S02 Ep05 - Product Marketing for SaaS with Tino Ho (2/2) - Considering end-to-end growth helps build a much more robust and sustainable go to market strategy than simply focusing on acquisition

Stu is joined by ex-colleague / fellow B2B professional Tino Ho to discuss the current state of play in SaaS product marketing. In the second part of the conversation, Stu and Tino discuss how your mentality around growth can have significant implications across the business beyond just marketing or sales. Looking at things like Customer Lifetime Value (CLTV) and going beyond the classic marketing funnel help shift us to a more holistic way of thinking. At the early stages of a business, that can help to avoid creating future issues like the sales-marketing gap, and in more established bigger enterprises it can help build bridges between siloed functions or teams to improve collective results. Ultimately a focus on the brilliant basics (or fantastic foundations if you prefer) is a great way to make sure you are moving in the right direction and building a go to market strategy that remains aligned with your customers and products. Guest: Tino Ho Tino is a commercial leader with 19 years of experience in fast-growing SaaS challenger brands, bringing vertical expertise in financial and ESG technology for product-led and sales-led go-to-market (GTM) motions. Host: Stuart P. Turner Stu has over 20 years of experience in digital strategy across the UK and APAC. He's always been at the competitive edge of digital, serving brands both large and small in agencies, as well as building his own businesses. He's currently pretending to work while actually recording this show at Flow State (https://theflowstate.io) and co-founding next-generation B2B technology business Cataylsi (https://catalysi.com/). References Revenue Architecture - Jacco van der Kooij (book on Amazon) The “Bowtie” model: https://www.bazaarvoice.com/blog/the-bow-tie-funnel-a-guide-to-the-sales-and-marketing-funnel/ Tino Ho: https://www.linkedin.com/in/tinoho/