great for higher price points. • Partner leads (and payments) work well, really well -- but take time to build. Paying a partner 10-50% of a deal for a true lead always works. But in the early days, you won’t get much. Your partner is relying on your brand. Until you have one, they won’t send you many leads or customers. • PR always works in the long run, but almost never in the short run, for lead gen at least. PR is worth it on many levels. It’s critical. Even more so at lower price points. But the reality is the payoff at a lead level takes time. So you have to decide how much to invest here early on. Do the most you can. By contrast, at an ACV of say $20K or greater -- almost everything “works”. By that, I mean anything that performs at all -- i.e., gets you even just one customer -- is going to at least pay for itself. I think as your ACV gets down to the $3-$5k range, it has to be almost all in-bound unless you have a very simple compelling one-call proposition, in which case outbound can and does work. As you get down to $99/month or $1k ACV, you really need a viral component to scale IMHO and experience. Having said all that, if you have capital in the bank -- spend it to get customers. They are hardest to get in the early days. All of the above will work at some level ... you just may lose money on them. To some extent, in the beginning, especially, that’s OK as long as you stay on budget and cap the expense. SAASTR.COM 49