SaaS Sessions

In this episode, we dive into the evolving landscape of B2B SaaS attribution with Deepinder Dhingra, Founder and CEO of RevSure.ai. DD shares insights from his 20+ years in enterprise software, analytics, and AI, unpacking how SaaS companies can harness AI-driven attribution to improve GTM strategies. He explores the challenges of attribution complexity, the role of AI in unifying data, and actionable frameworks for building an effective attribution model. DD also shares his thoughts on the future of AI in SaaS and key misconceptions about being a founder in this space.

Key Takeaways:

1. The Evolution of Attribution in SaaS
- Past GTM motions: Outbound, focused on sales-driven efforts.
- Present complexity: Consumerization of GTM with multiple teams (marketing, SDR, BDR, sales).
- Challenge: Fragmented data across tools requires a robust attribution strategy.

2. AI’s Role in Attribution
- Data Harmonization: AI connects data from CRMs, marketing automation, ABM tools, and offline channels.
- Revenue Graphs: Building linkages across touchpoints like leads, campaigns, and opportunities.
- Predictive Insights: Real-time data analysis to optimize spend and strategy.

3. Common GTM Team Pitfalls
- Misaligned Goals: Teams focus on “who gets the credit” rather than actionable insights.
- Lack of Full-Funnel Thinking: Insights should span marketing, SDR, and sales efforts.
- Overreliance on Rules-Based Models: Shift to data-driven, machine learning approaches like marketing mix models and incrementality testing.

4. Building an AI-Powered Attribution Framework
- Collaborative Effort: Align marketing, sales, and ops under a shared vision.
- Tech Stack Audit: Ensure compatibility with your GTM motion.
- Real-Time Monitoring: Use leading and predictive indicators to measure success.

Lightning Round Insights:

1. Fun Fact About DD: He’s a skilled pickleball player!
2. Challenge to Solve in Indian SaaS: Optimizing cross-border GTM motions.
3. Misconception About Founders: It’s not all fun; founders take the brunt of market brutality and drive teams for competitive speed.

About RevSure.ai:
RevSure.ai is revolutionizing attribution for B2B SaaS companies by leveraging AI to unify data, provide actionable insights, and optimize GTM strategies. Their AI-powered attribution models address the complexities of modern SaaS motions and enable teams to act with precision.

Connect with DD:
LinkedIn - https://www.linkedin.com/in/deepinder-singh-dhingra-66bb54/
RevSure - https://www.revsure.ai/

Chapters:
01:05 - Intro & DD’s Journey in SaaS
02:05 - Evolution of Attribution in SaaS
07:27 - Complexity in GTM Motions and Data Fragmentation
12:10 - AI’s Role in Attribution
15:10 - Common GTM Team Pitfalls
19:02 - Building an AI-Powered Attribution Framework
23:26 - KPIs for Attribution Success
27:42 - Future of AI in Attribution
30:17 - Balancing AI with Human Oversight
32:22 - Lightning Round
36:42 - Closing Thoughts

#b2bsaas #b2b #attribution #marketing #saas

Visit our website - https://saassessions.com/
Connect with me on LinkedIn - https://www.linkedin.com/in/sunilneurgaonkar/

Episode Summary:
Srikrishnan Ganesan, Founder, and CEO of Rocketlane, joins the SaaS Sessions Podcast to share actionable insights on customer onboarding—a crucial yet often overlooked driver of SaaS success. Sri dives deep into why onboarding sets the foundation for long-term customer satisfaction, retention, and expansion, and offers strategies to optimize this critical phase. This conversation is packed with transformative ideas for SaaS founders and operators, from avoiding common onboarding pitfalls to leveraging AI and standardized processes.

Key Takeaways:
1. Onboarding as a Strategic Driver
- The first 30-90 days are make-or-break: onboarding directly influences churn and Net Revenue Retention (NRR).
- Poor onboarding can result in 25-30% of customers failing to go live, jeopardizing renewals and expansions.
- Early-stage SaaS companies often lack the rigor to drive implementation success, resulting in disengaged customers.

2. Common Onboarding Pitfalls and How to Address Them
- Lack of Rigor: Companies often go at the customer’s pace instead of setting clear timelines.
- Order-Taking Approach: Teams fail to be prescriptive, waiting for customer direction instead of sharing best practices.
- Disorganized Operations: Reliance on spreadsheets and hero-driven processes undermines scalability and consistency.
- Solution: Implement standardized processes, use governance frameworks, and prioritize system-driven operations.

