The true essence of Account-Based Marketing isn't just adopting new tactics—it requires a fundamental shift in how B2B organisations structure their revenue operations. In this illuminating conversation, Andrew Seidman, co-founder of Digital Reach Agency, cuts through the buzzwords to reveal why many ABM initiatives fail despite good intentions.

Most companies struggle with ABM because they change their inputs without adjusting their goals and incentives. When sales teams are still measured by meeting volume rather than account quality, they'll naturally prioritise easy wins over strategic accounts. Successful ABM demands restructuring KPIs at every level of the organization—from marketing to sales to customer success—to properly value high-value accounts. As Seidman explains, "Instead of a quota of 10 meetings, we'll give you one point for Joe's Crab Shack and a hundred points for IBM."

Beyond metrics, we explore why word-of-mouth remains the most powerful growth engine for B2B companies. The path to sustainable growth isn't just acquiring customers but converting them into advocates. "The biggest and most effective medium for new business, especially new logos, is word of mouth," Seidman emphasises. This requires exceptional customer experiences, thoughtful relationship building, and truly understanding what makes your customers love your product.

Perhaps most compelling is Seidman's insight on trust-building in B2B relationships. In technical sales, customers face "the auto mechanic problem"—they often lack the expertise to evaluate claims objectively, making trust the primary basis for decisions. While digital channels play important roles, "nothing in the entire world builds trust like being in the same room as someone." This profound truth explains why the most sophisticated ABM programs still prioritise human connection alongside digital sophistication.

Whether you're just starting with ABM or looking to optimise your existing strategy, this episode provides actionable frameworks for aligning resources with opportunity value, measuring what truly matters, and building the trust that drives revenue growth.

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What does it take to build and sustain high-performing teams in today's rapidly evolving business landscape? Gearl Loden, a leader with 27 years of experience spanning education, tech, SaaS, and real estate, brings surprising insights drawn from both classroom leadership and corporate environments.

Loden shares a powerful perspective on imposter syndrome that plagues even accomplished leaders: "It's better to be yourself than try to be John Maxwell." This philosophy forms the foundation of his approach to building robust organisational cultures that survive scaling, acquisition, and market challenges.

Leadership, according to Loden, resembles software development rather than a straight-line progression. "It's like a big spaghetti noodle going in all directions," he explains, with different teams at varying stages of functionality, requiring constant adaptation and course correction. His practical frameworks for delegation illuminate why even leaders who trust their teams struggle to let go - and how to overcome this common barrier to growth.

Perhaps most valuable is Loden's introduction of "stay interviews" - a proactive alternative to exit interviews that help retain top talent before they reach the point of resentment. His techniques for managing remote teams without endless Zoom meetings offer practical solutions for today's distributed workforce challenges. The conversation concludes with a counterintuitive yet powerful mindset shift around "selfish leadership" - why investing in yourself first creates the foundation for elevating everyone around you.

Whether you're scaling a SaaS startup, leading an established enterprise, or managing a small team, Loden's practical wisdom bridges the gap between leadership theory and everyday application.

Learn more at www.lodenleadership.com

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In this episode of SaaS Stories, Leah Rankin, Chief Product Officer at SightMinder, shares how deep customer insight—not just feature requests—drives meaningful product innovation in hospitality tech.

Leah shares how a chance meeting at Telstra sparked her career in tech, the early disruptor days of cloud-based hospitality solutions, and what it really means to drive product-led growth in a fast-evolving industry. We explore how SightMinder matches the right guests with the right hotels, the power of data and AI in shaping guest experiences, and how to build high-performing, diverse, and collaborative teams.

From leadership philosophies to the future of hospitality tech, this episode is packed with insight, candour, and inspiration for anyone navigating the ever-changing world of SaaS.

If you're navigating product strategy, team leadership, or the future of SaaS in a data-driven world—this one’s for you.

Key Takeaways:

💡 Product-Led Growth: Why the best SaaS platforms are intuitive, self-serve, and built with adoption, upsell, and retention baked in.

🏨 Smart Hospitality: How SightMinder helps hoteliers match with the right guests (not just more guests)—and why it’s like “dating” for hotels.

📊 Data Strategy: Why data is the new oil in hospitality tech—and how SightMinder is investing in AI and a Chief Data Officer to lead the charge.

🚀 Innovation Culture: Hackathons, discovery squads, and giving everyone space to contribute big ideas—how innovation is embedded across teams.

🧠 Servant Leadership: Leah’s leadership philosophy on trust, active listening, and creating an environment where people can be their true selves.

🕰️ Pacing Change: Why patience matters—even in fast-moving SaaS—and how bringing others on the journey can lead to more sustainable transformation.

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What does it take to build, scale, and sell multiple businesses while staying sane and ahead of the game?

