SaaStock Local Amsterdam - 2020 Q1 Edition

12 Feb 2020 - Q1 Edition
SaaStock Local Amsterdam
Scale-Up Netherlands 2020: The secrets
behind high-growth B2B SaaS companies

www.happeo.com
FIRESIDE CHAT
Tech ecosystem 2020 in Netherlands
Constantijn van Oranje-Nassau
Ambassador
TechLeap
Perttu Ojansuu
CEO
Happeo

1. What are the opportunities and challenges
of the Tech Ecosystem in the Netherlands?

Source: Techleap.nl
TECHLEAP
Action Plan 2020
● 15% increase in the number of successful
international Scale-ups by 2023
● 25% decrease in the percentage of
difﬁcult-to-ﬁll vacancies for software developers
● 10x increase in the available venture capital
in the Netherlands

2. Why are these targets important?

3. What actions should be taken
to reach these targets?

4. What is the “Access Program” and
how can someone apply?

5. What other initiatives would you like
to cover from the 2020 plan?

6. How do you see the B2B SaaS Ecosystem
in the Netherlands?

7. How do you see the opportunities and challenges
for Tech Ecosystem after Brexit?

www.happeo.com
Featured Keynote

www.happeo.com
www.happeo.com
Set up your SaaS Revenue Growth Engine in 2020:
Six lessons learned

ABOUT ME
SaaS Revenue Growth: Six lessons learned
● CMO since May ‘18
● Revenue increase 3x
● CMO, joined as employee #4
● 80% of revenue sourced via inbound
@happeohq www.happeo.com @lidialuttin

HAPPEO
Changing the way your
company communicates
● Bringing together intranet, social
network and collaboration tools into an
employee-driven communications
platform
● Helping enterprise and fast growing
companies to create an employee
community that fosters a
high-performing digital culture

6 LESSONS LEARNED
What you’ll learn today
● How to make your marketing revenue-driven
● Why alignment for sales and marketing is not enough
● How to budget to set yourself up for success
● Why optimizing your conversion rates is your best bet for scaling revenue
● Pro and cons for hosting outbound SDRs within marketing
● Get helpful templates and articles to take home and get started
● All the reading materials are here: www.happeo.com/learnings

www.happeo.com
LESSON LEARNED 1
ARR closed-won is marketing’s
North Star

LESSON #1
Make your marketing measurable
Contact New Active
Prequal
(15’ set)
Discovery
set
Discovery
held
Subscriber Lead MQL
Sales
Accepted
SQL
Inbound ﬂow
Lifecycle stage
Lead status
SDR SALES

LESSON #1
Link marketing activities
to revenue
● How much budget do we need to grow 200%?
● How many leads do I need to hit my target?
● How many AE’s and SDRs do we need to hit our
target?

www.happeo.com
LESSON LEARNED 2
Marry your Sales and Marketing

LESSON #2
Marketing & Sales share
targets
● Marketing sources a % of revenue
O: Become market leader in 2020
KR: 15% MQL to Opp conversion rate
KR: Source 500 Opps
KR: Increase the win rate by 25%
KR: Average Selling Price of €60k ARR

www.happeo.com
LESSON LEARNED 3
Do the math

Visitor
Lead
MQL
Opp
Client
80%
10%
25%
LESSON #3
Doing the math: Inverted
demand gen funnel
● New ARR Sales target (e.g. € 5m)
● Average selling price (e.g. € 40k)
● Cost per Opp (e.g. € 4k)
● Win rate Opp-Client (e.g. 25%)

LESSON #3
How to calculate your SaaS
marketing targets
● Take your ARR target
● Divide it by your Average Selling Price (ASP)
● Divide it by your win rate
Target New ARR € 5.000.000
Inbound 100%
ASP € 40.000
New customers 125
Win Rate 25%
Opps 500

www.happeo.com
LESSON LEARNED 4
Plan well, but budget better

LESSON #4
How to calculate SaaS
Marketing Budget
● Your budget should not exceed 40% of
your revenue-growth delta
Target New ARR € 5.000.000
Inbound 100%
ASP € 40.000
New customers 125
Win Rate 25%
Opps 500
Cost per Opp € 4.000
Marketing budget needed € 2.000.000
% revenue growth delta 40,00%

LESSON #4
Allocate your budget taking average sales cycle into account

www.happeo.com
LESSON LEARNED 5
Funnel optimization is everything

MQL
Opp
Client
10%
25%
LESSON #5
An increase in your conversion rates
has a huge effect on revenue and costs
Funnel 1 Funnel 2
Target € 5.000.000 € 5.000.000
Opp - Client conversion rate 25% 30%
MQL - Opp conversion rate 10% 10%
Clients required 125 125
Opps required 500 417
MQLs required 5000 4167
Marketing CAC € 2.000.000 € 1.666.667

LESSON #5
Don’t waste you AE’s time with
lead qualiﬁcation: Inbound SDR
● Inbound SDR reports to marketing and
has a conversion-rate target
● AEs only work on valid sales
opportunities
O: Realize world-class conversion rates
KR: 17% MQL to Opp conversion rate
KR: Achieve 90% of inbound engagement targets

www.happeo.com
LESSON LEARNED 6
Look at demand generation – holistically

LESSON #6
Outbound SDRs in marketing, pros and cons
Pro’s
● ABM: Account-centric, long-term
mindset
● Efﬁciency: Marketing mix, measurability
● Knowledge: Marketing gains all the
market insights
Con’s
● Works best with round-robin, gets
more complicated with regions
● Growth path SDRs

LESSON #6
Make SDR development
a priority
● SDR development plan
● Hire a BDM with sales
background to coach your
SDRs
Timeline Title Entry/Exit Criteria
0 - 1 months Ramping SDR Complete onboarding plan
1 - 3 months SDR I
Source 12 opps
Discovery cert at 65%
3 - 6 months SDR II
Source 24 opps
Discovery cert at 70%
6 - 9 months Senior SDR
Source 36 opps
Demo cert at 70%
9 - 12 months Jr. Account Executive
Close 50k in SMB deals,
Demo cert at 80%
12 months + Account Executive

Thank you!
@happeohq www.happeo.com/learnings @lidialuttin

Kim van Santen
Booking.com
Manager Marketing
Technology & Operations
Daan Bakker
Virtuagym
Global Director of Growth
Scaling Revenue in B2B SaaS
André Bressel
Hotelchamp
Chief Operating Ofﬁcer
Lennart Gijsen
Speakap
Chief Revenue Ofﬁcer

Part 1 -“Houston, we’ve got a problem”

Part 2 - “Solutions incoming”

Part 3 - “Rome wasn’t built in one day”

www.happeo.com
Drinks & Networking

SaaStock Local Amsterdam - 2020 Q1 Edition

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