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Tag: SaaS

FV 27: Enterprise Listening & Sales Intelligence in 2025 | Santiago Suárez Ordóñez, Momentum.io

Posted on by Will Yuste

In this conversation, Will Yuste interviews Santiago Suarez Ordoñez, co-founder and CEO of Momentum, a sales intelligence platform. They discuss the evolution of sales intelligence, the importance of building a strong sales team, and the innovative approach of ‘enterprise listening’ that Momentum offers. Santiago shares insights on navigating the challenges of sales as a founder, the significance of top-of-funnel strategies, and how AI is transforming the sales landscape. The conversation highlights the operational efficiencies and data quality that Momentum provides, making it a unique player in the market. In this conversation, Will Yuste and Santiago Suarez Ordonez discuss the unique positioning of Momentum in the competitive sales intelligence landscape. They explore how Momentum differentiates itself by focusing on data extraction and insights rather than just recording calls. The conversation also delves into the shift towards enterprise solutions, the evolving landscape of sales intelligence, and the importance of data ownership and control for clients.

TAKEAWAYS:

  • Building a sales team requires time and dedication.
  • Top of funnel strategies are crucial for early-stage companies.
  • Sales is a personal, one-to-one interaction.
  • A strong SDR team can drive predictable results.
  • Operational efficiency leads to better data quality.
  • AI is reshaping the sales intelligence landscape.
  • Enterprise listening focuses on understanding customer interactions.
  • Retention is high when the product integrates seamlessly into workflows.
  • Sales teams prefer solutions that require minimal adoption effort.
  • Investing in SDRs can yield significant growth for startups. Momentum’s unique positioning lies in its focus on data extraction rather than just sales intelligence.
  • The competitive landscape is crowded, making it essential to out-execute rather than keep secrets.
  • Data collection misalignment is a significant issue in sales processes.
  • Momentum aims to free sales reps from data entry tasks, allowing them to focus on selling.
  • Efficient time is a critical asset for businesses, and Momentum helps optimize it.
  • The shift to enterprise solutions has been beneficial for Momentum, especially in a challenging SMB market.
  • Sales intelligence tools are facing scrutiny regarding their actual value to users.
  • Data ownership and control are becoming increasingly important for clients in the tech space.
  • The future of sales intelligence involves more than just data collection; it requires actionable insights.
  • Building a strong execution team is crucial for success in the competitive sales intelligence market.

TIMESTAMPS:

  • 00:00 Introduction
  • 00:37 The Concept of Enterprise Listening
  • 01:41 The Journey of Building a Sales Team
  • 06:28 The Importance of SDRs and Outbound Sales
  • 12:02 Momentum’s Unique Approach to Sales
  • 19:58 Operational Efficiency and Data Accuracy
  • 25:26 Momentum’s Unique Value Proposition
  • 32:25 Aligning Sales and Data Collection
  • 33:05 Automating Data Wrangling with AI
  • 34:33 Leveraging AI for Brand Building
  • 39:29 Strategic Value of AI in Sales
  • 46:44 Challenges and Opportunities in Sales Intelligence
  • 48:36 Efficient Time Management with Momentum
  • 53:22 Data Ownership and Integration
  • 59:17 Closing Thoughts

FV 24: LinkedIn Ads Strategy: Creative, Positioning, & Messaging for B2B SaaS | Itamar Ben Yair

Posted on by Will Yuste

Itamar Ben Yair, a Growth Consultant, shares his expertise on LinkedIn ads and B2B marketing strategies, specifically for high value SaaS products. Knowing how to balance creative advertising and product messaging is crucial, especially when marketing complicated B2B solutions.

Itamar points out the importance of clearly communicating your product to the audience, taking inspiration from consumer culture to create B2B ads.

Will and Itamar talk about how trust-building differs between B2B services and products, while discussing the creative process behind effective advertising that can better resonate with qualified leads.

They also go over the challenges of reaching out-of-market segments and the differences between problem-focused vs. feature-focused approaches in marketing.

The main point of this conversation is the need for marketers to focus on improving their lead-to-meeting ratios, maintain very clear communication with founders, and make sure they stay transparent every step of the way in their client relationships.

