B2B SaaS Marketing Snacks Kalungi

If you’ve tried outsourcing marketing for your B2B SaaS company, you know managing several agencies at one time can be more than a headache. It can mean significant coordination, time, and effort spent even just to get started. Every agency has its own onboarding process, internal project management approach, reporting cycle and more. 
As a result, founders can suffer what’s known as “agency fatigue.” Symptoms include extreme frustration and feelings of being overwhelmed from the time and resource drain that comes from working with uncoordinated tactical agencies. It isn’t easy to get the right combination of experienced strategic oversight and crack tactical execution. This is especially true as your company grows quickly from stage to stage.
Recommendations discussed in this podcast include: 
Putting foundational marketing blocks in place early, such as ICP, Personas, Messaging & Positioning and Brand VoiceGetting strategy and execution under one organization for efficiency and clarityChoosing the right 30, 60 and 90-day KPIs to assure the right accountabilityDeveloping a strategy that strikes a balance between long term marketing growth and quick wins/ testsB2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software:
Stijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of KalungiBrian Graf: CEO of KalungiB2B SaaS companies move through predictable stages of marketing focus, cost and size (as described in the popular T2D3 book). With people cost being a majority of the cost involved, every hire needs to be well worth the investment!
The best founders, CFOs and COOs in B2B SaaS work at getting the best balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key asset in a hard-charging B2B world.
Resources shared in this episode:
Stijn Hendrikse - How to hold a SaaS marketing agency accountable for results6 Questions To Manage Your Digital Marketing AgencyThe cost of outsourcing your B2B SaaS marketing to an agencyThe importance of a startup marketing agency —and why you may need oneTemplate - Marketing ROI Forecast & EstimationT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth.
Meet our Marketing Snacks Podcast Hosts: 
Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of KalungiAs a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft’s Office platform.
Brian Graf: CEO of KalungiAs CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing.Visit Kalungi.com to learn more about growing your B2B SaaS company.

How do you stand up a marketing team fast? Where do you find the best marketing talent? How far and how fast should you expect these experts to go? 
Today’s software founders have an array of choices for rapid growth: internal hires, fractional hires, agencies and/or tactical specialists – but you can’t (and shouldn't) have it all.
Typical startups have one of three needs when it comes to getting customers:
Emergency triage: There is bleeding that must be stopped before we can worry about the futureDietary consultation: We’ve been taking on a lot of carbs and need to lose weightStrength coach: We want to go faster and stay healthyStabilizing a critical problem, increasing marketing efficiency and driving faster scale are all great goals. We’re here to help you decide between the CMOs, fCMOs, agencies, consultants, specialists and even AI tools that service these needs. 
B2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software:
Stijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of KalungiBrian Graf: CEO of KalungiAt the end of the day, sales typically begins as the job of the founder or the CEO and scalable, sustainable growth is always the goal. Over time, the volume of pipeline flow and the growth of the business means that a marketing chief is often the next hire, even though that may not always be the best option. 
B2B SaaS companies move through predictable stages of marketing focus, cost and size (as described in the popular T2D3 book). With people cost being a majority of the cost involved, every hire needs to be well worth the investment!
The best founders, CFOs and COOs in B2B SaaS work at getting the best balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key asset in a hard-charging B2B world.
Resources shared in this episode:
Vaughan Immerwahr - How to choose the best outsourced SaaS marketing agencyMike Northfield - Key metrics for B2B SaaS marketing and sales leadersVaughan Immerwahr - What makes B2B SaaS marketing unique?Template - Define your marketing and sales lifecycle stagesT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth.
Meet our Marketing Snacks Podcast Hosts: 
Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of KalungiAs a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft’s Office platform.
Brian Graf: CEO of KalungiAs CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing.Visit Kalungi.com to learn more about growing your B2B SaaS company.

In B2B SaaS, the expectations for a $10,000/mo marketing team are totally different from a $100,000/mo one. 
As a Founder, CEO, COO or CMO, you need a way to know:
• How do I forecast the amount of lead gen and revenue results to expect?
• How large a marketing team do I really need?
B2B SaaS companies move through predictable stages of marketing focus, cost and size (as described in the popular T2D3 book). With people cost being a majority of the cost involved, every hire needs to be well worth the investment.
B2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software:
Stijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of KalungiBrian Graf: CEO of KalungiBefore you spend a single dollar on building a marketing team, you need to know how much is “just right.” Leaders who are tasked – directly or indirectly – with budgeting and reporting oversight for growing SaaS revenue, like CFOs and COOs (as well as their fractional counterparts) can struggle how to get this marketing function right at first. 
Where to point the effort? How quick to move? How far to go? There are GTM priorities, bandwidth, competitors, frictions, multiple focuses to consider. Some things yield quick returns and others create deep trends that will need time to unfold.
If all expectations are correct, results get delivered as promised and the revenue arrives on schedule. Any needed course corrections get identified and made early. If not, you could be in for a rough journey.
Top founders and COOs in B2B SaaS inspect what they expect. This episode will help you know what to expect so you will be inspecting the right things and getting what you expect!Resources shared in this episode:
Kalungi - Calculate your marketing budgetStijn Hendrikse - A guide to sales strategy & performance management Stijn Hendrikse - How to coach B2B sales teamsStijn Hendrikse - How to present marketing reports to your board (w/ template)Template - Define your marketing and sales lifecycle stagesT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth.
Meet our Marketing Snacks Podcast Hosts: 
Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of KalungiAs a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft’s Office platform.Brian Graf: CEO of KalungiAs CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing.Visit Kalungi.com to learn more about growing your B2B SaaS company.

