DiscoverSaaS Backwards - Reverse Engineering SaaS Success
SaaS Backwards - Reverse Engineering SaaS Success
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SaaS Backwards - Reverse Engineering SaaS Success

Author: Ken Lempit

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Join us as we interview CEOs and CMOs of fast-growing SaaS firms to reveal what they are doing that’s working, and lessons learned from things that didn’t work as planned. These deep conversations dive into the dynamic world of SaaS B2B marketing, go-to-market strategies, and the SaaS business model. Content focuses on the pragmatic as well as strategic, providing a well-rounded diet for those running SaaS firms today. Hosted by Ken Lempit, Austin Lawrence Group’s president and chief business builder, who brings over 30 years of experience and expertise in helping software companies grow and their founders achieve their visions.

128 Episodes
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Transitioning from a Product-Led Growth (PLG) motion to an enterprise sales motion requires strategic alignment and effective change management within a SaaS Marketing team.In this week’s episode, we discussed the challenges and considerations in this transition with Karen Budell, the CMO of Totango + Catalyst, two SaaS software companies collaborating to drive sustainable revenue through customer relationships. Budell highlights the significance of grasping the nuances of the buyer's jo...
SaaS entrepreneurs must be adaptable and willing to pivot based on feedback and market needs.In this episode of the SaaS Backwards Podcast, we spoke with Mo Hallaba, the CEO of Datawisp, a company that simplifies data analysis for business users. Mo discusses the challenges he faced in user acquisition for his gaming platform and how a networking group he started for the gaming industry led him to meet his current co-founders. Mo shares his unconventional journey from finance to entrepreneurs...
With the growing frustration among marketers with traditional pay-per-click and social media advertising, what can a SaaS CMO do to get their message in front of the right people at the right time?In this episode of the SaaS Backwards Podcast, Co-Founder and CEO of SparkToro Rand Fishkin joins us to discuss how they’re solving this problem by providing valuable data on where to reach target audiences outside major platforms like Google and Facebook. SparkToro is a market research and aud...
Utilizing the network effect by onboarding partners of customers simultaneously can lead to organic growth and increased platform adoption in SaaS companies. In this episode, Doug Heckman, Chief Solutions Officer at Surefront, discusses how they leveraged the network effect to drive and accelerate the adoption of their collaborative platform. By providing a no-cost license to every partner of their customers and handling the onboarding and training process at their own expense, Surefront...
The role of thought leadership is changing in content marketing, especially for SaaS companies. In this special episode hosted by Jason Myers, our usual host Ken Lempit, President and Chief Strategist of Austin Lawrence, takes the guest seat to dive deep into the evolving landscape of content marketing and thought leadership for SaaS companies. Ken and Jason discuss the shift towards creating high-quality, credible content that can truly engage and move prospects off their status qu...
In SaaS companies, there’s a need for sales and marketing teams to work together closely toward common goals and understand each other’s perspectives.Amy Osmond Cook, co-founder and CMO at Fullcast recognizes this need. Fullcast’s platform ensures all teams can access the same data to establish seamless communication and strategic alignment, eliminating revenue pain points and improving overall business efficiency.In this episode, Amy shares her journey from running a marketing agency to co-f...
Building a strong foundation is essential for long-term business success, especially when faced with unexpected challenges. We spoke with Dave Dittenber, Co-Founder and CEO of BYOD, who faced the ultimate challenge with the unexpected passing of his Co-Founder, Frank Luijckx. He recounts the loss and emphasizes how Frank’s forward-thinking and meticulous planning had a lasting positive impact on the business’s trajectory and contributed to its continued success.In this episode, Dave shar...
Building a business with the intention of a future sale requires meticulous planning and organization from the outset. In this episode, Payment Brokers Founder and CEO Jeremy Lessaris, a serial founder with multiple successful exits, emphasizes the importance of the early organization of books, records, contracts, and agreements as a critical factor in boosting valuation and streamlining the exit process.Jeremy also stresses the significance of maintaining a well-organized data room for ...
Enterprise search has been around for quite some time, and it often conjures images of outdated intranet searches within the confines of an organization's internal networks.So how do you shift the focus from “old school” methods to a more dynamic, AI-powered approach that connects various applications, enabling intelligent query responses and contextually relevant summaries?That’s the gist of the conversation with Brandon Most, Head of Marketing at GoLinks. In this episode, he also delves int...
