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.
The podcast in question is an interview performed by Harry Stebbings of The Twenty Minute VC where we sat down to talk about the importance of the lifetime value to customer acquisition cost ratio (LTV/CAC) and why, if you could only know one SaaS metric about a company, that LTV/CAC would be it.
Of course with Harry it’s easy to end up in a wide-ranging conversation, as we did, and we thus discussed many other fun topics including:
How I got into enterprise software and SaaS.
The biggest challenge as a leader in a high-growth company (hanging on).
Why, for a public SaaS company, I’d probably take billings growth as the single metric, because LTV/CAC isn’t available.
LTV/CAC and the idea that it’s a powerful (if compound) metric that weights what you pay for something vs. what’s it worth.
When I looked at the posts they picked, I thought they did a good job of identifying the best material, so I thought I’d share their list here. They also called me “a GOAT software blogger” and after playing around with acronyms for about half an hour — maybe Groove, OpenView, AngelVC, Tunguz? — my younger son swung by and said, “they called you a GOAT? Cool. It means greatest of all time.” Cool, indeed. Thanks.
Here’s the APPEALIE Kellblog’s Greatest Hits 2016-2019 list:
Below is the video of the thirty-minute presentation. The slides are available on Slideshare.
As mentioned in the presentation, I love to know what’s resonating out there, so if you ever have a moment where you think –“Hey, I just used something from Dave’s presentation!” — please let me know via Twitter or email.
The folks at SaaStr recorded the session, so at some point a video of it will be available (but that probably won’t be for a while). When it is up, I will also post it to Kellblog.
In some sense definitionally, there were two types of people in the audience:
CEOs, who hopefully received some fresh perspective on these age-old, never-quite-put-to-bed questions.
Those who work for them, who hopefully received some insights into the mind of the CEO that will help make you more valuable team members and help you advance your career.
As mentioned, please send me feedback if you have examples where something in the presentation resonated with you, you applied it in some way, and it made a positive impact on your working life. I’d love to hear it.
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.