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B2B SaaS and Cloud founders, CEOs, and Go-To-Market operating executives share their journey as they scaled their business from $0M ARR to $100M and beyond. The guests share their insights on measurements of success, performance metrics, and benchmarks they use to guide and inform their decision-making and growth journey.Guests include founders and CEOs of amazing success stories such as LinkedIn, DocuSign, Marketo, Gainsight, Salesforce Commerce Cloud, ringDNA, InsightSquared, Cloudera and ...
 
It takes a lot more than a great vision, a great product and even great brand awareness to achieve the level of success that leading Cloud and SaaS companies like Salesforce, DocuSign, Snowflake and Twilio have achieved. Every successful Cloud company shares a common trait - highly productive customer acquisition program and innovative sales and marketing organizations. Mark Petruzzi and Ray Rike host a wide variety of Cloud and SaaS sales and marketing leaders. Our guest include well known ...
 
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CRO Spotlight

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CRO Spotlight

Warren Zenna and Lupe Feld

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A B2B podcast for current and aspiring CROs, CEOs and other leaders. In each episode revenue experts Warren Zenna and Lupe Feld are joined by a guest as they set out to explore every last area of a business that you can leverage to generate revenue and drive meaningful change. Warren and Lupe speak your language - join their revenue crew.
 
Hosted by Allan Wille and Lauren Thibodeau, the Metric Stack podcast is the place to hear stories from founders, leaders, marketers, and more as they share how they succeed with data. Whether you’re struggling with data, reluctant to take the leap or maybe you’re a seasoned expert with years of experience, you’ll hear stories from people like you who have used data to grow and scale their business.
 
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show series
 
Revenue Operations - the buzz has continued in 2022 but how to introduce and then maximize the return on investment is still a work in process. Cliff Simon, the Chief Revenue Officer at Carabiner Group, an early leader in Revenue Operations stopped by to share his insights into how to maximize the return on RevOps. First, we discussed if Revenue Op…
 
As a Chief Revenue Officer, Toni has had a front-row view on scaling revenue engines, and one major challenge he faced was that too much time was spent on financial planning and budgets, versus how to best make money. The first question we discussed was the difference between FP&A and Revenue Operations. Toni's perspective is that Revenue Operation…
 
Craig Rosenberg has worked with hundreds, if not thousands of B2B SaaS companies as the co-founder of TOPO, Distinguished analyst at Gartner, and now as Chief Platform Officer at Scale Venture Partners. Across Craig's roles, he was able to take an expensive view across each stage of a SaaS company's growth including strategy, people, process, techn…
 
Have you ever looked at all of the reports, dashboards, and data presented across your company and felt overwhelmed and under-informed? Today's data-driven world far too often results in a lot of data but not better decision-making or company performance. Scott Stouffer founded his first company in 1993 and has lived the reality of how Go-to-Market…
 
What's fundamentally different about selling a service vs selling a product? Let's find out. In this episode, Warren and Lupe are joined by Greg Lewis, Chief Growth Officer - Communications at Syneos Health Communications. They take a deep dive on what's different about selling a service vs a product, from go-to-market strategy to the sales cycle. …
 
Bill Binch has led revenue teams at highly successful B2B SaaS category creators, including Marketo and Pendo. Having real-life, applied experience and success at scaling high-growth companies, while also having broad insights into several Battery Ventures portfolio companies provides Bill with a unique perspective on how Chief Revenue Officers use…
 
It's hard to imagine being a key part of three industry-defining product categories, which is exactly what Bruce Cleveland has experienced in his Silicon Valley software career. First, Bruce was an early executive leader at Oracle (first 100+ employees) as they re-defined relational databases, then on to Apple where he led the object-oriented engin…
 
It's time to talk about some likely neglected parts of your revenue engine, and how they help you turn dreams into reality. In this episode, Warren and Lupe are joined by Eddie Reynolds, CEO and Revenue Operations Strategy Consultant at Union Square Strategy, and host of the RevOps Corner podcast. They tackle the topics with no easy answers includi…
 
CRO is a new job title, but that doesn't mean there's a lack of knowledge on how to succeed as one. In this episode, Warren and Lupe are joined by Scott Stouffer, CEO and Founder at scaleMatters. Join them as they discuss a key thing sales-centric CROs are often light on (and what landed them in that CRO seat), how to stop throwing money away by fi…
 
