Episode description

Dave Kellogg is one of the OGs of Saas. Among his many accomplishments, Dave was the CMO of Business Objects where he helped scale the business from $30M to $1BN in revenue. Dave has also been a CEO twice, once scaling the business from $0 to $80M and the other business from $8M to $50M before selling it. Dave is also an advisor to some of the best including GainSight, Logickull, MongoDB, Pigment, Recorded Future, and Tableau.

1. What are the Metrics That Matter:

• Why is CAC payback period such a flawed metric?
• What is CAC ratio? Why is it more effective than understanding payback?
• Why is gross revenue retention more important than net revenue retention?
• What are the single biggest mistakes that founders make when using metrics today?

2. How to Build and Scale the Best Sales Teams:

• Why should founders hire three sales reps at one time? What is the benefit?
• What are the three different types of sales calls all teams must have?
• What should all CEOs and Heads of Sales ask of their sales team in forecasting?
• What is the single biggest mistake most companies make in forecasting?
• How should a CEO/board member respond to a sales team that lets a deal slip to next quarter?

3. Are CFOs Buying New Tech and How to Win Renewals:

• Are CFOs open for business? How has the top down sales process changed in the last year?
• Why is the way that startups think about renewals completely broken?
• What are the three different types of customer success teams we have today?
• What is the core role of customer success? How can we incentivise them to sell more?

4. Mastering Product Marketing, Customer Profiles and Crossing the Chasm:

• How can we use product marketing to increase sales velocity?
• What is the single biggest risk in product marketing today?
• What does Dave mean when he says "an ICP starts as an aspiration and becomes a regression?"