TAKEAWAYS:

  • Itamar Ben Yair specializes in LinkedIn advertising and B2B marketing strategy consultation.
  • Creative advertising is often overlooked in B2B marketing but is crucial for converting cold traffic.
  • Full-funnel marketing isn’t always the best approach, especially for complex SaaS products.
  • Clear product messaging should be prioritized over comprehensive marketing funnels.
  • Trust-building in B2B services requires different strategies than product marketing.
  • Consumer culture can provide valuable inspiration for B2B advertising.
  • Marketing success should be measured by qualified meetings generated.
  • The ideal customer profile (ICP) should guide meeting generation strategies.
  • Challenges in out-of-market segments often point to problems with the product.
  • Problem focused messaging over a feature focused approach.
  • Production quality in ads isn’t always a must.
  • Acting ability is more important than looks when looking for talent for ads.
  • Quick followups will increase your lead to meeting ratios.
  • Client trust is built through transparency.
  • Marketing teams have to clearly communicate with leadership.
  • Complex B2B SaaS products require much more nuanced strategies.
  • Lead quality is more important than quantity for sales team success.
  • Marketing effectiveness should be measured by sales team enthusiasm for leads.
  • High-value SaaS products require specialized marketing approaches.
  • Clear, transparent communication is essential throughout the marketing process.

TIMESTAMPS:

00:00 Introduction

01:08 The Challenge of Converting Cold Traffic

04:29 Conveying Complex Products in Ads

08:32 The Role of Content in Demand Generation

11:56 Creating Effective LinkedIn Ads

17:24 Understanding the Customer’s Perspective

27:17 Inspiration from Consumer Culture for B2B Ads

33:16 Marketeers vs. Technical Founders

37:28 In-Market vs. Out-Market Strategies

45:49 The Role of Hollywood in B2B Ads

49:22 Sourcing and Hiring Paid Actors

54:22 Optimizing Lead to Meeting Ratios

01:02:44 Building Trust with Clients

01:05:40 Conclusion and Final Thoughts

FV 22: How to 2x a Sales Agency in 9 Months w/ Calls and Content | Gabe Lullo, Alleyoop

Posted on by Will Yuste

Will Martin interviews Gabe Lullo, who is the CEO of Alleyoop. We get to hear about his journey all the way from recruitment to leading a successful sales development agency. He focuses on the importance of the right people in professional services, the role of intent data in sales, and the value of having a great product. 

Gabe talks about his own strategies for growth along with the significance of calls and content, and how to engage your employees. He also points out that video communication is key and the unique value proposition Alleyoop offers to their potential employees.

TAKEAWAYS:

  • People are the core of professional services.
  • Investing in employees is crucial for retention.
  • Intent data can enhance sales strategies but isn’t a silver bullet.
  • Building strong relationships with clients leads to mutual growth.
  • Calls and content are essential for successful outreach.
  • A great product is vital for sales success.
  • Transparency and trust are key in client relationships.
  • Video communication fosters connection and engagement.
  • Hiring experienced SDRs leads to better outcomes.
  • Creating a strong value proposition attracts top talent.

TIMESTAMPS:

‍00:00 Introduction and Gabe’s background

‍10:27 Timing in business: how Alleyoop met ZoomInfo early

‍17:28 Lessons from working with big accounts

‍23:24 Calls and content to make outbound work

‍25:50 How Alleyoop doubled in size

‍29:00 How to get your team to post on LinkedIn

‍35:21 Why outbound isn’t (and won’t ever be) dead

‍39:11 Cold call scripts: the 4 Ps framework

‍46:40 Alleyoop’s tech stack for remote work

‍55:25 How to sell your company to candidates

‍01:02:10 Conclusion and final thoughts

FV 21: Raising VC, First-time Founding, Enterprise Software & Nimble GTM | Emir Atli ‪@HockeyStackB2B‬

Posted on by Will Yuste

In Episode 21 of our podcast, we get to hear the story of Emir Atli, the co-founder and CRO of HockeyStack. Emir talks about his entrepreneurial journey and the interesting evolution of his revenue analytics platform.

Will and Emir chat about his path from the early days in Turkey to building HockeyStack, which actually started as a social media app before becoming an alternative to Google Analytics. He shares his firsthand experience with building superior technology, attracting top talent  and managing different challenges that arise with venture capital fundraising.

Conversation flows toward HockeyStack’s transformation into a B2B “revenue intel” platform, which offers sales information and ABM products. Emir also shares his experience with a diversified marketing strategy across LinkedIn, Google and events.