With a startling low average tenure of 18 months, today’s Chief Revenue Officer (CRO) is struggling. The pressure primarily stems from the need to drive growth in a capital-efficient manner. This includes rapidly accelerating revenue growth while managing and optimizing the cost of sales and marketing operations, often within a constrained budget or shifting economic conditions. It's this intense focus on both top-line growth and cost efficiency that’s contributing to the high turno...
We all know video is important to grow exposure, but creating enough is still challenging. The tools are complex, production is expensive, and it can be overwhelming just to come up with ideas.In this episode, Aug X Labs founder Jeremy Toeman talks about his personal frustration with the complex tools just to make basic videos that can be used on websites and in social media posts that led to the creation of the company.And their goal is to make video creation as simple as writing an email. T...
If you went to the doctor for a sore throat and she said, “Last time I had one, this is what helped me get better” versus “I looked at the clinical trial evidence for 5000 people with your symptoms in your age range, geographics, and background,” which of those solutions is more viable?That’s how Sahil Patel, CEO of Spiralyze views the world of A/B testing. Spiralyze crawls and scrapes 34,000 websites that A/B test to find the repeat winners, analyze why they won, and run those same test...
Feedback is not just a tool for improving products, but a strategic asset that can drive growth, innovation, and competitive advantage.In this episode, Satya Ganni, CEO of Beamer and Userflow, explains the importance of feedback in reducing churn in product-led SaaS companies. Feedback provides valuable insights into customer needs, preferences, and pain points, which makes it a critical component of product management success. By listening to customer feedback, Beamer is able to id...
In this episode, we delved into the transformative power of algorithms in business with Jason Radisson, CEO & founder of Movo, a platform that provides real-time scheduling flexibility and improved workforce management for large companies with frontline workers. Jason recounted his time at Harrah's Entertainment, where they used data to optimize customer interactions and significantly increase profitability over others on the strip. He explains how his background in algorithmic management...
As a startup with shaky product market fit, prospective customers often want to associate you with a mature category so they can determine where it might fit in their tech stack—or not.But for Warmly, the existing categories represented only a small subset of their capabilities—albeit cheaper than the mature tools.And they couldn’t just settle for being known as "Drift but cheaper.”In this episode, Alan Zhao details his transition from CTO to marketing chief, a move that was pivotal in steeri...
As a seasoned sales expert and popular sales podcaster, Brian Burns has more than a few opinions about how companies are selling to the enterprise today.Most notably, because reps haven’t been taught the difference, they try to make up for the lack of pipeline by increasing outreach activity.That may have worked in 2011 when the Predictable Revenue Model gained prominence (and our inboxes weren’t flooded with sales pitches). But today, the compartmentalization of prospecting and closing won’t...
Originally, the founders of Plytix set out to create an analytics platform for e-commerce that measured the performance of a product (instead of a website) so brands could see how end users interact with them, even when sold on a third-party website. But even after positive early traction and investment, they were stalled—many of the brands didn’t have their product information at the ready.So, they built a simple source of truth—a Product Information Management (PIM) so they could get a...
Are you making one or more of these mistakes in your messaging? Given the number of websites that we review regularly, chances are that you are—and that means leaving revenue on the table.In this episode, Ken and Jason from Austin Lawrence Group discuss the eight common mistakes that SaaS companies make with real-life examples.So if you’re a SaaS CEO or CMO revisiting messaging and content strategy this year, or you’re frustrated with the quality of leads coming through your website, this epi...
Business development poses big challenges for today’s SaaS.It becomes twice as ineffective every year as people learn how to ignore you.And it’s such a grind that it’s hard to find good people who want to stick with the sales development rep (SDR) position over the long term.To get engagement on the phone today takes the right experience, technology, and triggers.That’s why we sat down with Gabriel Lullo, CEO of Alleyoop, an outsourced SDR service that specializes in lead generation and relat...
We’ve all been frustrated by those pesky ads that pop up when trying to read an article.We understand that publishers are trying to capture more of that lost ad revenue, but the solution is not to create such a poor experience that it drives consumers away. And the rise of ad blockers is not the only problem for publishers. The decline of traditional tracking methods due to privacy regulations and browser changes, such as the death of the cookie, threatens the business model even more. Dan Ru...
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