In this episode, we sit down with Taryn, a powerhouse serial entrepreneur and founder of Gifted, the SaaS platform transforming how brands connect with creators. From raising capital to expanding into international markets and navigating the evolving landscape of influencer marketing, Taryn shares the real, unfiltered version of startup life—and what she’s learned along the way.

Key Takeaways:

• 💸 Raising Capital: What investors really care about—and how timing, traction, and personal circumstances play into funding and exits.
• 🌎 Global Expansion: How to approach scaling to the US, Europe, and emerging markets (and why one-size-fits-all doesn’t work).
• 🤝 Influencer Marketing Trends: The biggest mistakes brands make, why creative freedom matters, and how AI is changing the game.
• 🧠 Product Validation: Why listening to users early (and often) is your secret weapon in SaaS.
• 🔍 Leadership in SaaS: Taryn’s radical transparency playbook, hiring advice, and the importance of building strong teams that can operate without you.
• 🧘 Personal Growth: The double-edged sword of personal branding, finding work-life balance, and why celebrating small wins really matters.

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Catherine Ashton, founder and CEO of Critical Info, shares her journey of creating a comprehensive platform to simplify end-of-life planning after experiencing firsthand the overwhelming administrative burden following a death.

We Discuss:
• The Critical Info platform and how it helps people learn about end-of-life choices.
• Catherine's "My Loved One Died. What Do I Do Now?" guide walks people through steps in the first hours, days, weeks and months.
• The importance of getting to know your market before building a prototype.
• Community engagement strategies and how they can help build awareness on a limited budget.

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💰 Is your SaaS company scaling… or spiraling? 💰

Many founders focus on product and growth, but neglect the one thing that can make or break their business—financial strategy. In this episode, we sit down with Anthony Nitsos, SaaS CFO and founder of SaaS Gurus, to uncover the financial blind spots that put startups at risk—and how to fix them before it's too late.

🚀 He offers different strategies to whether you're bootstrapped or venture-backed. Managing cash flow and forecasting correctly is the difference between thriving and failing in SaaS and Anthony shares insider knowledge on mastering key financial metrics, structuring your back office for investment, and the strategic decisions that drive long-term profitability.

🔑 Key Takeaways:

✔️ The “Big 5” Metrics Every SaaS Founder Must Track (ARR, CAC, NDR & more)
✔️ Why venture-backed SaaS startups struggle with GTM strategy (and how to fix it)
✔️ Cash flow forecasting myths that lead founders into financial disaster
✔️ Why prepaid annual contracts could be your best weapon for valuation growth
✔️ The biggest financial mistakes SaaS companies make (and how to avoid them)
✔️ The CFO’s evolving role—from number cruncher to strategic business advisor

💡 Whether you're preparing to raise funding, optimize growth, or just keep the lights on, this episode is packed with real-world, no-fluff advice every SaaS founder should hear.

🎧 Tune in now and take control of your SaaS finances before they control you!

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Join CEO Tom Larter as he reveals the transformative journey of WithYouWithMe, a trailblazing 250-person enterprise that began by aiding military veterans in career transitions and now champions a broader mission of supporting disadvantaged talent groups globally.

Discover how Tom's military background has uniquely shaped his leadership style, highlighting the pivotal roles of listening and valuing team expertise. As we navigate through evolving talent landscapes, Tom distills the art of simplicity in strategic communication and the power of aligning an organisation to a shared vision, especially amidst the rapid rise of AI and post-pandemic shifts.

Tom sheds light on the innovative integration of AI to enhance hiring processes, remove bias, and reshape company culture. As we reflect on global expansion strategies, Tom's wisdom offers invaluable guidance to entrepreneurs looking to navigate the complex terrain of international growth, emphasising the importance of strategic choices and customer collaboration in shaping successful global ventures.

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What if you discovered that the key to your startup's success lies not in groundbreaking ideas but in rigorous A/B testing?

That's exactly what we explore in our conversation with Kate O'Keefe, co-founder of Heatseeker. Kate takes us through her journey from working with tech giants like Cisco and BCG to revolutionising market research with Heatseeker, a game-changing SaaS platform.

We also dive into the unexpected twists encountered during Heatseeker's development, where initial successes were found in competitor analysis rather than its intended market experiments. Kate and I discuss the common pitfalls marketers face when they mistake campaigns for carefully designed experiments and the complexity of controlling variables on social media platforms. By prioritising data-driven insights, we reveal how businesses can avoid misguided strategies, ensuring that their marketing efforts truly resonate with target audiences.

Our conversation wraps up with a closer look at the vibrant startup ecosystem and investment landscape in Australia, contrasted with the US market. Kate shares her personal experiences with building a diverse cap table and fostering an ecosystem of supportive investors. We emphasise the importance of attracting passionate team members and maintaining a clean cap table.

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