Grace Young’s Post

The 4 P’s of SaaS: People, Product, Playbooks, and Process. In the B2B SaaS space, great marketing makes the difference between success and failure. Did you know that companies outpacing their competitors in this industry spend 45% more on marketing? Setting clear goals and objectives for your B2B SaaS marketing strategy can provide numerous benefits. Here are some best practices to consider: Define ICP & personas Messaging & positioning - pain, claim, & gain The How/Why ladder Understand your channels Be growth-driven Define OKRs Align your funnel Track weekly With the right best practices and a solid B2B SaaS marketing strategy, you can not only reach and engage your audience but also convert them. Happy hunting! #saas #cloud #b2b #supplychain #ai #ml

There is no more "key differentiator" effect for new players in B2B SaaS. Every part of the market is crowded with tons of software doing pretty much the same things (if you trust their website). If you're looking for a clear white space, with a big TAM, an easy and cost-efficient distribution, it doesn't exist anymore. That's why it's so hard to boostrap a big business nowadays, or get your first 20 customers. The barrier to entry is insanely high. For instance, if you're going after the CRM market, there is a clear opportunity but you'll have to fight very hard in the early days and spend a lot of time building something to compete with Salesforce. Contrary to popular belief, you don't win market shares only by having a key differentiator and a good distribution strategy, not anymore. You win by compounding the effect of marginal improvements over the previous generation of software. 👉 Better user experience leads to faster onboardings, higher NPS and better recommendation 👉 Leveraging AI and the latest technologies allow you to build products faster and usually better (because you can copy what works and change what doesn't) 👉 Reduced building costs lead to more capital efficiency, so it costs a lot in the first 24 months to match current market players but over the long-term you can sell your product cheaper while keeping better margins The new wave of SaaS products will not be the fastest growing over the first 12 months but will be unstoppable machines in the long-term. A good example of this is Rippling, who didn't invent anything but rebuilt everything that existed slightly better and slightly faster.

🚨 Most B2B SaaS companies are tracking the wrong GTM metrics - and it's costing them millions. 🚨 Here’s the brutal truth: Companies with inefficient Go-To-Market strategies are spending 2X-3X more to generate the same revenue as their category-leading competitors. 💸 If you’re not breaking down your GTM metrics by segment (SMB, Mid-Market, Enterprise) in 2024, you're already behind. 💡 Here’s the data-backed truth: SaaS companies with GTM Efficiency below 175% are valued 10X their TTM revenue. Those with efficiency above 250%? Just 3.6X. That’s a billion-dollar difference in enterprise value for some companies. 🏦 In the mock dashboard below, you’ll see metrics that 90% of B2B SaaS companies are missing—and it’s hurting their bottom line. This dashboard is an example of what you should be tracking to drive efficiency, growth, and real enterprise value in 2024. Here’s what you need to know: 💠 GTM Efficiency by Segment: If you’re not tracking CAC Ratio and Business Growth Efficiency across SMB, Mid-Market, and Enterprise, you’re probably leaking revenue. One segment could be dragging down your entire operation. 💠 CAC Ratio vs. Business Growth Efficiency: Don’t just measure how much you spend to acquire new ARR (CAC). You also need to balance your spend across retention and expansion efforts with Business Growth Efficiency. Are you getting the most out of your existing customers? 💠 Financial Health Metrics: Metrics like EBITDA to ARR Growth Ratio and Rule of 40 aren’t just for investors—they’re critical for ensuring you're scaling sustainably. If you're not hitting these, you might be chasing the wrong goals. 🎯 🔍 Ask yourself: Are you tracking these metrics every quarter, or are you missing critical data that could save you millions? 👇 Check out the mock dashboard and drop a comment below—let’s discuss how you’re measuring GTM efficiency in 2024. #saas #saasmetrics #growth #gtm

What is the most important metric for a B2B SaaS company? That question highlights the "paradox" of SaaS Metrics and Benchmarks.... At least once per week I'm asked "what is the most important metric we should prioritize" and my answer is "no single metric is that important" Below is a simple 5 step program to develop a metrics driven culture: 1️⃣ Develop a Holistic SaaS Performance Metrics Framework 👉 Start with the top 5 company-level metrics (outcomes) 👉 Break down each of the company-level metrics into their component parts 👉 Identify the input metrics that have a causal relationship to the top 5 👉 Assign the outcome metrics as SHARED goals to each department head 👉 Assign the input variables (metrics) as a goal(s) to each department head responsible for that metric and the associated processes and resources 👉 Calculate and communicate the metrics trends company wide 2️⃣ Develop Standard Definitions and Calculation Formula for Every Metric Used 👉 A common issue is lack of common understanding of a metric, why it is important and how to calculate 👉 Assembling a cross functional metrics council is a potential idea 3️⃣ Instrument, Calculate, Publish and Communicate Metrics on a Regular Cadence 👉 Automating and communicating are two words that should be at the center of your metrics strategy 👉 A company where every employee understands how their measurements impact the company performance goals (metrics) builds a performance driven culture 4️⃣ Compare Internal Performance Metrics Against Similar Like Company Benchmarks 👉 Seeing how your internal performance metrics "measure up" to like company benchmarks is a good way to "validate" where you stand 5️⃣ BEWARE Over Indexing on a SINGLE METRIC and/or BENCHMARK 👆 NO SINGLE metric should be evaluated in a vacuum - there are trade-offs to be made (such as achieving top decile growth rate while have a CAC Payback Period in the second quarter - a good trade-off for many) 🗞 I explored the above ideas in much greater detail in the latest edition of the SaaS Barometer newsletter #b2bsaas #metrics #benchmarks