Metrics are essential to measure, manage, and predict performance in revenue. But when almost everything is trackable these days, exactly what do you need to keep your finger on? In this episode, Warren and Lupe are joined by Ray Rike, Founder and CEO (Chief Evangelism Officer) at RevOps Squared. They discuss the staple and expanded metrics sets fo…
 
You may have heard the acronym FP&A many times, but always wondered what it stood for? Financial Planning and Analysis is the function, typically present in more mature companies responsible that is responsible for financial planning, modeling and analysis. Paul has a summarized view of what FP&A professionals are responsible for which is: "FP&A is…
 
Regardless of your department, stepping up and out of it into the C-Suite puts you in a lot of new territory. You wouldn't have taken it if you didn't want a challenge, but you still want to avoid any missteps you can–you're about to find out how. In this episode, Warren and Lupe are joined by Stephanie Valenti, CRO at SmartBug Media. Follow her ad…
 
The more your company scales in size, the more it needs to scale in every other way too–especially stability. In this episode, Warren and Lupe are joined by Nancy Maluso who is VP, Principal Analyst at Forrester. Join them as they consider why alignment needs to be the first thing you get right, tips to structure your week for success, the other 'S…
 
In today’s episode, Allan talks to Jeremy Moser, founder and CEO of uSERP, a 30 person agency that earns SaaS companies high-authority backlinks through digital PR. Today’s metric: Sales Closing Ratio. What is Sales Closing Ratio? How does this metric impact sales and marketing? What’s the difference between Sales Closing Ratio and Leads to Won Rat…
 
In today’s episode, Allan and Lauren talk to Steffen Hedebrandt, co-founder and CMO of Dreamdata, a B2B revenue attribution platform. They dive into the world of marketing qualified leads and attribution. What are the nuances of MQL attribution? Is MQL attribution a predictable metric? How do you track MQL attribution? What’s the difference between…
 
How has Customer Success evolved over the past ten years? What better place to start than discussing the latest Customer Success Benchmarking Index with Kellie Capote, Chief Customer Officer at Gainsight. Kellie has invested the last five years developing her perspectives on Customer Success at Gainsight in a broad array of Customer Success leaders…
 
In today’s episode, Allan talks to Ramli John, Director of Content at Appcues and the #1 Amazon bestselling author of Product-Led Onboarding. Allan and Ramli talk about User Activation Rate, arguably one of the most important Pirate Metrics or “AARRR”: Acquisition, Activation, Retention, Referrals, and Revenue. Activation is a critical metric for t…
 
Although it's hotly debated, sales leadership seems to be emerging as a staple position in the career path to CRO. But at what cost? In this episode, Warren and Lupe are joined by Serkan Honeine, Chief Revenue Officer @ Certn. They chat about how deeply roles other than sales leadership can uniquely qualify you to lead revenue, how leading an inter…
 
How vibrant is the SaaS industry in Canada? Who better to ask that question and discuss how the SaaS industry is trending in Canada other than Lauren Thibodeau, founder and CEO SaaSCan. Saadian is the leading market research and benchmarking company for the SaaS industry across Canada. There are 38 Million people in Canada. Leading SaaS companies l…
 
Marketers today have more power in revenue than ever before, with their wealth of data key to identifying how buyers behave. This data is a double-edged sword though, with attribution-anxiety sometimes disincentivising the marketing team from pushing into new territory. How do you strike the right balance? This week Warren and Lupe are joined by Th…
 
In a role as complex as the CRO, it's impossible to have expertise in every area. So, how do you respond right when you're entering a new territory. In this episode Warren and Lupe are joined by Todd Heger, CRO @ Digilant. They cover why coachability and humility are essential skills for CROs, the power of seeking advice, a quick hack to diffuse te…
 
In today’s episode, Allan and Lauren talk to Ray Rike, Founder and CEO of RevOps Squared, about Annual Projected Revenue. What type of pricing model does this metric work for? What factors do you have to consider when looking at Annual Projected Revenue? What metrics work in harmony with Annual Projected Revenue? What does good, better, best look l…
 
