Ready to crack the code on SaaS finances? In this episode, we’re breaking down the numbers behind successful SaaS businesses—without the boring jargon. We’re joined by Ben Murray, better known as The SaaS CFO, who brings over two decades of real-world finance and operations experience. He’s been in the CFO seat at multiple SaaS companies, and now he’s on a mission to help founders and finance leaders make smarter, data-driven decisions.

Ben walks us through his popular Five Pillar SaaS Metrics Framework—a game-changing approach that simplifies the financial side of SaaS with templates, tools, and expert guidance. Whether you're building your first product or scaling fast, this episode will help you understand your margins, track the right metrics, and use your financial reports as a roadmap for growth.

Tune in—it’s time to make your numbers work for you.

Key Timecodes

• (0:00) - Introduction: Importance of bookings data and financial management

• (0:41) - Episode Overview: Deep dive into SaaS finance metrics with Ben Murray

• (1:37) - Guest Introduction: Welcoming Ben Murray, the SaaS CFO

• (1:46) - Key Question: Importance of financial reporting for SaaS founders

• (2:16) - Common Mistakes: Mismanagement of business with cash flow

• (3:26) - Misconceptions: Finance as a priority in early stages

• (4:01) - Five Pillar SaaS Metrics Framework: Introduction and overview

• (5:16) - Financial Reporting: Growth and bookings data importance

• (7:31) - Getting Started: Foundational needs for early-stage SaaS companies

• (8:28) - Implementation Steps: Key data sources and tech stack

• (10:01) - Data Sources: Financial, customer, HR, and bookings data

• (12:32) - Challenges in Metrics: Understanding economic operations

• (15:10) - Financial Strategy: Importance of forecasting and metrics

• (18:08) - Best Practices: Building a scalable finance function

• (20:22) - Popular Beliefs: Complications and simplicity in financial metrics

• (21:45) - Gross Margins: Costs in AI tools versus traditional SaaS tools

• (23:12) - Opinion on Debt: Financing options for SaaS companies

• (24:54) - Community and Resources: Ben Murray’s offerings and insights

• (27:27) - Benchmarking: Accurate methods for comparing SaaS metrics

• (29:05) - Future Risks and Opportunities: Preparing for 2025 and beyond

• (30:54) - Key Advice: Essential tips for SaaS founders

• (31:12) - Advice for Early-stage SaaS: Financial foundations and forecasting

• (32:01) - Scaling to 10 Million ARR: Five Pillar Metrics Framework implementation

• (34:44) - Summary: Key takeaways from the episode

• (35:13) - Closing Thoughts: Final remarks and contact information

Ever wondered who your perfect customer really is? In this episode on the Grow Your B2B SaaS Podcast, we explore the power of the Ideal Customer Profile (ICP) a must-know for B2B SaaS founders looking to grow smart. Our guest, Craig Brown, founder of Troubadour (a product marketing agency for SaaS startups), breaks it all down. With experience at HSBC, Beemri, and mentoring startups across the U.S., Craig brings a mix of deep business insight and stand-up comedian charm to the conversationKey Timecodes

• (0:00) – Introduction and Common Startup Challenges

• (0:49) – Guest Introduction: Craig Brown

• (1:45) – Importance of Defining an Ideal Customer Profile (ICP)

• (3:01) – Misconceptions About Identifying ICP

• (4:57) – Common Mistakes in Defining ICP

• (7:53) – Going Enterprise Too Early

• (8:47) – Evolving ICP and Product Development

• (9:19) – Step-by-Step Process to Nail ICP

• (13:56) – How Narrow Should Your ICP Be?

• (16:58) – Avoiding the Wrong Clients Through Messaging

• (19:21) – Where Companies Get Stuck Defining ICP

• (22:03) – Product-Market Fit: Not Just Revenue Milestones

• (24:23) – Adjusting SaaS Messaging as the Company Grows

• (27:16) – Product-Focused vs. Value-Focused Headlines

• (29:01) – Best Advice on Defining ICP

• (30:37) – Advice for SaaS Founders Starting Out

• (31:50) – Growing to 10 Million ARR: Challenges and Advice

• (34:24) – How to Find and Contact Craig Brown

In this episode of the Grow Your B2B SaaS podcast, Elliott Rayner joins Joran to unpack a game-changing tool for B2B SaaS brands: strategic storytelling. As a CMO @ Owow, Elliott has deep roots in the sports and tech arenas, Elliott brings a fresh, insider perspective on how to craft narratives that cut through the noise. In a world brimming with sameness, he shows us how the right story can become your unfair advantage.