3. The Role of Leadership and Process Design
- Founders often stretch post-sales teams, delaying investments in specialized onboarding leadership.
- Invest in systems that track effort, milestones, and outcomes to scale onboarding.
- Standardize touchpoints like kickoff decks, project plans, and escalation paths to drive a consistent and professional experience.

4. Leveraging Technology and AI for Better Onboarding
- Tools like Rocketlane provide visibility and streamline processes for both customers and internal teams.
- Use AI to automate repetitive tasks, identify early warnings, and enhance follow-up communications.
- Fast and efficient onboarding drives 2x faster expansions and greater advocacy from happy customers.

Lightning Round Insights:
What Sri Wishes He’d Known Starting: How transformative AI would become and its potential to fundamentally reshape product development.

Favorite AI Tools:
- Avoma for sales insights.
- Rocketlane’s own AI-driven features to improve onboarding experiences.

Book Recommendations:
- Made to Stick by Chip and Dan Heath – Learn to package ideas that resonate and stick with your audience.
- Competing Against Luck by Clayton M. Christensen – Understand the "Jobs to Be Done" framework for product development.

About Rocketlane:
Rocketlane is a leading customer onboarding and professional services automation platform, empowering SaaS companies to deliver seamless and efficient onboarding experiences. By streamlining collaboration, improving accountability, and accelerating time-to-value, Rocketlane helps businesses improve retention and expand revenue opportunities.

Chapters:
00:50 - Sri’s Journey: From Freshworks to Rocketlane
01:47 - The Current State of SaaS Onboarding
04:15 - Key Challenges in SaaS Onboarding
07:39 - Building Rigor and Governance in Onboarding
15:23 - Celebrating Go-Lives and Building Advocacy
19:15 - The Impact of Faster Onboarding on Retention and Expansion
27:27 - Ripple Effects of Poor Onboarding
34:04 - Leadership’s Role in Driving Onboarding Excellence
37:04 - Lightning Round

Visit our website - https://saassessions.com/
Connect with me on LinkedIn - https://www.linkedin.com/in/sunilneurgaonkar/

Lucas Lovell, VP of Product at Paddle, shares his journey from launching a startup in Australia to scaling a SaaS company in Europe. With a focus on global market expansion, Lucas discusses critical considerations for entering new geographies, leveraging local partnerships, and using payments infrastructure as a growth lever. Packed with actionable insights, this episode is a must-listen for SaaS leaders navigating the complexities of international growth.

Key Takeaways:

1. Market Expansion Strategy
   • Market size and access are key to identifying expansion opportunities.
   • Operational challenges, like legal and regulatory barriers, need thorough evaluation.
   • Localizing for cultural norms and customer expectations is crucial for success.
2. Leveraging Payments as a Growth Lever
   • Offering region-specific payment methods boosts conversions significantly.
   • Partner with payment platforms like Paddle to simplify tax compliance and payment localization.
   • Missteps in payment infrastructure can result in high drop-off rates despite strong intent to purchase.
3. Tactical Entry into New Markets
   • Conduct roadshows and spend time on the ground to understand the local ecosystem.
   • Leverage accelerators, incubators, and local networks for insights and partnerships.
   • Hiring local talent provides essential market expertise and operational efficiency.
4. Balancing Global Consistency with Local Flexibility
   • Use foundational playbooks but adapt pricing, messaging, and distribution strategies to local markets.
   • Understand cultural nuances, such as Germany’s data consciousness or the business formality in Europe.
   • Localization isn't just about language; it’s also about tone, style, and relevance.

Lightning Round Insights:

• Work-Life Balance Tip: Set boundaries with notification management to avoid work distractions during personal time.
• Advice to Past Self: You learn best by doing—don’t hesitate to dive in and experiment.
• Book Recommendation: Good Strategy, Bad Strategy by Richard Rumelt for mastering strategic thinking.

About Paddle: Paddle simplifies payment infrastructure for SaaS businesses, enabling global expansion by handling tax compliance, payment localization, and more. Their platform helps companies turn operational complexities into growth opportunities.