Many sales forecasts are inaccurate. Let's make yours more predictable:

1. Ground your projections in actual data instead of feelings. 
Many forecasts are based on opinion rather than actual data. If you’ve been in business for 3 or more months, you likely have access to data you can use. Let’s say you had 20 demos and 2 closed-won deals in the past three months—with this information, you can start to build a picture of your conversion rates. Roughly 10% of your demos convert to closed-won deals. And you can use that number as a starting point to calculate pipeline stage probabilities and weighted pipeline metrics based on actual historical data.

2. Maintain good deal stage hygiene.

Data hygiene always suffers when changes are made to pipeline stage names, conversion rate assumptions, or entry/exit criteria. This typically happens when sales or marketing leadership changes. If a stage is added or removed, it can have many downstream effects on reporting and conversion rate assumptions. The best way to avoid this is by being thoughtful and deliberate when building your deal stages—and sticking to them. Here are some best practices for deal stage setup: 
Only keep the necessary stages. 3–7 stages should cover most B2B scenarios. Too many stages can make upkeep harder for your sales team.Don’t allow for "parking lot" stages. Don't create stages that collect stalled deals. A typical example of this is “Discovery call no-show.” Instead of a unique deal stage, that should be converted to a property with a Yes/No value.Make stage entry/exit criteria discrete. Binary (yes/no) criteria should determine deal entry into each stage. For example, “Stage 1: Demo call scheduled” is clear, well-defined, and verifiable. A deal can only enter this stage if a prospect has a scheduled demo call calendar event with your sales rep. This is much more concrete than Stage 1: “Demoing,” which leaves room for ambiguity and subjective interpretation.Deals should only travel in one direction. Deals should never move backward in your funnel—you can’t ‘un-present’ a demo or proposal. Install rules to close out stalled deals (which inflate your pipeline), but never move deals backward.Percentage closure forecasts from stage to stage should be meaningful. For example, if a deal moves from Stage 1 to Stage 2, the change in the forecasted close rate should be significant—15% or more. If the forecast difference between two different stages is small (5%–10%), consider combining them into a single stage.Hold salespeople accountable for accurate data. What often seems like unimportant data entry has important implications for analyzing your marketing efforts, funnel dynamics, and ICP strategies.____
Links shared in this episode:
Stijn Hendrikse - A guide to sales strategy & performance management Stijn Hendrikse - How to coach B2B sales teamsMike Northfield - How to define an MQL for B2B SaaSTemplate - Define your marketing and sales lifecycle stagesT2D3 CMO MasterclassSubmit and vote on our podcast topics

A simple 4-step approach to get your goals back on track:
Define the problem. Write it down—be specific. Make sure everyone agrees on the problem. This step is incomplete until everyone interprets the problem in the same way.Uncover the ~real~ root cause. People often jump too quickly to conclusions and favor obvious explanations for symptoms. Most problems are nuanced with many contributing factors. Try to unpack all of the potential causes.Document all possible solutions. Once you’ve uncovered the root cause, go from theory to execution. List out all of the things you can do to move the needle.Build the plan and execute. Prioritize your to-do list and get after it. ____
Links shared in this episode:
T2D3 CMO Masterclass: t2d3.pro/masterclassSubmit and vote on our podcast topics: kalungi.com/podcast

Jason Fried (37Signals) recently published an open challenge to the software subscription model—their stance is that customers should once again be able to buy and own software products. To pay for them once and own the source code.

We discuss both models' pros and cons and speculate why Jason and the 37Signals teams introduced this strategy and manifesto. Here are some of our key takeaways:
In the last few years, many software companies were able to get away with neglecting the second “s” in SaaS (service). But given the state of the tech industry, that’s now sometimes a determinant factor in whether or not someone continues using a product. We talk more about this in episode 44.Whether you sell software in a subscription model or through one-time version purchases or pay-per-update, there will almost always be a need for product innovation and support—to help customers succeed with the product and to maintain compatibility with hardware and browser changes. That can be paid for in service subscription fees (hence, the term, SaaS), or in other ways: for example, you could buy and own a software product, but the tradeoff is that you may need to coordinate and pay for server space, technical expertise to maintain it, and you’re stuck with a single version. The software world has trended toward the first model the last 10 years, but now people are starting to challenge this concept. For many products that aren’t consistently improving (or, in some cases, becoming bloated or harder to use)—customers often wonder, “What am I paying a continuous subscription for?” Supporting a pay-once model is an interesting positioning and differentiation play—and could be one of the underlying components of 37Signals’ strategy. For customers who’ve ever felt burned by the traditional SaaS model, a product that supports a pay-once philosophy could help you stand out from the competition.___
Links shared in this episode:
37Signals manifesto: once.comT2D3 CMO Masterclass: t2d3.pro/masterclassSubmit and vote on our podcast topics: kalungi.com/podcast