SaaS Sessions

In this powerhouse episode, Max Altschuler - founder of Sales Hacker, former VP of Marketing at Outreach, and now General Partner at GTMfund - breaks down what it takes to build and scale B2B SaaS companies with speed and substance. Max shares his journey from being an early-stage operator to becoming a SaaS investor, unpacking the real mechanics behind GTM strategy, community-driven growth, category creation, and what founders often get wrong. This is a masterclass in strategic execution and long-game thinking for SaaS leaders. Key Takeaways – 1. Betting on Founders: What Drives Early-Stage Investing * Founder-market fit trumps product perfection - invest in people who are machines. * Space matters: Great founders + a growing wave = potential breakout. * Outreach wasn’t a spreadsheet decision - it was a conviction bet on Manny Medina's obsession and clarity. 2. Strategic Distribution Is the New Product * Distribution is where the new edge is; AI levels the playing field for building. * GTM is the real differentiator - your ability to generate demand at scale will define outcomes. * Sales Hacker’s distribution muscle supercharged Outreach’s category dominance. 3. Acquisitions Are Not Just About Revenue, They’re About Velocity * Sales Hacker wasn’t bought for its revenue but to compound Outreach’s strategic value. * Community-led growth isn't a tactic; it’s an ecosystem asset. * Integration didn’t mean conversion - it meant amplification without breaking trust. 4. Lessons in SaaS Scale and GTM Execution * Don’t underinvest in product expansion; build or buy fast when signals are clear. * Self-serve isn’t optional anymore; it’s mandatory for market-wide coverage. * Be obsessed, but don’t burn out your team; clarity in communication scales leadership. About the GTMfund: GTMfund is an early-stage venture fund backed by 300+ of the most respected go-to-market leaders from companies like Salesforce, Zoom, and Snowflake. It focuses exclusively on backing SaaS startups with strong GTM execution and strategic potential. Connect with Max Altschuler [https://www.linkedin.com/in/maxaltschuler/] | Check out GTMfund [https://www.gtmfund.com/team] Visit our website - https://saassessions.com/ [https://saassessions.com/] Connect with me on LinkedIn - https://www.linkedin.com/in/sunilneurgaonkar/ [https://www.linkedin.com/in/sunilneurgaonkar/]

In this episode of the SaaS Sessions podcast, Jacob Bank, founder of Relay.app, shares his journey from academia to startup founder, discussing the challenges of building a product in the AI space. He emphasizes the importance of validating ideas, finding early customers, and experimenting with various marketing channels. Jacob also highlights the significance of cohort retention as a measure of product-market fit and the need to balance innovation with competition in a rapidly evolving market. Key Takeaways – 1. You’re not failing - your distribution is Building is easy; getting customers is the battlefield. Early channels (Reddit, network, cold email) only take you so far. Most startup advice is outdated or irrelevant to your context - test everything yourself. 2. Validate with precision, not ego The Mom Test changed how Jacob gathered honest feedback. 10 well-run interviews can kill or greenlight an idea. Getting “likes” is not validation - retention and willingness to pay are. 3. Every growth stage needs a new motion 0 → 10: Scrappy hustle (Reddit, LinkedIn DMs, direct outreach). 10 → 100: Partner marketing, SEO, and high-intent blog content. 100 → 1000: Viral LinkedIn content + YouTube for education + community-led growth. 4. PMF isn’t hype - it’s cohort retention Retention is the only true sign of product-market fit. Competitive pressure is a forcing function to build better products. Don’t be afraid to pick a fight in a crowded space - just know your edge. Connect with Jacob Bank: 🔗 Jacob Bank - https://www.linkedin.com/in/jacobbank/ 📅 Join his Build an AI Agent with Me sessions - https://events.relay.app 🌐 Try Relay.app for free: https://relay.app Relay.app is an AI agent builder that connects your tools into smart workflows. Designed to bring humans into the loop where automation fails, Relay combines intuitive UX with AI-native capabilities, enabling teams to move faster without drowning in manual ops. Chapters: 00:10 – Introduction 00:50 – Jacob’s journey from academia to Google to Relay 02:14 – The pain of early go-to-market and what didn’t work 06:09 – Using The Mom Test to validate early MVPs 07:59 – Breaking through with traction experiments 10:52 – Reddit, Product Hunt, and the weak links in early GTM 13:49 – From 10 to 100: What channels actually scaled 15:18 – Facing the 100 → 1000 wall 16:37 – Cracking virality with LinkedIn 21:29 – Mid-funnel levers: YouTube and email 27:13 – Competing in a mature category and why it’s a good thing 33:15 – Defining and validating PMF the hard way 38:27 – Retention is king—no tricks, just product 40:28 – Lightning round 42:41 – Final thoughts + how to join Jacob’s live AI agent sessions Visit our website - https://saassessions.com/ [https://saassessions.com/] Connect with me on LinkedIn - https://www.linkedin.com/in/sunilneurgaonkar/ [https://www.linkedin.com/in/sunilneurgaonkar/]

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/ [https://saassessions.com/] Connect with me on LinkedIn - https://www.linkedin.com/in/sunilneurgaonkar/ [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/ [https://saassessions.com/] Connect with me on LinkedIn - https://www.linkedin.com/in/sunilneurgaonkar/ [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 [https://amzn.to/4iHu7sE] 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 [https://www.linkedin.com/in/lucaslovell/] | Paddle [https://paddle.com] 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/ [https://saassessions.com/] Connect with me on LinkedIn - https://www.linkedin.com/in/sunilneurgaonkar/ [https://www.linkedin.com/in/sunilneurgaonkar/]