Connect with Lucas Lovell: LinkedIn | Paddle

Chapters:
00:10 – Introduction
01:00 – Lucas’s Journey in SaaS
06:30 – Choosing France for Market Expansion
10:00 – Operational Barriers to Entering New Markets
15:00 – Using Payments as a Growth Lever
20:00 – Localization Strategies for Success
25:30 – Building Partnerships for Distribution
30:00 – First Principles GTM Strategies for New Geographies
35:00 – Lightning Round Insights

Visit our website - https://saassessions.com/
Connect with me on LinkedIn - https://www.linkedin.com/in/sunilneurgaonkar/

Episode Summary

In this insightful episode of the SaaS Sessions Podcast, we down with Satya Ganni, the CEO and Founder of Userflow and Beamer. Satya shares his journey as a serial entrepreneur, having founded six companies before leading Userflow and Beamer, two innovative platforms revolutionizing user onboarding and product engagement. We dive into how AI is reshaping Product-Led Growth (PLG), strategies for leveraging data effectively, and the future of PLG and Product-Led Sales (PLS).

Key Takeaways

• Satya’s Journey in SaaS:
  • Over two decades of experience in SaaS as a founder, operator, and executive.
  • The mindset of a problem solver is the driving force behind his entrepreneurial success.
• AI's Role in PLG:
  • AI influences every stage of the PLG funnel, from acquisition to engagement.
  • Personalization powered by AI can reduce CAC and improve time-to-value.
  • Examples of effective AI use in PLG include content generation, user segmentation, and in-app personalization.
• The Importance of Data in PLG:
  • PLG's success relies heavily on combining formographic, behavioral, and in-app data.
  • Tools like product analytics, session replays, and experimentation platforms are key to unlocking actionable insights.
  • Challenges arise with inaccurate or incomplete data, but the right systems can mitigate these issues.
• Challenges and Misconceptions in PLG:
  • PLG requires a massive market and some elements of virality to thrive.
  • Many SaaS companies are in the early stages of adopting personalization and leveraging AI to its full potential.
  • Integration of data-driven tools and workflows is critical for success.
• Future of PLG:
  • Hybrid models combining PLG and PLS (Product-Led Sales) will dominate.
  • AI-driven precision will empower sales teams to nudge users toward upgrades and drive conversions.
  • PLG will evolve to emulate the personalization seen in B2C platforms like Instagram and Amazon.

Lightning Round Insights

1. Biggest Lesson: The value of having a mentor or coach early in his career to accelerate growth.
2. Book Recommendation: Thinking, Fast and Slow by Daniel Kahneman—a must-read for understanding decision-making.

About Userflow and Beamer

• Userflow: A user onboarding and guides platform that simplifies the journey for SaaS and digital-first businesses.
• Beamer: A product adoption and engagement platform designed for product leaders and marketers to drive engagement.

Connect with Satya

• Website: Userflow | Beamer
• LinkedIn: Satya Ganni

Subscribe & Stay Connected

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Visit our website - https://saassessions.com/
Connect with me on LinkedIn - https://www.linkedin.com/in/sunilneurgaonkar/

Disrupting Travel with Spotnana: Sarosh Waghmar on Building the AWS for the Travel Industry

In this episode, we hosted Sarosh Waghmar, Founder and Chief Product Officer at Spotnana.

Sarosh shares his journey of over two decades in the travel tech industry and discusses Spotnana's mission to transform travel by creating an 'AWS for the travel industry.'

The conversation delves into the challenges and innovations of building a platform that emphasizes trust, transparency, and a seamless user experience.

We also discussed the impact of AI and the future of travel tech.

Key insights include the importance of building a platform that allows others to innovate, the role of cloud-native architectures, and the significance of standing on the shoulders of giants to drive industry-wide change.

Connect with Sarosh on LinkedIn - https://www.linkedin.com/in/swaghmar/

00:00 Introduction
00:40 Sarosh Waghmar's Background and Travel Industry Insights
01:33 Challenges and Innovations in Travel Tech
03:04 Spotnana's Vision and Platform Approach
04:00 Building During COVID and Overcoming Obstacles
07:31 Creating a New Category: Travel as a Service
20:18 Future of Travel Tech and AI Integration
29:51 Lightning Round: Personal Insights

Visit our website - https://saassessions.com/
Connect with me on LinkedIn - https://www.linkedin.com/in/sunilneurgaonkar/

In this episode of the SaaS Sessions podcast, we hosted Bill Macaitis who is currently the founder & CEO of SaaS CMO Pro.

SaaS CMO Pro helps you learn B2B SaaS and AI marketing with fun and easy-to-understand videos.

Previously, Bill was the CMO at Slack and Zendesk. Before that, he held the title of SVP of Marketing at Salesforce.

Bill shares his rich career journey from media companies to leading roles in SaaS giants like Salesforce, Zendesk, and Slack.

The discussion covers essential strategies for building a marketing career, navigating career pivots, and capitalizing on emerging opportunities like AI.