Key Timecodes

• (0:00) - Elliott on storytelling and strategic narrative

• (0:46) - Introduction of Elliott Rayner by Joran

• (1:28) - Importance of strategic narrative for B2B SaaS

• (2:38) - Elliott on differentiated value, ICP, and credibility

• (4:33) - The importance of the three pillars in storytelling

• (5:38) - Misconceptions about strategic storytelling

• (7:42) - Selling to humans in B2B

• (8:05) - User experience as storytelling

• (9:05) - Common storytelling mistakes in SaaS companies

• (10:20) - Implementing a strategic narrative: step-by-step

• (13:04) - Difference between strategic narrative and positioning

• (14:09) - Elements of a good story

• (15:34) - Common storytelling mistakes in SaaS

• (17:25) - The role of conflict in storytelling

• (18:08) - Example of storytelling in SaaS

• (19:09) - Challenges in implementing storytelling

• (21:04) - The importance of psychology in marketing

• (22:39) - SaaS companies doing storytelling right

• (24:51) - Understanding progress in storytelling

• (27:30) - Aligning sales and marketing

• (30:02) - AI as a risk and opportunity in storytelling

• (31:59) - Dynamic vs. static personas and messaging

• (32:10) - Elliott’s advice on strategic narrative

• (32:39) - Advice for SaaS founders at different stages

• (35:39) - Summary of key insights from the episode

• (36:40) - Closing remarks and contact information

In this episode, Joran explores how SaaS founders can create a smart growth strategy to boost revenue and aim for a profitable exit. Joining him is Jonny Staker, a seasoned entrepreneur with over 23 years of experience in growing businesses. Jonny shares a unique approach that helps SaaS companies grow just enough to exit profitably without chasing endless scale.

Key Timecodes

(0:00) - Introduction to the episode: understanding your audience

(0:30) - Overview of SaaS growth strategy 

(0:43) - Guest intro: Jonny Staker's experience and Vanquish Consultancy Group

(1:21) - Importance of a profitable exit

(1:44) - Misconceptions about growth in SaaS companies

(2:28) - Mistakes in outsourcing and automation

(4:05) - Best practices for implementing a growth strategy

(4:53) - 12 Pillars of high leverage outbound

(6:21) - Approach to content and inbound leads

(8:09) - Importance of ICP mastery and positioning

(9:09) - Building effective and targeted lists

(11:03) - LinkedIn example for better conversion

(13:24) - Acceptance rates and tweaking processes

(15:13) - Balancing time as a founder in sales

(17:06) - Challenges in maintaining a sales conversion rate

(18:00) - Strategic selling vs product presentation

(19:55) - Importance of strategic selling for founders

(22:15) - Best practices to grow SaaS revenue

(23:55) - Overcoming challenges and obstacles in growth

(26:32) - Importance of manual processes before automation

(29:52) - Future of growth in sales with human engagement

(30:36) - Best advice for SaaS founders on growth

(31:17) - Advice for SaaS founders aiming for 10K MRR

(32:39) - Moving to 10 million ARR and replicating founder efforts

(34:35) - Summary of the episode's key points

(36:31) - How to get in contact with Jonny Staker

Building a high-performance team is essential for any business, especially in the B2B SaaS industry. In the latest episode of the "Grow Your B2B SaaS" podcast, Mina Golesorkhi shares her expertise on this topic. Mina has extensive experience, starting as an in-house talent partner and later becoming the head of people and culture. She has worked with over 160 startups across different sectors, helping them hire the right talent. She also co-founded a consulting agency and created Hi Remi.ai, a recruitment solution. In this episode, she explains how to hire the right people to create a high-performance culture.