HockeyStack has the ambitious goal of going public in 2030 and become the operating system for B2B revenue teams.

TAKEAWAYS:

  • HockeyStack started as a social media app but pivoted to become a Google Analytics alternative, offering better insights into product and website data.
  • Building a better technology and hiring the best talent are key factors in the success of a startup.
  • Raising venture capital requires traction and a compelling story, and it’s important to have a strong support network.
  • Dealing with pressure as a C-level executive involves having people to lean on, such as an executive coach and therapist, and knowing that you can start over if needed.
  • HockeyStack is not just an attribution tool, but a command center for revenue teams, offering sales intelligence and ABM products in addition to attribution. HockeyStack aims to be the centralized command center for B2B revenue teams
  • Their marketing strategy includes LinkedIn, Google, events, influencer partnerships, and SEO
  • HockeyStack has entered the enterprise segment and prioritizes building relationships with enterprise customers
  • The goal is for HockeyStack to go public in 2030 and become the operating system for B2B revenue teams

‍

TIMESTAMPS:

‍00:00 Introduction

‍01:31 Early Ventures and Lessons Learned

‍03:45 The Birth of HockeyStack

‍05:16 Scaling and Market Strategy

‍10:51 Challenges and Personal Growth

‍20:06 The Future of HockeyStack

‍27:36 The Role of Signals in Marketing

‍31:47 Making Data Actionable

‍35:18 Diversifying Marketing Strategies

‍38:44 Enterprise Sales Strategy

‍48:05 Future Vision for HockeyStack

‍51:54 Conclusion and Hiring Announcements

FV 19: The AI-powered Clay for Enterprise | Elio Narciso

Posted on by Will Yuste

In this episode, Elio Narciso, founder and CEO of Scalestack, shares how his time at Amazon and his experience with startups inspired him to take on the inefficiencies in sales processes. Scalestack was born from his vision to help companies automate and declutter their go-to-market strategies, thus letting sales and marketing teams to focus on what they do best – selling and engaging with customers.

Elio discusses Scalestack’s unique features, such as its universal API and workflow builder, which connect and integrate multiple data sources, enrich and score data, and automate the creation of target account lists. Unlike competitors, Scalestack is tailored for enterprise-level organizations, and offers a simple solution for complex data tasks.

The episode also touches on Scalestack’s role in the AWS Global Startup Program, its plans for growth, and its go-to-market strategies, which include direct sales, event participation, and building partnerships. Scalestack aims to be a “set-and-forget” platform, all while empowering RevOps teams to optimize sales and marketing efforts without worrying about data management.

Takeaways:

  • Elio Narciso’s time at Amazon inspired him to address inefficiencies in sales processes.
  • Scalestack automates go-to-market strategies, enabling teams to focus on sales and customer engagement.
  • The platform enriches, normalizes, and scores data-creates accurate target account lists.
  • Scalestack’s universal API and workflow builder simplify data integration and orchestration.
  • Designed for enterprise-level companies, Scalestack stands out from competitors like Clay.
  • The AWS Global Startup Program supports Scalestack in driving innovation and growth.
  • Scalestack aims to be a “set-and-forget” solution for RevOps teams.
  • Its go-to-market strategy includes events, partnerships, and elevating the conversation around sales challenges.

TIMESTAMPS:

‍00:00 Intro and Elio’s Background at AWS

‍05:27 Startups’ Sales Teams Data Problems

‍07:51 The Role of AWS Global Startup Program

‍08:56 The Inefficiencies in Sales Reps’ Work

‍10:52 How Scalestack Solves Data Problems

‍19:55 Scalestack’s Universal API

‍28:16 Scalestack vs Clay

‍35:35 Custom Data Points Examples

‍38:11 Data Enrichment and Scoring in Enterprise (LIVE demo)

‍43:05 LLM-powered Data Workflows

‍48:10 AI Copilot and Orchestration

‍51:40 Scalestack’s GTM Strategy and Community Building

‍56:50 Customer’s Workflows Examples

‍01:01:11 Conclusion and Final Thoughts

FV 17: Materializing the BowTie from @WinningByDesign‬ with Vasco | Guillaume Jacquet‬‬

Posted on by Will Yuste

Meet Guillaume Jacquet, founder of Vasco, the game-changing revenue operations platform built for ambitious SaaS companies. Vasco doesn’t just manage data but transforms it. By pulling messy CRM data, cleaning it up, and pushing it closer to your go-to-market strategy, Vasco helps teams ditch the chaos and focus on winning.

