While the tenure of the average CMO keeps falling, pay keeps going up. It’s difficult for smaller SaaS Companies to hire a CMO with the right level of experience and strategy chops without taking a big risk. Figuring out what the cost should be is an important first step.
The Marketing power of the effect of "ownership" and not wanting to give up something that we feel entitled to is very strong. It also applies to payments made to a SaaS Service. Once you are a paying subscriber, there is a tendency to want to use the product. If you don't, you can become an unhappy, frustrated client fast.
Optimizing your SaaS conversion funnel while hitting the above 3 KPI categories is going to help you drive ARR growth at an exponential rate.
The three SaaS KPIs Churn, ARPU, and CAC are relatively straightforward to optimize by themselves. Doing them in parallel is a struggle for most SaaS Marketing teams.
If you go to a hotel and you are a "Platinum++++" level member of their loyalty program, even the best chains usually don't remember what pillow you used the last time you stayed with them. While the phrase "1 to 1" Marketing was coined in the late eighties/early nineties with the evolution of direct mail and CRM systems, we have not yet delivered on that promise.