The 30-Day Sales Tune-Up for B2B SaaS: Quick Wins Founders Can Ship Now
You built a great product and found your first customers. You get a few exciting wins, and then a few frustrating losses.
Revenue starts to feel less predictable and more like a hopeful lottery ticket.
A massive, multi-month overhaul isn't the answer. You need a tune-up.
What if you could implement a series of quick, high-impact fixes in just 30 days? This isn't about rebuilding your team overnight. It's about taking small, actionable steps to bring stability and predictability to your sales engine.
Let's get to work.
Week 1: The Diagnosis
Before you can fix what's broken, you have to know what's wrong. This week is about diagnosing your pipeline and getting radically clear on who you're selling to.
1. Get Obsessed with Your ICP (Ideal Customer Profile)
Many founders have a vague idea of their ICP, but not a defined one. Your ICP is a specific description of the companies that get the most value from your product, close the fastest, and are the most profitable to serve.
Your Action: Create a simple, one-page document. Answer these questions:
Firmographics: What company size, industry, and geographic location sees the most success?
The Core Problem: What specific, expensive business problem do they have that your product solves?
The People: Who, by title and influence, are you actually selling to? (e.g., "Head of Marketing," "CTO")
This one-page ICP is the foundation for all your messaging and outreach.
2. Audit Your Pipeline (The Hard Data)
Your past deals hold the secrets to your future wins.
Your Action: Analyze your last 10 won deals and 10 lost deals. Look for patterns.
For Wins: What did these customers have in common? (Industry, title, problem, how they found you?)
For Losses: What was the true reason? Was it price, a missing feature, a competitor, or were they just a poor fit from the start?
These insights are hard-work, your team won’t like it, but they are priceless and will directly inform the next two weeks.
Weeks 2-3: Build Your Playbook
Now that you know what works, it's time to formalise how it works into a simple, repeatable playbook.
3. Refine Your Discovery Questions
Discovery isn't an interrogation; it's a strategic conversation to uncover pain.
Your Action: *Build a guide with 5-7 open-ended questions.*
Instead of: "What are your challenges?"
Ask: "Walk me through how your team currently handles [process your product solves]. What's the most frustrating part of that?"
4. Craft a Compelling Demo Storyline
Stop showing features. Start telling a story that resonates.
Your Action: Structure every demo around this flow:
Acknowledge the Pain: Start by confirming the specific challenges they shared. "So, you mentioned that manually tracking X is taking 10 hours a week..."
Show the Promised Land: Briefly paint a picture of the solution. "Imagine if your team could get that time back to focus on strategy."
The "How": Now, and only now, show the specific features that directly solve those pains.
Confirm and Close: End with a clear summary. "So, as we've shown, we can solve [Problem A] with [Feature A] and [Problem B] with [Feature B]. The next step to getting started is..."
5. Write Your Outreach Sequences
Manual, one-off emails are a fast track to founder burnout.
Your Action: *Create 2-3 simple email and LinkedIn sequences tailored to your ICP.*
Keep messages short, personal, and focused on their problem.
The goal of the first touch is to get a reply, not to close the deal.
Week 4: Embed for Predictability
The first three weeks built the machine. This week creates the rhythm to keep it running predictably.
6. Establish a Sales Cadence
As a founder, you're juggling everything. A simple cadence makes sales a non-negotiable part of your week.
Your Action: Block your calendar for:
Daily: 30-60 minutes for targeted outreach.
Weekly: A 30-minute pipeline review to assess deals and decide on next steps.
Bi-Weekly: 15 minutes to refine your discovery questions or demo script based on what you're learning.
7. Build a Simple Metrics Pack
You don't need a complex CRM dashboard yet. You need clarity.
Your Action: Track these five numbers weekly in a spreadsheet:
New Leads Generated
Calls/Meetings Booked
Demos Delivered
Active Deals in Pipeline
Closed-Won Revenue
This is your steering wheel. It tells you exactly where you are and if you're on track.
The 5-Point Founder's Sales Tune-Up Checklist
✅ Define Your ICP: Create a one-page document detailing your ideal customer.
✅ Audit Past Deals: Analyze your last 10 wins and 10 losses for patterns.
✅ Systemize Discovery: Build a guide with 5-7 strategic, open-ended questions.
✅ Master the Demo: Craft a compelling storyline (Pain → Vision → Solution → Next Steps).
✅ Create Rhythm: Implement a weekly sales cadence and start tracking your 5 core metrics.
This 30-day tune-up will give you the clarity and tools to move from hoping for revenue to predictably generating it.
If you're ready to make growth more predictable and create a structured plan, I’d love to hear your story.
What's the biggest bottleneck in your sales process right now?