Guillaume, with his sharp background in finance and venture capital, built Vasco for B2B SaaS businesses earning $1M–$100M ARR. The sweet spot? $5M–$50M. Whether it’s revenue forecasting, capacity planning, or creating a single source of truth, Vasco makes sustainable growth and efficient scaling a reality.

Takeaways:

  • Vasco isn’t just another platform; it’s the end-to-end revenue ops solution for SaaS companies ready to dominate their market.
  • Efficient growth is the name of the game, and Vasco’s tools for revenue forecasting, capacity planning, and data alignment put companies ahead of the curve.
  • Guillaume Jacquet’s expertise in finance, venture capital, and entrepreneurship gives Vasco a serious edge—it’s built for real-world challenges, not just theory.
  • Vasco creates a “single source of truth” for go-to-market operations, turning scattered data into a clear, actionable strategy.
  • The platform’s CRM integration and custom data modeling mean businesses can finally align their numbers with their growth ambitions.
  • Target audience? SaaS B2B companies with ARR between $1M-$100M, especially those in the $5M-$50M sweet spot.
  • If your company is serious about sustainable growth and go-to-market excellence, Vasco is your ticket.

TIMESTAMPS:

‍0:00 Introduction to Guillaume Jacquet and Vasco

‍5:27 Guillaume’s Background and Journey

‍14:06 How to Identify and Get PMF and Go-to-Market Fit

‍24:24 Vasco’s Feature Set: Live Product Demo

‍29:35 Vasco’s Benchmarking Sources

‍31:30 Building GTM Analytics & Forecasting Top-Down

‍38:10 How Vasco gets CROs & RevOps Closer to CFOs

‍40:23 Vasco is to RevOps what HubSpot is to Inbound

‍41:54 Building a Single Source of Truth for GTM Data

‍45:14 Vasco’s Target Market/ICP & Pricing

‍50:26 Funding, PMF, Runway and Future Vision

‍52:59 Guillaume’s Experience on RevOps & Finance Disconnect

‍56:37 The Future of GTM and SaaS Landscapes

‍1:08:52 VC-backed vs Bootstrapped as a Founder

‍1:17:21 Outro and Guillaume’s Advice for Founders‍

FV 13: B2B Attribution, Efficient Growth and the Future of Outbound | Canberk Beker @HockeyStackB2B

Posted on by Will Yuste

Canberk Beker, Head of Growth at HockeyStack, goes into the details of B2B attribution, growth, and marketing in this episode. Speaking from experience in his career, he talks about how data driven decision-making shapes customer acquisition, retention, and referrals. 

Canberk points out how HockeyStack addresses attribution challenges and offers practical advice for adopting accurate models without breaking the bank. The discussion goes into the buyer’s journey, inbound-led outbound strategies, AI’s role in startups, and the evolution of outbound sales. 

He also shares some insider tips on achieving SaaS efficiency, reverse engineering customer funnels, and navigating the pressures of VC funding, all while emphasizing just how important authenticity is in today’s SaaS landscape.

Takeaways:

  • Growth is holistic: Success spans acquisition, retention, and referral, all powered by data-driven decisions.
  • Attribution clarity matters: Tools like HockeyStack, SuperMetrics, and Google Data Studio provide cost-effective solutions for more accurate attribution.
  • Inbound-led outbound is evolving: Focus on website traffic and identifying visitors for better targeting.
  • AI reshapes startups: Tools like ChessGPT highlight the need for authentic, impactful product solutions.
  • SaaS efficiency is key: Reverse engineering customer funnels improves profitability and focus.
  • VC funding pressures: Authenticity and uniqueness are crucial for sustainable startup growth.‍

TIMESTAMPS:

‍00:00 Why growth is not just marketing

‍03:25 Data-driven decision making analogy

‍06:20 How Canberk helped Cognism grow revenue by 2.6x

‍10:35 What can you do with HockeyStack and why it isn’t just an attribution tool