Key Timecodes

• (0:00) - Building a High-Performance Team with Mina Golesorkhi

• (0:46) - Introduction to Mina Golesorkhi

• (1:21) - Defining a High-Performance Team

• (2:18) - The Importance of Hiring in Building a High-Performance Team

• (3:53) - Key Factors to Consider When Hiring

• (4:15) - Misconceptions SaaS Founders Have About Hiring

• (5:25) - Hiring for Company Stage Fit

• (6:59) - Avoiding Bias in Hiring

• (7:10) - Techniques to Remove Bias in the Hiring Process

• (8:07) - Starting with Clear Goals for Hiring

• (8:52) - Common Hiring Mistakes SaaS Companies Make

• (10:12) - Challenges in Management Hiring

• (11:44) - Utilizing Interim Management and Consulting

• (12:06) - Video Game Analogy for Hiring Stages

• (13:04) - Implementing a Comprehensive Hiring Process

• (14:14) - Importance of Scorecards in Hiring

• (15:23) - Empowering Hiring Managers

• (16:35) - Closing the Candidate

• (17:44) - Freeing Up Founders' Time Through Hiring

• (18:55) - Identifying the Genius Zone

• (19:49) - Letting Go When Hiring

• (20:34) - Safety in Delegation

• (20:48) - Corporate Beliefs in Hiring

• (22:10) - Challenges and Obstacles in Hiring

• (22:26) - The Time-Consuming Nature of Hiring

• (23:38) - Outbound Recruitment and Headhunting

• (24:12) - Future of Hiring with AI

• (24:57) - Leveraging AI for Efficiency

• (26:08) - Bringing Human Touch to AI-Driven Processes

• (26:40) - Future Risks and Opportunities in Hiring

• (28:02) - Involving Recruitment as a Business Partner

• (30:19) - Best Advice on Hiring

• (31:36) - Advice for Growing a B2B SaaS

• (32:25) - Importance of Management in Scaling

• (34:09) - Summary and Closing Remarks

In this episode, we talk about how top B2B SaaS companies are winning with SEO in 2025. Our guest, Tom Shapiro, is the founder and CEO of Strata Beat. He shares his knowledge and experience, including how he helped grow iProspect from $12 million to $75 million in yearly revenue. As an expert in neuroscience, psychology, and behavioral intelligence, Tom offers a fresh way to think about SEO and audience engagement.

Key Timecodes

• (0:48) - Guest Introduction: Tom Shapiro and his background

• (1:32) - Discussion on SEO performance report by Strata Beat

• (2:17) - Explanation of AI Overview by Google

• (3:01) - Importance of ranking in AI Overviews

• (4:27) - Misconceptions about AI overviews and SEO

• (5:52) - Strategies for optimizing for AI Overviews

• (7:04) - Reverse engineering approach for AI Overviews

• (8:08) - Audience segmentation and its impact on SEO

• (9:53) - Explanation of audience segmentation

• (12:27) - Content strategies for effective audience segmentation

• (14:01) - Adding free tools to websites and their SEO impact

• (15:31) - Evaluating the effectiveness of free tools

• (17:02) - Benefits of free tools for lead generation

• (18:34) - Creating simple vs. sophisticated free tools

• (19:47) - Original research and its benefits

• (21:09) - Uses of original research beyond SEO

• (22:10) - Effort involved in producing original research

• (24:30) - Blogging frequency and maximizing organic traffic

• (25:59) - Impact of custom graphics in blogs

• (27:42) - Importance of internal links for SEO

• (28:53) - Best practices for internal linking

• (30:13) - Summary of top SaaS companies' SEO strategies

• (31:30) - Content hubs and different content types

• (33:10) - Contrarian views on SEO and AI Overviews

• (34:36) - Importance of targeting relevant keywords

• (36:13) - Strategies for SaaS founders in 2025

• (37:27) - Importance of ICP research

• (39:00) - Advice for SaaS founders aiming for 10K MRR

• (40:41) - Advice for SaaS founders aiming for 10 million ARR

• (43:21) - Testing and optimizing CTAs

• (44:56) - Conclusion and contact information for Tom Shapiro

• (46:22) - Summary of the episode and closing remarks

Are you wondering how to triple your B2B SaaS revenue with UX? and how to optimize conversion, retention, and expansion? In this exciting episode of the "Grow Your B2B SaaS" podcast, hosted by Joran! tackles how to skyrocket your B2B SaaS revenue with one game-changing factor: User Experience (UX). The subject matter expert is a second-time show guest Peter Loving, founder of UserActive, a top-tier SaaS design agency that helps businesses grow through better UI and UX. In this episode, Peter provides the hacks on how to optimize UX to boost conversion, retention, and revenue like never before!Key Timecodes

• (0:00) - Introduction and overview of the episode
• (0:49) - Today's topic: How to triple your B2B SaaS revenue with better UX
• (1:35) - Guest introduction: Peter Loving from UserActive
• (2:54) - Discussing the role of UX in increasing revenue
• (3:51) - The importance of website conversion rates
• (5:14) - Strategies for a clear call to action
• (7:06) - Product-led vs. sales-led approaches
• (8:05) - The value of user qualification and questionnaires
• (10:08) - Creating an effective onboarding flow
• (12:45) - Addressing user concerns during onboarding
• (14:15) - Handling empty state dashboards
• (17:11) - Framing the ultimate user result
• (18:56) - Designing a journey for developers
• (19:39) - Increasing conversion from free to paid users
• (23:00) - Impact of UX/UI on user retention
• (25:39) - Prioritizing features and enhancing user retention
• (28:03) - Effective navigation and feature set presentation
• (30:11) - Strategies for increasing user payments
• (32:49) - Contextual upgrades and expansion opportunities
• (34:52) - Timing user referrals and testimonials
• (37:27) - Best advice on UX in one sentence
• (38:04) - Advice for SaaS founders from 0-10K MRR
• (39:08) - Advice for SaaS founders aiming for 10 million ARR
• (41:39) - Summary of the episode
• (42:34) - Contact information for Peter Loving

