goDerecho! Powering software sales


Are you stressing over the myriad of things to do to go-to-market? You should! There are several things a sales leader or a head of go-to-market operations should think about when selling software. You need to build an army of sales reps, a back office support team, and design a process before even taking your first dollar from customers. Don’t feel overwhelmed; many B2B companies are on the same boat. If you do a hundred things right, at the right time, and with the right people, you might find yourself building a large go-to-market organization that’s effectively boxing out your competition and priming your product or service for global domination.

However, it’s 2021 and things are changing right in front of us. With the COVID-19 pandemic disrupting the very process and traditions we’ve grown accustomed to in the world of selling software, we’re finding ourselves awkwardly trying to sell the same way we’ve been selling for decades. Sales development reps (SDRs) pick up the phone, try to make over a hundred sales calls to people with low level titles, do a 30 second pitch, and hope the prospect on the other line has the decency to take another discovery call.

Gartner stated in an ebook The Future of Sales that “B2B buyers increasingly want to engage with suppliers through digital and self-service channels.” As the internet has been increasingly stacked with user communities and recurring webinars, and suppliers flood the internet with rich digital content and enablement, future buyers are starting to rely on digital avenues to help them make complex decisions around what tools in the market would fit the pain they are feeling at work. Buyers are becoming more and more educated before having to engage with a sales rep. In essence, the sales organizations of these suppliers are starting to see a move from a seller-centric to buyer-centric, and from an analog to a hyper-automated, digital-first engagement with prospects.

Old school go-to-market strategies are no longer the way to achieve success in SaaS sales. Rather than seeing suppliers build fatty go-to-market orgs from SDRs, commercial reps, enterprise reps, and deal desk support in the masses as the first go-to-market move, we’ll see smart suppliers adopt a low touch high frequency digital channel strategy and adopt a self-service method of sales. We’ll continue to see investment in the traditional enterprise sales teams, but that’s to cater to the complex and unsure buyers. Adopting self-service technology to sell $1,000 or $100,000 of software is crucial to catering to the fast moving educated customers and Gartner is predicting this is the fastest growing segment of consumers.

Car sales before and now…


Similar to how Tesla bypassed the car salesman and went directly to selling online, goDerecho built a platform for SaaS suppliers to build a self-service checkout experience all within a matter of minutes. Whether the transaction is a $500 credit card deal or a $1M agreement, goDerecho serves as a 24/7, 365 portal that allows buyers to build a sales order without any interaction with a sales rep or their back office, at any time of the day. If a sales rep influenced a sale, then goDerecho can also compliment the sales process by automating the paper process while also allowing for sellers to be attributed to the deal. This guide covers everything you need about making your company easy to buy from and how goDerecho can help.

How Does goDerecho Work?

goDerecho powers self-service pages so buyers can generate an order form in seconds or purchase software through a swipe of a credit card

goDerecho Now- Buyers purchase software with a swipe of a credit card

goDerecho Reserve- Buyers create executable orders instantly

What exactly is “Self-Service”?

Self-service is a delightful experience. goDerecho believes a great self-service experience is a thoughtful set of tools that simplify and empower the customer to navigate a complex process instantly. Offering self-service is a declaration that you care about your customer’s time and you want nothing more than getting your customer up and running as quickly as possible. Let’s pause for a minute and think of self-service from a B2C standpoint. As an everyday consumer, we appreciate the many industries that have invested in technology which allow us the opportunity to complete a task quickly and efficiently and move on to the next task. From a self check-out kiosk at Safeway, a passport kiosk at the airport, to pumping gas at a nearby station, all of these industries have invested in technology to empower customers to help themselves. We consumers now look at these conveniences as an afterthought. At goDerecho, we understand how complex the process can be when buying and selling software, so we built the first ever sales platform that empowers the buyer to swipe a credit card or generate an executable order all online. Great! Easy! So why haven’t all SaaS companies adopted self-service? We have a hypothesis. Suppliers have built several checkpoints in the sales process that often serve their business more than it serves the customer and buyers have grown accustomed to them. In essence, suppliers want to control the whole process, know who they are dealing with, and how to strategize the sale, and it all too often slows down the educated buyers that have a full time job. Let’s list a few examples:

Hiding product pricing on the website

Reason: To protect a supplier’s ability charge more or to hide the fact that they don’t really know what the price really should be

Setting up a quick discovery call

Reason: To figure out which sales rep to assign the deal to.. Jason in AMER-W or Jessica in AMER-C

