline)
- The Lead Scoring and SLA Sheet — Score leads on fit and behavior, set the MQL threshold and write the marketing–sales SLA with a weekly tracker. (from Sales & Pipeline)
- The Retention & NRR Workbook — NRR, GRR, churn and quick ratio with plain-English reads, a cohort view and an LTV sizer. (from Retention, Expansion & Advocacy)
Run it with your AI agent
- Unit Economics — LTV, CAC, payback and a health verdict. (from Analytics, Experiments & Budget)
- Pricing & Packaging — Design tiers and price points and model ARPU. (from Pricing & Monetization)
- PLG Upgrade Prompts — Reads each upgrade prompt's funnel with honest intervals and names the prompt and stage to fix first. (from Pricing & Monetization)
- Target Account List — A fit-scored, tiered target account list. (from Sales & Pipeline)
- Pipeline & Forecast — Weighted forecast, coverage ratio and the pipeline gap. (from Sales & Pipeline)
- Lead Handoff & SLA Check — Checks whether MQLs get worked on time, whether sales takes them, and whether the threshold is in the right place. (from Sales & Pipeline)
- Lifecycle & Retention — Churn, NRR and GRR math plus a prioritised retention plan. (from Retention, Expansion & Advocacy)
Read the research
- How to Align Sales and Marketing at a Startup — Four steps to align sales and marketing: one qualified-deal definition, buyer-based stages, a used library, loss review. (from Sales & Pipeline)
- The B2B Buying Committee: How to Market to Everyone Who Signs Off — Five steps to market to a B2B buying group: map roles, buying jobs, one shared story, the champion's kit, wider groups. (from Sales & Pipeline)
- How to Make Security a Selling Point — Five steps to turn security reviews into a sales asset: data-use answer, trust page, SOC 2 decision, questionnaires, true claims. (from Industry Playbooks)