Claim OwnershipSaaS Backwards - Reverse Engineering SaaS Success
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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.
123 Episodes
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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Enterprise search has been around for quite some time, and it often conjures images of outdated intranet searches within the confines of an organization's internal networks.So how do you shift the focus from “old school” methods to a more dynamic,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 manag...
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 ...
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 revisiting messaging and content strategy this year, or you’re frustrated with the quality of leads coming through your website, this episode is for you.A ...
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...
In this episode, SaaS Backwards host Ken Lempit switches places to the guest seat to discuss upcoming trends in SaaS marketing for the new year and what companies will have to do to be successful.Ken is the Chief Strategist of the Austin Lawrence Group, a growth marketing agency specializing in B2B SaaS, and has a 30-year track record in software marketing.The key areas discussed include:As outbound prospecting gets harder, how will companies be successful?How will sales and marketing KPIs sh...
Pricing is often the most overlooked “P” in the SaaS marketing mix. We see it in our marketing practice often.Companies may be averse to raising prices for fear of losing customers, focusing on other priorities like product development, or simply don’t understand the impact on the business.In this episode, we caught up with Pat Meegan, Senior Partner at Maple Street Advisors, who talks about assessing the opportunity for pricing growth regularly by looking at four key indicators: Leaders...
When going through a repetitive and time-consuming mortgage application process in 2017, Mang-Git Ng was surprised that the process wasn’t automated.He realized that there were many industries that still operated in the internet dark ages and that moving all these PDFs and paper documents to online forms could solve a major problem.But after he and his co-founder had built their initial product, they struggled to gain traction, especially with limited sales and marketing experience. Thro...
Because of the challenges in the current financing environment and the cautious approach of strategic buyers and private equity firms for SaaS companies, we invited Marty Magida on to discuss practical strategies to enhance company value and navigate the complexities of the M&A market.Magida is the managing director of Berkery, Noyes & Co an independent investment bank providing mergers and acquisitions (M&A) advisory to middle-market leaders in the global information, software, s...
You may have noticed that deals today take longer to close and scrutinized heavily. So, what do SaaS companies need to do?Spencer Dent, Founder of Clozd says to make sure you understand the how the decision-making process, people involved, and priorities have changed. And since the CFO plays a bigger role, it’s less about ease of integration and more about the bottom line—and you’d better be ready to prove it.Key takeaways:Are ROI calculators worth it anymore? With people caring more abo...
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