‍17:06 Demand gen vs lead gen and revenue-driven marketing

‍23:32 Key insights from the 16 reports Canberk published and feedback on them

‍35:22 What most people get wrong about attribution and how to do it right

‍39:20 Inbound-led outbound, its limitations and evolution of outbound

‍53:07 SaaS magic number, end of GAAC era and VC landscape

‍58:34 Rule of 40 vs 33222 rule and why SaaS has become so inefficient‍

1:03:37 How to get go-to-market-fit in the efficiency era

FV 12: GTM Efficiency, Signal-Based Analytics & Demand Creation | Chris Walker @Refine_labs

Posted on by Will Yuste

Chris Walker talks about the challenges and strategies for SaaS companies in today’s market. He reveals that private SaaS companies face extended CAC payback periods (48-60 months) due to slowing growth, while public SaaS companies have nearly doubled their sales and marketing spend in the past two and a half years. 

Chris focuses on smart cost-cutting, efficient marketing investments, and bridging the gap between finance and go-to-market teams. He points out the importance of  signal-based analytics, AI’s potential in marketing, and the power of dark social content. With some pro tips on live shows, targeted account lists, and product-focused webinars, Chris provides efficient strategies for building demand, improving CAC, and accelerating company growth.

Takeaways:

  • Private SaaS CAC challenges: Slowing growth pushes payback periods to 48-60 months, demanding smarter spending.
  • Efficient marketing matters: Focus on ROI with signal-based analytics and tailored demand-generation strategies.
  • Leverage live shows/podcasts: Engage target customers, build trust, and gather valuable feedback.
  • Shift B2B advertising: Educate customers on why they need your product to drive interest and demand.
  • Track dark social’s impact: Self-reported attribution is key for understanding content ROI.
  • AI and signal analytics: Emerging tools can optimize outbound sales and boost marketing effectiveness.
  • Passetto’s focus: Practical strategies to enhance enterprise value and accelerate growth.‍

TIMESTAMPS:

‍00:00 CAC Payback Period in Public & Private SaaS Companies

‍04:21 Sales & Digital Marketing Budget Allocation

‍10:15 How B2B Buying Works Today

‍14:30 The State of Signal-Based Analytics

‍21:57 Building Analytics from Top-Level Business Metrics

‍26:15 How to Properly Do & Measure Demand Creation

‍40:10 Key Levers that Grew Refine Labs to +$10M ARR

‍44:38 Current Signal-Based SaaS & Services Landscape

‍50:48 Passetto as a Consulting Firm, Not a SaaS Company

‍51:55 AI Optimizing Outbound Cadences

‍54:33 The Bowtie Framework and the Future of GTM Tech

FV 7: Relationship-based selling in B2B GTM | Amelia Taylor

Posted on by Will Yuste

Will chats with Amelia Taylor, founder of The Revenue Table, about her bold journey in B2B SaaS and her innovative approach to go-to-market strategies and revenue ops. From mastering enterprise sales to building authentic relationships and evangelistic company cultures, Amelia shares actionable tips to thrive in today’s evolving sales world.

Key Takeaways:

  • Understanding people deeply is the key to B2B success.
  • Challenge norms and create a unique, authentic sales style.
  • Evangelism should be a company-wide practice, not just one role.
  • Slack is a hidden gem for community-led growth and revenue.
  • Use short, engaging videos to stand out in sales.
  • Self-awareness and curiosity fuel success and new opportunities.
  • Human connection and soft skills are irreplaceable in B2B.
  • Decentralized events and strong communities are reshaping networking and sales.

With shoutouts to companies like HubSpot, GTM Fund, Sendoso, and Sendspark, this episode is packed with inspiration and tips for shaking up B2B sales. Amelia’s insights on creativity, connection, and community will leave you ready to level up! 

TIMESTAMPS:

00:00 Introduction

‍00:51 Who is Amelia Taylor?

‍13:14 Founding The Revenue Table

‍23:38 Leveraging Slack for Revenue Growth

‍45:01 Being Memorable in B2B Sales

‍45:50 Creative Ways to Leverage Video in B2B

‍46:30 Using Video to Connect with Prospects

‍48:28 The Importance of Self-Awareness in B2B Sales

‍54:02 The Decline of B2B SaaS and the Rise of Soft Skills

‍54:45 The Role of Self-Awareness in B2B Sales

‍01:00:16 The Power of Curiosity in B2B Sales

‍01:04:04 Creating a Human Connection in B2B Sales

‍01:09:38 The Importance of Decentralized Events in B2B

‍01:19:46 Companies Doing Great Work in B2B