The SaaS CFO

The top source for SaaS metrics, finance, and accounting education and templates. The SaaS CFO also offers fractional SaaS CFO services and coaching.

Ben's SaaS templates have been downloaded 100,000+ times and counting.

Founder

Extend

At Extend, we help B2B companies collect cash faster with less manual effort. No more manual emails, Post-it notes, Outlook reminders, and reminders from your CFO.

B2B SaaS finance and accounting teams automate laborious, uncoordinated workflows around account receivables and payment collections. Put your cash collections on auto-pilot and free up staff time.

Co-Founder

The SaaS Academy

The top online and in-person academy teaching SaaS finance and metrics. 3,000+ companies and 15,000+ students enrolled. Join our SaaS community!

Maxio

Maxio helps businesses accelerate growth efficiency with the industry’s only all-in-one billing and financial operations platform purpose-built for B2B SaaS.

Advisor

SaaS Metrics Standards Board

Founding Member

Mobile Solutions

Chief Financial Officer

Cartegraph

Revamped the finance and accounting function for a successful exit to private equity.

Vice President and Chief Financial Officer (CFO)

Provided finance and operational leadership to US subsidiary of German-based RIB Group – a leading global provider of ERP software solutions to the construction industry. Responsibilities include all aspects of finance, accounting, tax, treasury, human resources, research and development, services, and support. Hired to bring structure and process improvements to functional areas and execute US and Canadian expansion plan.

Executive Vice President and Chief Financial Officer (CFO)

Pinnacle Airlines Corp.

While Director of FP&A at Pinnacle Airlines Corp., Ben implemented an improved FP&A structure and process to support a rapidly growing organization.  Within his first year, he sourced and implemented a new planning and reporting system to move away from an offline, Excel-based system.  Through this technology and process redesign, his team reduced Pinnacle’s annual budget season from three to two month and introduced a detailed, monthly forecasting package.  Other improvements included new management performance reporting through monthly close packages, leading to earlier corrective action of operating variances.  With better data and analysis, his team created a new cost and revenue allocation system to determine profitability by product line and a more sophisticated process to bid on RFP’s.  Ben also developed Pinnacle’s first external finance training course in partnership with the University of Memphis.

Director, Financial Planning & Analysis (FP&A)

A.D.A.M., Inc.

As the first financial planning and analysis hire, Ben created many "firsts."  This included a weekly revenue forecast for the CEO using bookings data while applying software revenue recognition standards and a complex financial statement forecasting model.  Ben partnered with product managers on investment decision analysis and product pricing reviews to align R&D and related operating expenses with projected product revenues.  He also decoded customer pricing plans from a previously off-shored process.

Manager, FP&A

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

Balderton Capital

I provide strategic and operational advice to portfolio companies and help the firm with thought-leading content.

Executive In Residence

Dave Kellogg Consulting

I offer advisory services to enterprise software startups in areas including strategy, go-to-market, marketing, board relations, organization design, financial planning, SaaS metrics, and communications.

Principal

Scoro

Independent director at this Tallinn-based leader in work management software, backed by London-based Kennet Partners.

Board Member

Cyber Guru

Independent director at this leading, Rome-based cyber security training vendor, founded by Business Objects colleague Gianni Baroni.

SMA Technologies

Independent director at this leader in workload automation for financial services, backed by private equity sponsor ParkerGale and exited to Thoma Bravo.

Alation

Independent board director at industry pioneer and leader in data catalogs and next-generation data intelligence, backed by Costanoa, Icon, and Sapphire.

Profisee

Independent director at this leader in master data management, backed by private equity sponsor ParkerGale and exited to Pamlico.

Nuxeo

Independent director at this next-generation content services platform vendor, backed by Goldman Sachs and Kennet Partners, which had successful exit to Hyland / Thoma Bravo.

Host Analytics

Led cloud enterprise performance management (EPM) startup over six-year period, quintupling ARR, overhauling engineering, increasing net retention rate, halving customer acquisition costs, and ultimately selling the company to a private equity sponsor.

Granular

Independent director at this A16Z-, Khosla-, and Google-backed agtech SaaS startup, which was sold to DuPont for $300M in 2017.

EIR at Balderton Capital, principal at Dave Kellogg Consulting, and author of Kellblog (www.kellblog.com).

I bring an uncommon perspective to enterprise software having 10+ years of operational experience at both the CEO and CMO roles (across 2 and 3 companies, respectively) combined with independent director experience across 10 startup boards.  While most of my work today is with companies in the $0 to $100M range, my operational experience runs from $0 to $1B+.

Dave Kellogg

I'm psyched to be speaking at the Exit 5 CMO Leadership Retreat in Arizona on March 18-20th.  I think doing marketing is harder than ever (and I'm gong back pretty far here) and thus it's even more important than usual for marketing leaders to take time together to discuss what's working, what's not, and how marketing fits into the evolving structure of software company.

Many companies don't even have CMOs right now, as discussed in my 2022 post on The Decomposition of Marketing. Why is that?  What can we learn from it?

My topic is How To Be the CMO That Everyone Wants To Work With.  Where everyone means, well, everyone.  Your boss.  Your peers.  Your team.  Sales.  Customer Success.  Heck, even Product (it turned out that many of my best friends from my CMO days, a few decades later, were the product people).  

And while we're at it, I'll include "other companies" in everyone -- so I'll share a few thoughts on reputation / personal brand building, which is an terribly easy thing to get wrong IMHO.  (Think:  "oh, I can't believe our CMO is out speaking at some conference on how to do marketing, when our sellers are unfed and unclothed.")

There's more info on the event here
https://lnkd.in/gPWf5eiQ

If you have specific things you'd like to discuss or consider, please DM me or drop them into a comment below.

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

Open article: Marketing Leadership Retreat | March 18-20, 2026 by exitfive.com

Marketing Leadership Retreat | March 18-20, 2026

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The Battle

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Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Dave Kellogg's LinkedIn Performance

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