Bill emphasizes the importance of continuous learning, staying employable, and managing stakeholder relationships.

This episode concludes with practical advice for aspiring marketing leaders, including managing work-life balance, leveraging career opportunities, and understanding AI in modern marketing.

Connect with Bill on LinkedIn - https://www.linkedin.com/in/bmacaitis/
Subscribe to SaaS CMO Pro Newsletter - https://www.saascmopro.com/
Subscribe to SaaS CMO Pro YouTube Channel - https://www.youtube.com/@SaaSCMOPro/

00:00 Introduction

00:46 Bill Macaitis' Career Journey

05:28 Transitioning to B2B SaaS

11:12 The Importance of Career Pivots

13:59 From Individual Contributor to Director

21:09 Building Relationships with Stakeholders

21:52 The Visibility of Marketing

22:18 Climbing the Marketing Ladder

23:58 The Importance of Continuous Learning

29:00 Navigating Career Choices in B2B Marketing

34:14 Lightning Round: Quick Tips and Recommendations

Visit our website - https://saassessions.com/
Connect with me on LinkedIn - https://www.linkedin.com/in/sunilneurgaonkar/

In this episode of SaaS Sessions, we sit down with Dan Herd, VP of Customer Success at Outreach, one of the most popular sales engagement platforms.

We dive deep into how Outreach leverages a "Desired Business Outcomes" (DBO) framework to align customer success strategies with the business goals of their clients.

Dan also offers invaluable insights into driving adoption, improving customer retention, and maintaining a seamless handoff between sales and customer success teams.

Whether you're a SaaS leader, founder, or working in customer success, this episode provides practical strategies and best practices to help your customers succeed and ensure long-term growth for your company.

All this and more with Dan in this episode.

Connect with Dan on LinkedIn here - https://www.linkedin.com/in/dan-herd1/

Visit our website - https://saassessions.com/
Connect with me on LinkedIn - https://www.linkedin.com/in/sunilneurgaonkar/

In this episode, Thejo Cote, founder and CEO of Airbase, shares his entrepreneurial journey, which spans over 15 years.

From his early days in India to moving to the US in 2009, Thejo discusses how he founded Airbase, a procure-to-pay solution that simplifies corporate purchasing.

He highlights the challenges and successes of growing a business in a new country, the importance of building networks, and how to adapt a product for different markets.

Thejo also provides insights into finding product-market fit, the nuances of selling in the US versus India, and early-stage customer acquisition and validation strategies.

00:00 Introduction and Guest Welcome
00:44 Thejo's Background and Early Career
02:42 Journey to the US and Founding Airbase
04:04 Target Market and Initial Challenges
07:35 Building a Network and Getting Early Customers
18:16 Product Customization and Market Adaptation
23:00 Metrics, Milestones, and Scaling
29:18 Lightning Round: Personal Insights
36:39 Conclusion and Final Thoughts

Connect with Thejo on LinkedIn - https://www.linkedin.com/in/thejo/

Visit our website - https://saassessions.com/
Connect with me on LinkedIn - https://www.linkedin.com/in/sunilneurgaonkar/

In this episode of the SaaS Sessions podcast, we hosted Andy Ramirez, the Senior Vice President of Marketing at Docker to explore the complexities of Account-Based Marketing (ABM) within a Product-Led Growth (PLG) context.

Andy shares his journey from a 'recovering engineer' to a seasoned marketing leader at top companies like AWS, Amazon Prime, Smartsheet, and New Relic.

We discussed the synergies between PLG and ABM, strategies for using first-party and third-party data to target accounts efficiently, and practical advice on tailoring messaging for different buyer personas and stages of the customer journey.

Andy also emphasizes measuring success without overcomplicating analytics and leveraging qualitative feedback from sales teams to refine marketing campaigns.

This episode offers valuable insights for companies looking to integrate ABM within their PLG models.

Connect with Andy on LinkedIn - https://www.linkedin.com/in/andyramirez/

00:00 Intro
00:30 Andy's Career Journey and Passion for Technology
02:42 Docker and Kubernetes: A Historical Insight
04:56 Navigating Enterprise ABM with PLG
11:00 Leveraging Data for ABM Success
17:07 Tailoring Content for ABM Campaigns
29:57 Metrics and Feedback Loops in ABM
36:10 Lightning Round: Personal Insights
39:15 Conclusion and Final Thoughts

All this and more in this episode with Andy.

Visit our website - https://saassessions.com/
Connect with me on LinkedIn - https://www.linkedin.com/in/sunilneurgaonkar/