Venture Capital - a hallmark of the B2B SaaS start-up industry has evolved over the past twenty years - but how have the primary value and responsibilities evolved? Marcelino Pantoja has had a front-row seat in many positions, starting as an analyst at the investment office at Stanford University. Then Marcelino worked with Greg Sands to help stand…
 
Cash Management is not one of the top subjects B2B SaaS founders want to discuss, but critical to start-up survival and success. Brandon Metcalf learned the in's and out's of Cash Management as a multiple-time founder and CEO. As a result, he recently founded Place Technology to help early-stage CEOs and CFOs use automation and technology to better…
 
You know that healthy relationships with your team, company, customers, and peers lead to strong short and long term outcomes. But how high do they really rank on your list of priorities? In this episode Lupe is joined by Christina Woronchak, CRO at Deem, Inc. This episode is packed with simple, effective ways to improve business outcomes using a h…
 
Incentive Compensation and Sales Performance Management - two key ingredients to scaling a successful B2B SaaS company. Is Intelligent Revenue the next key ingredient to growth? Chris Cabrera, founder, and CEO of Xactly, built a very successful company by helping companies to automate and optimize those two disciplines. The result was an Initial Pu…
 
In a sales career spanning 5 decades you see a lot change, and a lot stay the same. Get ready to hear the most important parts of both. In this episode Lupe is joined by John Smibert, co-author of The Wentworth Prospect. In this episode Lupe and John talk about revenue operation in the pre-CRO days, the role of culture in change, what both sides of…
 
In today’s episode, Allan and Lauren talk to Marissa Homere, VP Marketing at Irwin. Marissa shares her expertise on Marketing Contributed Annual Recurring Revenue (ARR). How do you attribute marketing influenced or directly contributed ARR? How do you track a non-linear customer journey and attribute ARR accordingly? How do you report on marketing …
 
How should we price our new SaaS product? How does our pricing model compare to our competitors? Are there other pricing models that would increase revenue and margin for our SaaS product? These are all some of questions that can be answered by analyzing B2B SaaS industry pricing benchmarks. This is the world that Bryan Belanger lives in everyday, …
 
Sometimes our goals coming true result in unexpected outcomes, and the CRO role is no different. It's time to do get some deep-dive insights on what's really awaiting you in the C-Suite. In this episode of the CRO Spotlight Podcast, Warren and Lupe are joined by Avi Zimak, Chief Revenue & Strategy Officer at The Arena Group. Avi has had a fascinati…
 
In today’s episode, Allan and Lauren talk with Christina Garnett, Senior Marketing Manager, Offline Community and Advocacy at HubSpot. Christina dives into retention in the context of community management and customer advocacy. How do you define retention in this context? What do a community and the flywheel have in common? How do you measure the v…
 
Does being data-driven result in better decision-making and performance results? That was a question we asked Allan Willie, co-founder and CEO of Klipfolio which is enabling thousands of companies to do just that through the dashboards they enable. What are the primary challenges with data-driven decision-making? It starts with the data quality goi…
 
In under an hour, you're going to feel like you've had the best GTM mentoring session of your revenue career. In this episode of the CRO Spotlight Warren is joined by Sangram Varje, best-selling author, and Co-Founder and GTM Advisor at Terminus. In this episode they look at an array GTM issues that you need to know about: who owns go to market, sy…
 
Marketing as an AMPLIFIER to Sales productivity!!! The quote above was the primary focus of my discussion with Mark Stouse - the CEO of Proof Analytics. Mark self-identifies as a communicator turned marketer turned SaaS CEO. Over this journey, Mark has developed a strong perspective on how to prove ROI, especially for marketing investment. What are…
 
In the noise of the digital landscape, the primary challenge has become sifting out the highest impact opportunities and threats. With this administrative burden eating into selling time, is there not a better answer? In this episode Warren and Lupe are joined by Jamie Shanks, CEO at Pipeline Signals and best-selling author. Working at the frontier…
 
In today’s episode, Allan and Lauren talk with Alamin Mollick, Head of Finance at Posh Technologies. What are Bookings? What’s the difference between bookings and revenue? How should you approach bookings, knowing there is risk? What’s the difference between subscription bookings and service bookings? How does bookings fit into a usage-based pricin…
 
