Tern Academy

The playbooks we use to build enduring software businesses.

Hands-on guidance from our operating team, organised by the five value creation levers we pull with every portfolio company.

Sales Effectiveness (9)

Success in the B2B software landscape hinges on understanding your target audience. The art of segmenting, sizing, and selecting the right market…

In our view, international expansion looks great on paper but we need to ask some key questions before we dive into the investment.

In this article we focus on the lead generation funnel with a focus on Marketing qualified leads (MQL)

This blog post explores the nuances of content marketing, its significance for small and medium-sized B2B software companies, and how it differs for…

Successful conversion of a lead is often determined by the ability to identify and focus on the most promising leads. Lead qualification plays a…

Understanding the journey from initial contact to a lead to a customer is paramount in the context of B2B software businesses. Leads come in various…

Attracting leads is akin to the art of wine tasting — enticing potential customers with a flavourful preview before committing to a full-bodied…

Entering new markets generally takes one of three forms1^11:

Every B2B software company that intends to grow will consider entering new markets as a natural plan. It should come as no surprise that a study by…