Knowledge Base

Inbound still works for SaaS companies. It just works as something narrower and more honest than the growth-engine pitch: as a marketing strategy, inbound is demand capture. It converts attention a company has already earned, and it does that job extremely well when the rest of the system is in place.

Software-as-a-service marketing sells a subscription, and a subscription is a promise that gets re-evaluated every renewal. That single fact changes everything downstream. Traditional marketing can declare victory at the sale. SaaS marketing has to keep proving value for as long as the customer pays, which is why retention, expansion, and net revenue retention sit inside the marketing remit at well-run SaaS companies rather than in a separate department.

This article covers what marketing operations is, what a marketing operations team owns, how the function gets staffed, where it should sit in the organization, and what specifically breaks when nobody owns it.

Most articles on B2B market segmentation skip the origins and jump straight to a list of types. That's a mistake, because the two canonical frameworks answer a question the lists don't: in what order should you segment, and how deep should you go?

Most guides to B2B lead qualification are a menu. BANT, CHAMP, MEDDIC. Pick one, apply it, watch conversion improve. The menu is not wrong. It answers the easy question.

Most writing on revenue marketing describes a ladder. A company starts with traditional marketing, climbs to lead generation, then demand generation, and arrives at revenue marketing as a kind of graduation.