The SaaS CFO | The #1 source for SaaS finance education. Video lessons, content, templates, and communities to accelerate your SaaS and career.

WHAT I DO:  I help SaaS companies via fractional SaaS CFO services, coaching, and courses in SaaS metrics and finance.  I help companies achieve financial improvement and transparency via a SaaS finance framework that links operations to finance.

WHO I HELP:  I help SaaS founders, finance/accounting, and investors.

WHY IT WORKS:  Translating the operational story into consumable numbers is the key to driving corporate performance and understanding the economics of SaaS businesses.

WHAT MAKES ME DIFFERENT: From debits and credits to financial forecasting to M&A, my experience has not just been silo’ed in the accounting or finance track, but both sides of the desk.  My operations background at several airlines has improved my ability to translate operational performance into improved financial understanding and foresight. My on-the-job experience as a SaaS CFO has allowed me to help thousands of SaaS founders and finance teams.

Ben Murray

I bring a nearly 360-degree view to enterprise software having worked for over three decades in numerous capacities including CEO, CMO, product SVP/GM, competitive analyst, technical staff, interim executive, independent director, angel investor, advisor, and sometimes just friend-of-the-company.

I write about enterprise software at Kellblog.com.  My favorite topics include strategy, sales, marketing, metrics, board relations, financing, and planning.  I talk about enterprise software on The Metrics Brothers, a weekly podcast produced jointly with my metrics brother, Ray Rike.

See the FAQ on Kellblog for more information about who I work with, how I work with them, and how I use social media. 

Dave Kellogg

EIR at Balderton Capital, Independent Consultant, Author of Kellblog, and Co-host of The Metrics Brothers

You might think this kind of thing sounds good.  And it can -- at the right time, to the right audience.  But if you're a CEO talking to an investor, then you need to be careful.  This quote was taken from a piece of sell-side research, and frankly, I think the analyst was generous not to call the CEO out on it.

Think:  "You might be in the highfalutin business of delivering outcomes, but you didn't seem to deliver very many of them -- only 8% more than last year."

Here, the CEO got away unscathed and the comment was interpreted in a positive light (i.e., they are in-line with industry trends).

Don't get me wrong -- software *is* evolving from selling automation to selling outcomes (or, to use the old saw, from selling bits to selling holes).  

But when you're in the business of selling anything, the first question is "how much?" And the key to communications is audience.  

Start with who you're talking to.  And work backwards from there.

We need to be careful in this era of highly-tailored advertising.  I don't, of course, but some people could take this kind of thing personally.

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The Battle

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Likes

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