In this latest episode of the "Grow Your B2B SaaS Podcast," host Joran sits down with Pablo Asensio, founder of 8% Growth, to discuss how to master product-led growth (PLG) for SaaS companies. Pablo explains that PLG is a strategy that shifts away from traditional methods of relying on sales and marketing to acquire and retain customers. Instead, it positions the product itself as the main driver of growth. This approach allows users to see the product’s value before committing financially, making it easier to grow revenue naturally. Key aspects of PLG include self-serve onboarding, viral loops, and in-product upsells. Successful companies like Slack, Dropbox, Calendly, and Miro have effectively used PLG to expand their user base.Key Timecodes

• (1:19) - Guest Introduction

• (1:32) - Defining PLG

• (2:50) - Key Elements of PLG

• (3:23) - When to Consider PLG

• (5:29) - Misconceptions About PLG

• (6:12) - Importance of Organizational Alignment

• (7:13) - Aligning Stakeholders

• (8:15) - Four-Step Framework for Alignment

• (10:37) - Viral Loops and PLG

• (12:52) - Moments to Ask for Referrals

• (14:53) - Common Mistakes in PLG

• (16:12) - Managing Expectations

• (17:29) - Misconceptions About Implementing PLG

• (19:06) - Tools and Frameworks for PLG

• (21:12) - Monetization Strategy

• (23:31) - Aligning Sales with PLG

• (25:25) - Best Practices for PLG Implementation

• (28:12) - Importance of Data

• (30:27) - When to Add a Sales Component

• (33:19) - Summarizing PLG Advice

• (33:54) - Advice for Growing SaaS to 10K MRR

• (35:29) - Advice for Scaling to 10 Million ARR

• (38:52) - Episode Summary

• (39:02) - Contact Information

Are you wondering how to build a high-impact demand gen strategy for B2B SaaS? In this episode of the Grow Your B2B SaaS Podcast, host Joran talks with Clark Barron, CEO of Ronin, a cybersecurity marketing agency, and co-host of the Late Stage Demand podcast. They discuss demand generation, brand building, and how marketing strategies compare to cybersecurity tactics. Clark shares his views on the changing role of demand generation in B2B SaaS, common mistakes in growth strategies, and why knowing your audience is key.

Key Timecodes

• (0:43) - Guest intro: Clark Barron, CEO of Ronin and co-host of Late Stage Demand podcast

• (1:31) - Cybersecurity marketing parallels with cyber attacks

• (3:13) - Challenges in cybersecurity marketing with email tactics

• (4:05) - Effective marketing experiments in cybersecurity

• (4:27) - Explaining demand generation and its misconceptions

• (5:52) - Misnomer of marketing generating demand

• (7:25) - Different definitions of demand generation

• (9:04) - Challenges in quantifying effectiveness in B2B marketing

• (13:09) - Importance of qualitative research in understanding audience

• (15:11) - Implementing demand generation successfully

• (18:41) - Experimenting with channels and content

• (21:23) - Brand vs. demand debate in marketing

• (25:02) - VC-backed vs. bootstrapped companies in marketing approaches

• (30:21) - Hockey Stack Tesla giveaway case study

• (34:38) - Advice for SaaS founders at 10K MRR and scaling to 10M ARR

In this episode, we explore How to Create Predictable Revenue for your SaaS with Aaron Ross, a top sales expert and author of books like Predictable Revenue and From Impossible to Inevitable. He breaks down why having a steady flow of sales is a game-changer for B2B SaaS founders and how today’s fast-changing world impacts it. Even when things feel uncertain, the core rules of growing revenue never change.

Aaron shares powerful insights to help founders tackle challenges and grab new opportunities. He reveals how experimenting, building strong relationships, and staying flexible can set businesses up for long-term success. If you want to unlock the secrets of predictable revenue, you won’t want to miss this episode!

Key Timecode

• (0:00) - Introduction: Aaron discusses the limitations of following a template for success in business.

• (0:37) - Guest Intro: Joran introduces Aaron Ross and his achievements.

• (1:25) - Importance of Predictable Revenue: Aaron explains its significance for B2B SaaS founders.

• (2:04) - Challenges in Predictable Revenue: Aaron talks about the changing dynamics of playbooks in the SaaS industry.

• (4:08) - Misconceptions in SaaS: Aaron addresses common misconceptions about predictable revenue.

• (5:38) - Evolution of Sales: Discussion on the specialization in sales roles and its impact.

• (8:50) - Principles of Predictable Revenue: Aaron outlines key principles like specialization and understanding different leads.

• (14:36) - Importance of Relationships: Aaron emphasizes the role of relationships in business success.

• (25:03) - Common Obstacles: Challenges companies face in achieving predictable revenue.

• (27:58) - Future of B2B SaaS: Aaron shares his thoughts on the future of the industry and the impact of AI.