In my previous life as a value seller, there were 2 core beliefs I liked to share around what constituted an effective business case or investment thesis: first that it was less, if at all, about the numbers...

The complexity of B2B SaaS means that a variety of roles and skill sets are needed for any win. On a whim, I decided to see if I could draw a parallel between the roles played in a sales / pre-sales context in SaaS and those in football…