Riikka Söderlund is a SaaS marketing expert and the CMO of Katana, a Tallinn-based startup that has raised over 50m€ in funding. We discuss all things SaaS marketing, from KPIs and attribution to selecting business-appropriate strategies and hiring world-class talent.
Learn more:
https://generogrowth.com
https://www.linkedin.com/in/riikkasoderlund
https://katanamrp.com
(0:00) Introduction
(0:51) How Riikka got started with SaaS marketing
(2:56) Why do Finnish companies underinvest in marketing?
(4:43) Attribution, how it works, and how to use it
(9:49) Why marketers must focus on revenue
(12:57) SaaS metrics that matter
(17:35) The criteria that led her to Katana
(20:45) The first things she did as CMO
(22:16) Creating internal alignment
(28:24) Picking the right strategies
(31:45) Budgeting
(34:12) Visualizations and managing complexity
(36:48) Why you must hire the best talent
(41:33) Education and constant learning
