Sell the Job Before the Feature
Translate a SaaS feature into the customer's job, pain, gain, and proof.
The same SaaS feature can be valuable, irrelevant, or annoying depending on the job the buyer is trying to get done. Job before feature Jobs-to-be-Done asks why the buyer is seeking progress now. The job may be functional, such as reducing handoff time. It may be social, such as giving the CRO confidence in forecast discipline. It may be emotional, such as reducing the fear of missing a board target. The job tells you what the feature should prove. Pain and gain The Value Proposition Canvas splits the buyer profile into jobs, pains, and gains. Pains are not just complaints;…
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