Why Every B2B SaaS CEO Should Be Doing Due Diligence

Investors often need help understanding marketing metrics and their context, creating confusion and tension between CEOs, marketing leaders, and themselves. You’re thinking about money in, money out, growth, valuation, and returns, but the marketing data presented doesn’t align with that framework.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

Nothing is more rewarding than seeing a company take your advice, make a few changes, and watch everything start to click into place.Because let’s face it: even companies with great products can hit a wall if their sales and marketing teams are out of sync. It happens more often than you’d think, and the reasons behind it aren’t always obvious.That’s precisely what happened with a company I worked with recently; let’s call them “Company A.” They reached out for help because their revenue numbers were stuck despite generating what seemed like a mountain of leads. They were putting in the effort. The original problem statement was “we have too many leads” (sounds too good to be true!!), as the results weren’t coming.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

If you're an investor or CEO of a scaleup, you probably hear at every board meeting or in general that you have a pipeline problem—it's a top-of-funnel issue. We don't get enough leads, or our pipeline is flat. If we had more leads, we'd close more business—a linear relationship, right? As the CEO, you could communicate that to investors, or the CEO might get that narrative from the CMO / CRO. 

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor