Chris Walker discusses the average CAC payback period at private SaaS companies, which is between 48 and 60 months. He explains that public SaaS companies have seen their sales and marketing expenditure almost double over the past two and a half years. Private SaaS companies, on the other hand, have seen their CAC payback period increase due to slowing growth rates. Walker emphasizes the need for smart cost-cutting and efficient marketing investments. He also highlights the disconnect between finance and go-to-market teams and the importance of signal-based analytics in measuring ROI. The conversation covers various topics related to B2B marketing and demand generation. The main themes include the importance of creating a live show/podcast for target customers, the significance of understanding the customer and having a targeted account list, the need for a shift in B2B advertising strategy, the value of product-oriented webinars and analyst relations, the importance of self-reported attribution in tracking the impact of dark social content, the growth journey of Refine Labs, the hiring strategy and talent evaluation process, the future of signal analytics and AI in marketing, and the direction of Passetto as a consultancy focused on improving enterprise value and growth rate for companies.TAKEAWAYS:- The average CAC payback period at private SaaS companies is between 48 and 60 months.- Public SaaS companies have seen their sales and marketing expenditure almost double over the past two and a half years.- Private SaaS companies have experienced an increase in their CAC payback period due to slowing growth rates.- Smart cost-cutting and efficient marketing investments are crucial for improving CAC payback period.- There is a disconnect between finance and go-to-market teams, and signal-based analytics can help measure ROI. Create a live show/podcast for your target customers to offer free consulting and build trust.- Understand your customer and have a targeted account list for a more focused marketing strategy.- Shift B2B advertising strategy to focus on getting customers to understand and want to buy your product.- Product-oriented webinars and analyst relations can be effective strategies for demand creation.- Use self-reported attribution to track the impact of dark social content.The growth journey of a company can be accelerated through a live show/podcast and rapid customer feedback.- Hiring strategy and talent evaluation are crucial for the success of a company.- Signal analytics and AI have the potential to optimize outbound cadences and improve effectiveness.- The bow tie framework from Winning by Design can provide a unified view of pipeline architecture.- Passetto aims to improve enterprise value and growth rate for companies through a practical and data-driven approach.

TIMESTAMPS:00:00 CAC Payback Period in Public & Private SaaS Companies04:21 Sales & Digital Marketing Budget Allocation10:15 How B2B Buying Works Today14:30 The State of Signal-Based Analytics21:57 Building Analytics from Top-Level Business Metrics26:15 How to Properly Do & Measure Demand Creation40:10 Key Levers that Grew Refine Labs to +$10M ARR44:38 Current Signal-Based SaaS & Services Landscape50:48 Passetto as a Consulting Firm, Not a SaaS Company51:55 AI Optimizing Outbound Cadences54:33 The Bowtie Framework and the Future of GTM Tech

FounderVideo Podcast Ep. 12: Chris Walker, Executive Chairman of Refine Labs (https://www.refinelabs.com/) and Founder & CEO of Passetto (https://passetto.com) "GTM Efficiency, Signal-Based Analytics & Demand Creation"Brought to you by: https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.