The Transaction

In this episode of The Transaction, Matt Amundsen and Craig Rosenberg are joined by Ray Rike to delve into the world of metrics. Ray shares his passion for allowing SaaS operators to make metric-informed and benchmark-validated decisions by looking at metrics across the entire customer journey. He highlights key metrics such as CAC ratio, inbound hand raisers, and expansion CAC ratio, emphasizing their crucial roles in making informed business decisions. The conversation also explores the significance of shared goals among go-to-market teams and the need for a detailed analysis of the sales funnel. The episode wraps up with actionable insights on optimizing sales and marketing investments to improve efficiency and drive sustainable growth.

Takeaways:
  • Move beyond just tracking the number of top-of-funnel leads. Look at long-term metrics such as the percentage of qualified pipeline from inbound hand raisers and the efficiency metrics like CAC ratio.
  • Ensure that both the CMO and the CRO have shared goals that include both pipeline and revenue numbers. This shared accountability can drive better collaboration and overall performance.
  • Track metrics such as cycle time, average contract value (ACV), and win rates for inbound hand raisers compared to outbound sourced leads to better understand the efficiency of your marketing efforts.
  • Break down pipeline sources by marketing, outbound sales development, direct sales, and channel partners. Assess pipeline coverage ratios and CAC ratios for each source to identify inefficiencies.
  • Adopt rolling metrics, such as five or nine months, to track the long-term impact of marketing investments like podcasts or large content initiatives.
  • Set AE-specific pipeline goals and offer incentives for AE-generated opportunities to improve the balance and efficiency of pipeline creation.
  • As your company scales, regularly reassess and reallocate resources between new customer acquisition and existing customer expansion to optimize efficiency and growth.
Chapters:
  • 00:00 - Matt's Tardiness and Ray's GE Story
  • 01:40 - Introduction to Ray Rike
  • 03:37 - Ray's Mission: SaaS Metrics and Benchmarks
  • 08:11 - Marketing Metrics: CAC Ratio and Pipeline Efficiency
  • 11:43 - Deep Dive: CAC Ratio and Marketing Spend
  • 25:26 - Sales Development and Pipeline Coverage
  • 29:27 - Pipeline Challenges and Inefficiencies
  • 32:49 - The Importance of Go-to-Market Alignment
  • 34:16 - Evaluating SDR Performance and Metrics
  • 35:41 - Optimizing Growth in a Capital-Constrained Environment
  • 41:15 - Shared Goals and Collaboration in Sales and Marketing
  • 49:33 - The Impact of Expansion CAC Ratio
  • 53:59 - Concluding Thoughts and Key Takeaways
Quote of the Show:
  • “I believe that shared goals that are measurable by metrics help with alignment and integration of a go-to-market team.” - Ray Rike
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Creators & Guests

Host
Craig Rosenberg
I help b2b companies grow revenue by enabling GTM excellence. Chief Platform Officer at Scale Venture Partners
Host
Matt Amundson
CMO, Advisor, Data-Driven Revenue Leader. Chief Marketing Officer of Census
Producer
Rayanne Pruitt

What is The Transaction?

Welcome to The Transaction.

From ABM to PLG, from MEDDIC to MEDDPICC, the world of business is constantly evolving. We’ll cover the who, what, where, when, why and most importantly how you get… The Transaction.

Hosted by Craig Rosenberg and Matt Amundson.

Presented by Ringmaster Conversational Marketing, the go-to branded podcast team. To discover how your company can leverage B2B podcasts to deliver outsized ROI, visit ringmaster.com.