A comprehensive, self-contained guide to getting software into the hands of the people who need it — and getting paid for it.

Welcome to Software Marketing and Sales: From First Customer to Revenue Engine.

A comprehensive, self-contained guide to getting software into the hands of the people who need it — and getting paid for it. Building a great product is necessary but not sufficient; this book is about everything that happens between a finished product and a growing, durable business: finding a market, positioning and pricing the product, choosing a go-to-market motion, generating demand, selling, and keeping customers. It blends intuition (why each idea works), frameworks and concepts (the precise models practitioners use), and practical playbooks (templates, scripts, and the actual math) you can apply on Monday morning.

This title is part of the ShriIra library and is free to read in full, right here — our small contribution to making world-class knowledge easy to reach.

A note on reading it: open the Contents menu at the top of the reader to jump between chapters, use the Aa menu to set a comfortable text size, theme (light, sepia, or night), and single- or two-page layout. Your place is saved automatically, so you can always pick up where you left off.

We hope it serves you well.

— Shriira Press

Contents

1. Chapter 1 — What Is Software Marketing and Sales?
2. Chapter 2 — Markets, Customers, and Positioning
3. Chapter 3 — Pricing and Packaging
4. Chapter 4 — Go-to-Market Strategy and Motions
5. Chapter 5 — Messaging, Narrative, and Brand
6. Chapter 6 — Content Marketing and SEO
7. Chapter 7 — Demand Generation and Paid Acquisition
8. Chapter 8 — Growth, Funnels, and Analytics
9. Chapter 9 — Sales Fundamentals and the Sales Process
10. Chapter 10 — Sales Methodologies, Discovery, and Closing
11. Chapter 11 — Sales Motions: Self-Serve to Enterprise
12. Chapter 12 — Customer Success, Retention, and Expansion
13. Chapter 13 — Metrics, Unit Economics, and Scaling the Engine
14. Appendix A — Glossary and Key Formulas
15. Appendix B — Further Reading and Resources