From 0 to 1: The GTM Playbook for SaaS
Executive Summary
For forty years, project managers tracked billions of dollars in risks using a tool that never evolved: the Excel spreadsheet. When we launched RAIDLOG.com, we weren't just fighting competitors; we were fighting "the way it’s always been done."
By combining a "They Ask, You Answer" educational framework with a high-octane "Keynote-to-Demo" event pipeline, we transformed a dry administrative task into an AI-powered strategic advantage. From writing the first-ever book on the subject to launching a global certification program that hit 30% of all PMI chapters, this is the exact Go-To-Market playbook we used to bridge the gap between 1980s methodology and 21st-century AI.
In this post, you’ll learn:
How to create "natural entrances" into your sales funnel.
The power of moving from a Freemium model to a 1,200+ user certification loop.
How we bypassed IT objections to drive a 40% increase in Enterprise accounts.
In the world of project management, some tools are so foundational they become invisible—until they fail. For decades, the RAID Log (Risks, Actions, Issues, Decisions) was that tool. Born in the 1980s under Margaret Thatcher’s government, it transitioned from paper and pen to Excel, where it languished as a static, disconnected spreadsheet for forty years.
When we launched RAIDLOG.com, we weren't just launching a piece of software; we were attempting to modernize a legacy. In just three years, we scaled from a conceptual AI-powered tool to a global platform with thousands of users and a thriving enterprise pipeline.
Here is the exact Go-To-Market (GTM) playbook we used to bridge the gap between "the way it’s always been done" and the future of AI-driven project success.
1. Finding the "Doors" to the Sales Funnel
Breaking into a market dominated by Microsoft Excel is a monumental task. We knew we couldn't just build a better mousetrap; we had to create multiple "entrances" into our ecosystem that felt natural to our Ideal Customer Profiles (ICPs): Project Managers and PMO Leaders.
Locating the Watering Holes
We identified that our ICPs were most active in three distinct areas:
Digital Communities: Targeted subreddits, Facebook groups, and LinkedIn circles.
Local Governance: Regional Project Management Institute (PMI) chapters.
Industry Events: Global summits where high-level decision-makers gather.
Artifact: ICP Event Strategy Map
Artifact: RAIDLOG - Marketing Plan - Q2 2022
Artifact:The Infinite RAID Cycle for Enterprise
2. Establishing Authority: "They Ask, You Answer"
Our biggest discovery was a massive education gap. While every PM knew they needed to track risks, only about 50% actually knew what a "RAID Log" was by name. Some used "Risk Registers," others used "RAIDO" (adding Opportunities).
The Strategy: Become the Definitive Source
The Book: We wrote the first-ever comprehensive book on RAID Logs to codify the methodology for the 21st century.
Multi-Modal Content: We synced detailed blog posts with a YouTube channel, recognizing that 60% of people are visual learners. This allowed us to dominate SEO for every keyword associated with project risks and dependencies.
The Certification Loop: Following Marcus Sheridan’s “They Ask, You Answer” framework, we launched the RAID Log Practitioner Course. This 4-hour certification provided 4 professional development units (PDU’s) and a LinkedIn badge. By bundling a 1-year license with the course, we converted learners into power users instantly.
Artifact: The Certification Badge & Course Syllabus
Artifact: Course Completion Certificate
Artifact: The Ultimate Guide To RAID Logs book
3. Powering Growth Through Strategic Partnerships
To scale awareness beyond our own reach, we designed a Partnership Ecosystem that lent us immediate academic and professional credibility. We didn't just want users; we wanted the institutions that train the users.
University Alliances: We partnered with prestigious institutions like Arizona State University (ASU) and Boston University to integrate RAIDLOG.com into the next generation of PM talent.
The Influencer Network: We collaborated with industry titans like Dr. Tony Prensa, PM Happy Hour Podcast, The Smart PM and a global network of consultants. These partners didn't just use the system; they advocated for it within their own high-value client networks.
Consulting Synergy: By building a dedicated partner portal, we allowed consultants to bring the "RAIDLog Way" to their clients, creating a self-sustaining referral engine.
Artifact: ASU + RAIDLOG.com Press Release
Artifact: Boston University + RAIDLOG.com Press Release
Artifact: Partnership Landing Page + Catalogue
4. High-Stakes Event Marketing: The "Keynote to Demo" Pipeline
We didn't just buy a booth at the PMI Global Summit; we engineered an experience. With over 5,000 leaders in attendance, we used a three-step conversion "squeeze":
The Keynote: We secured top speaking spots to discuss the "Why." We highlighted the billions lost annually to failed projects and positioned the AI-powered RAID Log as the missing link to project success.
The Physical Hook: At every seat in the keynote, we placed book inserts that told our product story, ending with a QR code and a 20% discount.
The Technical Sync: We funneled the inspired audience directly from the keynote to a live 1-hour "Technical Review" (a coveted demo spot). They heard the ideology, then immediately saw the AI in action.
The Result: We kept our friction 80% lower than competitors by utilizing a freemium-to-paid model, making the "try" feel safe and the "buy" feel inevitable.
Artifact: The "In-the-Wild" Event Photos
Artifact: Insiders look at the Technical demo live at PMI Global Summit 2024
Artifact: Insiders look at PMI Global Summit 2024 booth during customer demo
Artifact: PMI Global 2023 Booth
Artifact: Keynote book insert
Artifact: Sticker Asset 1 + Sticker Asset 2
Artifact:VIP Welcome Bag Insert
5. Solving the "IT Hurdle" for Enterprise Growth
As we moved into the Enterprise space, we hit a common wall: IT security and integration. To scale, we had to move past individual PMs and anchor the entire organization to our system.
Open API Architecture: We built RAIDLOG.com to be "integration-first," allowing it to talk to the task management and ERP systems companies already used.
The IT Content Pillar: We created a specific library of content addressing privacy, support, and technical architecture to help our champion PMs overcome internal objections.
Referral Loops: We placed every certified user into a nurture campaign that rewarded them for referring their colleagues, leading to a 40% increase in Enterprise accounts.
Artifact: The "IT-Ready" webpage
Artifact: Support Center for users
Artifact: Pathway to Enterprise landing page
6. Modernizing the Narrative via Social Proof
To keep the momentum, we launched the “Show Me Your RAID Log” podcast. We invited industry experts to share real-world project "war stories."
As we rolled out our AI features—which could perform risk assessments based on project overviews and lessons learned—the podcast shifted focus. We moved from talking about tracking data to predicting outcomes. This helped our users see AI not as a gimmick, but as a necessary partner in ensuring their projects finished on time and under budget.
Artifact: YouTube — Show Me Your RAID Log Podcast
Artifact: AI social media posts launch pack
The Road to VC Backing
By combining grassroots education with high-level event authority, we didn't just build a tool; we built a category. Today, RAIDLOG.com is part of the PHX FWD’s Accelerator program and is on track to become the world’s first venture-backed RAID Log SaaS company.
The takeaway for your GTM strategy? Don't just sell a product. Solve the pain, educate the user, and build the "doors" that lead them exactly where they need to go.