Setting up a 2nd discovery call

Reason: To figure which product gaps might cause friction in the sales process and how to sell around it

Having a call with a sales manager

Reason: To prove to the sales manager that the seller wasn’t lying about having a deal for the quarter

Having a 3 way call with legal

Reason: To tell the buyer termination for convenience was so 2000

20 calls and texts on the supplier’s quarter end

Reason: Because the sales rep wants to know if they should push the opportunity in SFDC to next quarter, and if they should start looking for another job.

goDerecho serves the buyers that know what they want, or bought from the supplier before, and want to move quickly, even faster than the supplier. goDerecho unlocks an avenue or super highway for the buyer and supplier to quickly facilitate a transaction.

What Does Suppliers Have to Gain From Being “Self-Service”?

Incumbency! Higher Margins, Lower Cost of Acquisition (CAC), and faster sales cycles, more customers, are all outcomes to going self-service. More importantly, having a self-service option for your customers means you’re easy and faster to work with.

Aside from incumbency, the CFO response to what is to gain from “Self-Service” is capital efficiency! The darling child of SaaS sales operational efficiency was Datadog. Datadog ran a bottom-up play during their first 5 years of business and prior to going public, invested in a large enterprise sales organization. As you can see in the chart below pulled from Medium “Datadog S-1” having a strong bottom-up sales motion dramatically cut sales related costs improving Cost of Acquisition (CAC). Imagine if your sales organization could run with 30% less sales personnel, reduce back office emails by 30%, all while quadrupling your uptime to facilitate the sales transactions. Rather than hiring 8 Safeway checkout clerks, wouldn’t it be more efficient to hire 1 clerk to manage 8 check-out kiosks?

goDerecho believes that we can instantly empower a company to be a self-service company and facilitate a bottom-up and top-down transaction.

goDerecho Allows SaaS Companies to Be Open for Business 365 24/7.

This is an image of a San Francisco tech company’s office (specifically the sales and GTM floor) after 6pm. At this very same time, APAC companies are starting to make critical decisions, and in EMEA, your prospects are just about to wake up. It’s safe to say that if your sales organization isn’t online and able to generate all the paperwork needed to facilitate a transaction, then things aren’t going to move at speeds demanded by your international customers. Let’s look at a key example; a dialog between a software sales leader in London with his back office based in San Francisco.

Oftentimes startups try to hack global coverage by investing in headcount in the local regions they hope to crack open. Typically that requires a lot of recruiting efforts in the form of a Professional Employer Organization (PEO), that usually charges a significant premium for recruiting and administration fees tied to hiring. It wouldn’t be surprising that a young startup would invest upwards of $½ M upfront cash to build a sales team in an international region before taking the first dollar from a customer in that region. This approach is ass backwards. Companies typically invest in the operational hardware (people) which usually includes: a recruiter, a general manager of a region, a few SDRs, commercial sales reps, a few enterprise sales reps, and maybe some sales ops clerks. As companies expand their sales internationally, they can either activate goDerecho to test the market or they can adopt goDerecho to be an extended arm to their go-to-market. Either way, goDerecho is always open and ready to facilitate a transaction. Note: Derecho is open on all international holidays.

goDerecho Plays Nice with Traditional Go-To-Market Strategies

Whether you want to build a lean sales and back office org, or want to enhance your existing sales organization, goDerecho can instantly provide suppliers and their customers a self-service experience in a matter of minutes.

In Conclusion…

Whether you’re building your go-to-market strategy top-down or bottom-up, goDerecho acts as the platform that allows you to do both simultaneously by automating a lot of the traditional sales processes. We’ve simplified go-to-market by making the following turn-key:

  • Providing a white labeled product and pricing listing page that is code-less and quick to stand up in a matter of minutes. We let your product engineers focus on product innovation and not on building self-service from scratch
  • Automating a $500 credit card or a $1M order form transaction.
  • Automating and simplifying the playbook of processes that happen after a transaction is completed (Welcome packet, invoicing/collections, subscription management, upsell and renewal orders, and customer surveys and reviews)
  • Empowering your existing sales org to automate the quote-to-cash process
  • Enabling all suppliers to be open for business 24/7 365.

goDerecho will be launching very soon, Standby!!!




Business Optimist. Lead Foot. Building a better Go-To-Market mouse trap

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Business Optimist. Lead Foot. Building a better Go-To-Market mouse trap

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