Most SaaS founders pay attention to churn, but beneath the surface of a good or bad churn number, many important details are missed.  

In this episode of In Demand, Asia and Kim break down the real story behind churn. What the numbers do and don't tell you and how to dig deeper to uncover the patterns driving customer retention (or loss). 

From understanding net revenue retention to running effective churn interviews, this is the ultimate primer on diagnosing and solving churn for your SaaS.

Got a question you’d like Asia to unpack on the podcast? Record a voicemail here.

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In this episode of In Demand, Asia and Kim take a deep dive into one of the most overlooked revenue levers in SaaS: activation. 

They walk through their activation playbook, breaking down how to define activation for your product and sharing tactical strategies for improving onboarding experiences. 

Whether you're PLG or sales-assisted, this episode offers clear steps to uncover where users get stuck and how to fix it.

Got a question you’d like Asia to unpack on the podcast? Record a voicemail here.

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One of the biggest pain points for first-time founders is a lack of structure within their business. One of the most popular frameworks for quickly creating structure is the Entrepreneurial Operating System (EOS), but does it really live up to the hype?

In this episode of In Demand, Asia and Kim do a deep dive into EOS. They break down its key components, where it works (and where it doesn’t), and why most founders should treat it more like a toolbox than a strict rulebook.

Got a question you’d like Asia to unpack on the podcast? Record a voicemail here.

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Most SaaS companies know customer research matters, but too often, it becomes a one-off project or gets pushed down the list. 

In this episode of In Demand, Asia and Kim break down how to make customer research a core part of your growth process. They share how their own approach to research sprints has evolved, what mistakes they made early on, and what they do now to consistently uncover insights that drive real decisions.

You’ll also learn how to structure a fast, effective sprint, when to run different types of interviews (from churn to win-loss), and how to turn interviews into strategy and not just documentation.

Got a question you’d like Asia to unpack on the podcast? Record a voicemail here.

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Asia just hit her 90th day as fractional CMO with a new company, and in this episode of the In Demand Podcast, she shares everything she's taking away from those first three months.

This episode is a behind-the-scenes look at how a marketing leader gets up to speed, creates clarity, and shapes outcomes. Asia and Kim cover everything from digging through legacy docs to building team structure and launching new systems. 

Got a question you’d like Asia to unpack on the podcast? Record a voicemail here.

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Welcome back to In Demand! 

In this episode, Asia and Kim take on three topics founders don’t talk about enough: how to listen for insight during customer research, what it really looks like to run a fast-moving (but focused) marketing team, and the difference between great managers and great leaders.

Whether you're hiring your first team, navigating leadership, or trying to pull messaging clarity from customer interviews, this one will hit home.

Got a question you’d like Asia to unpack on the podcast? Record a voicemail here.

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What happens when the market wants one thing, but you want to build something else?

In this episode of the In Demand Podcast, Asia and Kim unpack the emotional tension founders face when their product attracts a different kind of customer than they originally set out to serve. 

From internal conflict to organizational confusion, they explore how this misalignment can quietly stall growth and what it takes to move forward with clarity.

Got a question you'd like Asia to unpack on the podcast? Record a voicemail here.

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DemandMaven

Dr. Sherry Walling

The Entrepreneur’s Guide to Keeping Your Shit Together by Sherry and Rob Walling

When does it make sense to bring on a Fractional CMO, and what should you expect from one?

In this episode, Asia and Kim dig into the ins and outs of Fractional CMOs: what they do, when to hire one, how they’re different from heads of marketing or full-time CMOs, and the biggest risks and rewards founders should know.

Asia also reflects on her current work as a Fractional CMO and shares how she approaches structure, team-building, and strategy without getting stuck in the weeds.

Got a question you'd like Asia to unpack on the podcast? Record a voicemail here.

Growth isn’t just marketing. And if you’re stuck and growth isn’t happening, you’ll need to look beyond marketing and acquisition. 

In this episode of the In Demand Podcast, Asia and Kim break down what it means to troubleshoot growth. They explain how growth work goes beyond campaigns and into retention, expansion, pricing, onboarding, and more.

Plus, they dive into how product marketing overlaps and differs from growth and why founders often under-invest in the real levers that move growth.

Got a question you'd like Asia to unpack on the podcast? Record a voicemail here. 

Most SaaS companies hit growth plateaus, and too many founders assume the problem is either unsolvable or too complex to fix. In reality, that's rarely true.

In this episode of In Demand, Asia and Kim unpack how to shift your mindset from "This can't be solved" to "Who's already solved this, and how can I learn from them?"

They also introduce CUES, a prioritization framework that helps you focus on the right growth ideas instead of spinning your wheels.

Got a question you'd like Asia to unpack on the podcast? Record a voicemail here.