I’m revising this post because I learned today that I’ve been named not once (as I thought yesterday) but twice to the SaaStr All-Time Top 25 List of podcast episodes (see Top 1-12 and Top 13-25). Apologies for the confusion, but wow, what an honor. This puts me in the company of legends like David Skok, Mark Suster, Nick Mehta, and Tomasz Tunguz — and dare I say that by my quick tally only two people made the list twice: David Skok and me.
Thank you to everyone who listened and helped drive my episodes to the top of the charts!
SaaStr is my favorite conference and I’ll be speaking there again this year on Monday, Sept 27th at 1:00 PM Pacific with a session titled A CEO’s Guide to Marketing. I will be doing the speech live, I’m not sure if they’re live broadcasting or not, but they will certainly record it and make it available as they have done in years past.
I chose this session title because I find that in my work with founders and C-level startup executives that people are, well, just not entirely comfortable with marketing. I spend an increasing amount of time explaining the basics of marketing to founders and startup execs, because most of them don’t come from marketing backgrounds and too many marketing leaders either deliberately hide behind marketing complexity or are just plain not good at explaining marketing.
Either way the result is the same, and e-teams often hearken back to the old WC Fields quote when thinking about their marketing:
“If you can’t dazzle them with brilliance, baffle them with bull.”
In this fast-paced session, I’ll:
Explain how product founders are often surprised to find themselves running distribution business.
Tell you the scariest thing a CEO can and does hear in every quarterly business review (QBR)
Discuss the reasons why marketing is confusing and misunderstood
Present the 5 things every CEO and startup exec should know about marketing
Provide concrete actions I think companies should consider taking
Include “pro tips” on managing funnels and thinking about models
Share my “magic secret” of marketing messaging
Discuss CMO hiring and pillar profiles
Provide 3 pages of links to resources and 5 recommended marketing books in the appendix
I look forward to seeing you there! Here’s the session link.
For a taste of my presentation style and/or to dive into my previous content, here are links to my prior SaaStr presentations:
Thanks to everyone who attended my SaaStr 2020 presentation and thanks to those who provided me with great feedback and questions on the content of the session. The slides from the presentation are available here. The purpose of this post is to share the video of the session, courtesy of the folks at SaaStr. Enjoy!
Reunited with old friend Tracy Eiler on the speaker page
The SaaStr Annual conference was delayed this year, but Jason & crew know that the show must go on. So this year’s event has been rechristened SaaStr Annual @ Home and is being held in virtual, online format on September 2nd and 3rd. The team at SaaStr have assembled a strong, diverse line-up of speakers to provide what should be another simply amazing program.
I’m Dave Kellogg, advisor, director, consultant, angel investor, and blogger focused on enterprise software startups. I am an executive-in-residence (EIR) at Balderton Capital and principal of my own eponymous consulting business.
I bring an uncommon perspective to startup challenges having 10 years’ experience at each of the CEO, CMO, and independent director levels across 10+ companies ranging in size from zero to over $1B in revenues.
From 2012 to 2018, I was CEO of cloud EPM vendor Host Analytics, where we quintupled ARR while halving customer acquisition costs in a competitive market, ultimately selling the company in a private equity transaction.
Previously, I was SVP/GM of the $500M Service Cloud business at Salesforce; CEO of NoSQL database provider MarkLogic, which we grew from zero to $80M over 6 years; and CMO at Business Objects for nearly a decade as we grew from $30M to over $1B in revenues. I started my career in technical and product marketing positions at Ingres and Versant.
I love disruption, startups, and Silicon Valley and have had the pleasure of working in varied capacities with companies including Bluecore, Cyral, FloQast, GainSight, MongoDB, Pigment, Recorded Future, and Tableau.