SaaS
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How to Create a Strong B2B Sales Enablement Program
Of all the things I’ve ever done as a marketing leader, one of my favorites of all has been building out a successful B2B sales enablement function. There’s great joy in seeing your sales team bring deals across the finish line, and knowing that they came from leads your marketing team generated. But there’s an…
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Deep and Wide: the Expanding Role of Marketing Leaders
When I took my first job as a marketing executive, I had a CMO mentor who introduced me to the concept of T-shaped marketers and T-shaped marketing leaders. Basically, the idea was that most marketers, but especially the top marketing exec at any company (whether CMO, VP Marketing, Head of Marketing or any similar title)…
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How to Boost Sales Velocity with Localization and Content Ops
Localization and Content Operations are perhaps the most underutilized accelerants in tech sales these days, especially in B2B SaaS environments. The need for localization and content operations is heightened even further at global companies with a CI/CD model on the product side. Aligning content operations and localization has the potential to radically improve sales velocity.…
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Five Due Diligence Questions for Investors to Evaluate Global Growth Potential
When investors are scouting out new opportunities, one topic that’s popping up more frequently at the due diligence phase is the topic of global growth. After all, expanding beyond borders is one major way to fuel a company’s growth. How soon a company goes global in the life of their business can dramatically shape their…
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Seasonality in a Global SaaS Business
Seasonality is something that affects many businesses, but what if you’re delivering your product with a software-as-a-service (SaaS) business model? Tomasz Tunguz shared a really interesting post on his blog in which he looked at data from ~40 of the largest public SaaS companies. His conclusion was that seasonality doesn’t matter much, at least, not…
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Five Signs It’s Time for Your Start-Up to Go Global
One question that start-up leadership teams often ask is not if, but when they should take their business into other countries. I’ve had three different start-up founders ask me this question, in one form or another, in the past week alone! Let me start by saying that a founder’s sheer enthusiasm for going global is…
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Why Localization Velocity Matters More Than Ever Before
Most localization practitioners believe that quality is what matters most. It’s true that quality matters, but there are gradients of quality, and a lot of linguistic quality work is highly subjective. Translation quality is important up to a certain point — when it creates a perceivable and measurable difference on the user experience. In this…
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Measuring Localization Velocity
If you work in software-as-a-service (SaaS) or any other area of high-growth tech that requires fast-moving, ongoing localization, chances are you’ve come to realize that most of the models out there for localization don’t mesh with your business reality. The underlying cadence in any hyper-growth business is… different. The company’s heartbeat is faster. The blood…
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100 Languages and Counting: International Growth at Canva
As a fan of international tech companies, I have loved watching Australia-based Canva grow and expand all over the world over the years, most recently achieving a $6B valuation. The graphic design platform Canva offers has become a hugely important tool for marketers globally. I’ve been using Canva for more than five years myself, both…