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SaaS Backwards Episode 99 - The data-driven, revenue-focused marketing leader – with Brandee Sanders, CMO of

Coming from sales positions where she’s carried quotas, Brandee Sanders knows what having skin in the game for marketers looks like.


And it’s not tracking MQLs or developing a strong tech stack.

It does look like examining the data to find repeatable opportunities for sales pipeline.

In other words, do we truly know how and why closed/won opportunities entered our orbit and what motivated them to take action to purchase?

According to Sanders, the disconnect is that “Most marketers just roll over in the morning and say, ‘Hey, I have a great idea for a campaign.’ They won't look back and say, retrospectively, ‘Is this at a target audience that we know is an ICP? Is this going to be the type of content that even performs for us? Are we going to do a video when, like, 99.9% of closed/won came through a webinar or a podcast?’”

As the new CMO of, Sanders immediately got entrenched in the data to find opportunities for repeatable processes that would fuel her roadmap to success.

Key Takeaways from this episode:

  • How to build a roadmap to ensure your success as a new CMO/marketing leader
  • Where AI is today in analyzing sales conversations and delivering real-time insights
  • How the role of the CMO is evolving to become more data-driven and revenue-focused

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

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