In 2024 the tide will go out on B2B SaaS. Okay, perhaps not entirely... But the writing is on the wall for some. Let me explain. Speaking to RevOps leaders daily, I see a clear trend emerging - tech stack rationalisation. 2020 saw rapid cloud adoption and tech stack growth as companies reacted to changed working practices and consumer behaviours. The expectation when signing up was increased efficiency, the reality was increased context switching. Businesses are overrun with tools (on average 120!) that are often underutilised and don’t add (enough) value. Feature overlap amongst them is rampant and only getting worse as the market consolidates. You’ve got 3 tools that serve the same purpose because all of them are trying to win the market by doing everything to everyone. The result? SaaS spending is now 14.1% of company costs, we lose 9.5 mins of productivity every time we switch between apps and costs are only going up as vendors try to recoup their investment in AI and adding features we didn’t want at renewal! 2024 will see plenty of brands crying enough and choosing not to renew many of their subscriptions. My prediction - The big platforms like HubSpot and Salesforce will win and the specialist integration first specialist players who genuinely add value to the platforms will also prosper. The brands that are leading with feature growth at all costs will falter big time. P.S. Agree/disagree? Let me know your thoughts below.

#salesforceevent #salesforcegyan 2024 Marketing Cloud Innovation  Marketing Cloud Spring ‘24 Release February 2024 the Marketing Cloud Spring '24 will revolutionize the way we approach digital marketing. Explore the latest updates and highlights in the Salesforce community, and discover how to enhance your B2B and B2C campaigns with customer feedback. Don't miss out new highlights to gain a global perspective on the industry #marketingcloud #saleesforce #salesforcemarketingcloud #salesforcecommunity #salesforceupdates #salesforcehighlights #digitalmarketing #b2b #b2c #campaigns #customerfeedback #global

I need to make a confession. I am addicted to SaaS businesses. Even in AI days, I can hardly see a more exciting way to make business. Which is why my co-authors Amaryllis Liampoti, Moritz Hagenmüller and Sandeep G. and I are thrilled to release our latest playbook on SaaS strategies for winning in today’s demanding market environment. We engaged with more than 100 B2B SaaS players to decipher their growth formulas, the key challenges they face, and what they do to navigate the current environment. The result is clear set of execution priorities that are relevant to any #SaaS leaders and investors who seek fuel for their growth engine. Dive into the full report for a deeper look at actionable strategies and insights to navigate the evolving SaaS landscape: https://lnkd.in/eU84sskc   #BCG #BCGX #SaaS #DigitalInnovation #DigitalGrowth 

In 2023, I decided to write a post about choosing the proper CDP for a B2B SaaS. I shelved it for a long, and after dozens of conversations with SaaS founders working on the adjusting space CDPs, here’s where I’ve landed for Q4 2024: ➡️ In B2B SaaS, a traditional CDP may not even be needed. While there are dedicated B2B CDPs, they usually serve as “bolt-ons” to existing ABM or MAP platforms, and in the SaaS world, the lines between what CDPs actually provide are blurred. The reality? If you’re a growing mid-market SaaS, you have two choices: 1. Stick with CRM + CEP or MAP 2. Go all-in on a Composable CDP (aka Reverse-ETL) and tailor it to your specific data model—though this requires a solid data warehouse and serious investment. I rather see the evolution coming to traditional ABM tools, which historically have been overkill for mid-market SaaS. The focus on account engagement is shifting to: 1️⃣  Warehouse-connected tools that support custom data models that merge the PLG and SLG motions and ease of segmentation and account scoring 2️⃣ SaaS stack integrations that run on existing data models to co-create a source of truth 3️⃣ Workflow orchestration to nurture and automate accounts effectively Ironically, while many tools support these capabilities (aka GTM tech), few brand themselves as CDPs. For a deeper dive, check out my recent piece in collaboration with Aurelien Aubert 🧱 from Cargo (YC S23) 🧱. Read the full post: https://lnkd.in/dDNxjkfh

What truly drives success for B2B SaaS companies in their go-to-market strategy? The recent article I came across breaks down five essential factors that can make or break growth trajectories. It emphasizes understanding your target market, refining your value proposition, and aligning sales and marketing efforts. One point that stood out to me is the importance of customer feedback in shaping your approach. Gathering insights directly from users can provide invaluable guidance on how to adapt your offerings. It’s not just about launching a product; it’s about creating a solution that resonates with your audience. I believe fostering strong relationships and maintaining open lines of communication can significantly enhance your strategy. What do you think? How do these factors resonate with your own experiences in the SaaS space? https://lnkd.in/eJBKh4Mk

Insightful fresh B2B SaaS benchmarks from Benchmarkit based on +1.000 US companies💡📈📉📊👇 🗨"The 2024 SaaS Performance Metrics Benchmark report highlights several examples of metrics that exhibited decreasing revenue growth efficiency trends in 2023 as measured by customer acquisition and expansion efficiency metrics including Blended CAC Ratio, New CAC Ratio, CAC Payback Period, and Net Revenue Retention. Sales and Marketing expenses were reduced across the board from the 2022 benchmarks report and 2023 growth rates were lower across the board.   The positive news is the SaaS industry is comprised of founders and CEO’s that are optimists. Planned growth rates, with the notable exception of companies in the less than $1M ARR segment, are planned to be higher in 2024 than actual growth rates in 2023." 👉 https://lnkd.in/d4JmgbiP #SaaS #benchmarks #data