Being CRO of a company scaling to $100m is no mean feat. This episode's guest has made a career of it. In this episode Warren is joined by Zorian Rotenberg, Sales & GTM Advisor at Charlesbank Capital Partners, and the two seasoned revenue professionals dive deep into the anatomy of the Chief Revenue Officer role. They consider the key components yo…
 
In today’s episode, Allan and Lauren talk with Laura Lenz, Partner at OMERS Ventures. Laura talks about Net Dollar Retention. What is NDR? Is NDR just for SaaS companies? Is there a company size that’s too small or too early to track it? Is NDR a factor in valuation of a company? “My advice is to know the number right before the investor that you’r…
 
The traditional revenue motion see the customer flow from marketing to sales to success, with their needs at each stage being specially handled by those best equipped to handle them. But how sure are you that they are all still the best fit for the need? In this episode of the CRO Spotlight, Warren is joined by Nelson Gilliat, author of The Death o…
 
In today’s episode, Allan and Lauren talk with Dave Kellogg, Executive in Residence at Balderton Capital. Dave goes all-in on Cash Conversion Score: What’s the difference between cash conversion score, capital consumption, and the growth efficiency index? What efficiency does cash conversion score measure? Dave also why cash conversion score is imp…
 
Sam Baker, Principal at Scale Venture Partners, has been a venture capitalist for six years. Before that, he gained operational experience at Box in both an Inside Sales role and in a Strategy and Planning role. Scale's culture has a very quantitative-oriented DNA, including having its own benchmarking organization known as Scale Studio. Benchmarki…
 
B2B Sales professionals are continuously faced with new challenges and obstacles they need to overcome on the path to success. In the past two years alone, sellers were forced to move to a 100% virtual roll due to a global pandemic. Most recently, the economy has quickly transformed from growth at all costs to efficient, profitable growth as the ne…
 
The positive impact of valued employees extends far beyond lower turnover. In this episode of the CRO Spotlight, Warren and Lupe are joined by Steve Travaglini, CRO at LinkSquares. In this episode they dive the task of operationalising revenue, the beauty of the career journey, and why keeping your people in the forefront of your mind with every st…
 
In today’s episode, Allan and Lauren talk to Donna Weber, Customer Onboarding Expert. What is Time to Value and why is it important in the context of customer onboarding? The goal of customer onboarding is to make your customers the heroes — they buy your product to save money, to make money, to save time, or be compliant. So if you’re not helping …
 
In today’s episode, Allan and Lauren talk to Will Cordes, CEO and Founder of KPI Sense. Will shares his insight on Magic Number: What is magic number? What does it measure? How do you calculate magic number? What are the nuances of this metric? What does magic number pair well with? Hear the answer to these questions and more in this week’s episode…
 
Careers today typically to spring from one platform to the next in quick succession. But when we leap are we missing opportunities to deliver truly extraordinary results? In this episode of the CRO Spotlight, Warren and Lupe are joined by Monique Pintarelli, CRO at Teads. Reflect with her on what a 20 year/3 company career has taught her about cons…
 
Everyone talks about the "Customer Journey" but often operates in stage-by-stage silos of customer acquisition, retention, and expansion. What is the Customer Journey - first, it often depends on if you come from a "Buyer perspective" versus the "Seller perspective." Ultimately, the seller is trying to figure out how to turn the buyer's meandering …
 
In today’s episode, Allan and Lauren talk to Vicky Freed, Chief Strategist, Loyalty, Data, and Customer Performance at Differly. Vicky goes in-depth on Average Revenue per User (ARPU): What is ARPU? How do you segment average revenue per user? How do you calculate ARPU? Is there businesses that shouldn’t track ARPU? Hear the answer to these questio…
 
In the growth-at-all-costs market today it can seem idealistic to want values at the forefront, but what if we can have both? In this episode of the CRO Spotlight, Warren and Lupe are joined by senior advisor and board member Susan Sobbott. Spending 18 years of her career at American Express, Susan has a deep understanding of both what is usual, an…
 
Taft Love's journey to becoming a Revenue Operations leader started in law enforcement, with a pivot to starting his tech career by becoming a Sales Development Representative, on to direct sales, sales leadership and ultimately to Revenue Operations. This journey is exactly the cross-functional experience that builds a strong foundation to being a…
 
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