I started December off with an article discussing customer churn, the reasons for it, and how to reverse it. Customer churn needs to be solved with systemic, strategic changes and requires urgency, practicality and a tactical approach. If you’re looking to reduce or reverse customer churn, this article is a great place to start.
When working to improve customer retention, in addition to evaluating the overall value a product is delivering, I think it’s also important to take churn reasons at face value. I worry that industry advice is to dig into “customers getting value
”,because it skips over the very obvious. Look at the reasons customers say they are churning and do something about it.”
Justin’s first article of December tackles the lesser-known aspects of proper SaaS marketing segmentation. Everyone knows SaaS marketing segmentation is good – but can SaaS marketing segmentation be bad? When? And how? Justin answers all of those questions and more.
SaaS marketing should not be about activity or busy work. Effective SaaS marketing — the kind that lowers CAC and creates capital-efficient growth — is fundamentally authentic. If you can’t bring that level of authenticity to segmentation, at least bring it to your generic messaging. Relevance is the holy grail of content marketing, but it doesn’t come easy.”
This is an article I wish I had when I started out as a new sales leader. Hiring can be a tricky process for those who don’t have much experience, and the challenge of selecting the right people can be overwhelming. I base my hiring decisions on the quality of the questions candidates ask me, and in this post, I share the four things I look for most when interviewing new candidates.
Good questioning is a pass/fail for me. If a candidate has soared through the entire recruiting process with flying colors, but hasn’t asked any great questions during the process, it’s a fail. Sometimes a heartbreaking one for me when I really like someone and think they could be a strong fit….but, this has to be cut and dry.”
This is such an important topic, yet it rarely gets discussed in the SaaS world. In this post, Justin calls for SaaS company leaders to think about what they’re teaching their teams by asking them to spend time on things unrelated to what they really want them doing. Opportunity cost is real, and when we make unimportant things important, we make important things less important. Wasting time is expensive and it slows growth, damages morale and compromises your company’s success.
Time is fixed and that opportunity cost is very, very real. Everything we ask our people to do with their time is a tradeoff for something else. I don’t want my best people wasting any of their time. In fact, I want them to understand that I’m obsessed with helping them waste as little of their time as possible.”
Emily Alford published a great piece on common SaaS mistakes that you may or may not know you’re making – and shares some great advice on how to fix them.
Most SaaS founders like to think a good enough product sells itself, but an increasingly crowded landscape means it’s easy for even great products to get lost in the shuffle. Building a strong sales team that truly understands a customer’s industry-specific needs is one of the best ways to make sure a SaaS product gets the attention it deserves.”
Hiring sales management is one of the most delicate, fraught-with-risk things we do as entrepreneurs. In my last article of the year, I attempted to alleviate some of the pressure that comes along with that process by offering a quick list of the five things every “new” sales manager should be focused on.
More than anything you want a startup sales manager to deeply understand your customer, your product, and your value proposition. They may help you define these, depending on your stage, if they aren’t already defined.”
And that’s a wrap for last month! Stay tuned next month for lots more SaaS management and execution best practices from us over on the SaaSX.com blog.