HI, I’M PAUL HIGGINS
Nine years. One type of client. The pattern repeats.
I help SaaS partners e.g. Salesforce, HubSpot, Zoho, NetSuite, Monday.com, Acumatica, Microsoft and more (insert yours), get from six figures to seven.
The Experience Behind the Pattern
17 years at Coca-Cola, ending as a director.
The biggest lesson wasn't strategy or operations. It was pattern recognition.
Coke didn't reinvent the wheel in every market. They spotted the same patterns across hundreds of businesses and applied what worked.
In 2011 I left and built my own tech business.
I bet you're a bit like me when I first started. I served everyone who would pay. No niche. No recurring model. Trapped in delivery. Made every mistake a tech business owner can make.
Then fixed them. Picked specific niches. Productized services. Built a team. Sold in 2019 for an above-average multiple.
The Moment That Changed How I Think
I was building a business I believed in. Relying on one SaaS vendor for leads.
Then in 2018 my kidneys failed. Dialysis three times a week. At the exact same time, that SaaS vendor cut their referral program overnight.
A close friend named Brendan gave me his kidney. The loss of business forced me to hire a LinkedIn expert who taught me to generate my own leads.
Both saved my life, in different ways.
The hard truth: you cannot build on vendor referrals and whoever will pay. The platform earns on every license either way. You need to own your leads or you don't own your business.
The Pattern
I've been inside 200+ SaaS partner businesses. The same constraint shows up every time.
A founder holding every open question. Pricing. Team. Positioning. Nothing gets handed off, so everything stays with them. They're executing, which makes the problem invisible until someone names it from outside.
Or a business that has outgrown the habits that built it.
You're not dealing with a unique problem. You're dealing with a familiar one you can't see because you're inside it.
That's why I can name what's keeping you stuck in one conversation that would take you months to reach alone.
The Three Decisions
WHO. Get clear on exactly who you serve. Until this is decided, nothing compounds.
WHAT. Build something that earns without you in every delivery. Projects alone create a fragile business.
HOW. Get out of delivery. Then own your lead generation. In that order.
Why I Can See What You Can't
I've seen this pattern hundreds of times. You're watching it for the first time.
I can spot what's keeping you stuck in one conversation. Not because I'm smarter. Because I've been inside hundreds of SaaS Partner businesses facing the same three decisions.
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