#31 SaaS marketing with Riikka Söderlund

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