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Articles by Stijn M Hendrikse
How Humans Create Value in the Age of AI Entropy
The Universal Principle of Order, Life, and Human Irreplaceability Six months ago, Olivia Lipkin's managers started referring to her as "Olivia/ChatGPT" in Slack messages. She was a 25-year-old copywriter at a San Francisco tech startup, good at her job, valued by clients. By April 2023, her anxieties proved warranted. She was fired. Olivia's story isn't unique. AI has already replaced the cogs. It's coming for the linchpins next.
5 steps to Go-To-Market focus
Leading a small company to become big is all about focusing on your go-to-market. This article helps you identify and verify the market that you choose. We go through the five necessary steps to follow to focus on a single niched market and then launch your Go To Market motion. 1 - Identify Your Total Addressable Market Your Total Addressable Market, also known as TAM, is determined by the market that you want to play in.
Zero, Light, or Heavy Touch?
Your Go-to-Market Model Might Be Heavier Than It Needs to Be Many SaaS founders default to building a sales team too early. Others jump into channel partnerships without a clear strategy, or assume their product has to be self-service. But here’s the truth: your go-to-market (GTM) motion is one of your most important leverage points. Choosing the wrong one can burn runway, misalign your team, and stall growth.
How to Choose the Right Market for Your SaaS
Most SaaS companies fail because they chase the wrong market or try to sell to everyone. I’ve seen too many B2B SaaS startups pour time, money, and effort into broad, competitive markets, only to realize they were never positioned to win. Others spend years refining their product without defining who they’re really building it for, leading to slow sales cycles, high churn, and wasted marketing dollars. Your market dictates your growth potential more than your product does.
The 4 SaaS Marketing Leadership Maturity Stages Explained
Scaling your SaaS business? A great product is only part of the equation. But it also demands the right marketing leadership at every stage of growth. As your company matures, the priorities, challenges, and expertise needed in your marketing function evolve. In this guide, we’ll explore the four marketing leadership maturity stages—Coach, Start, Scale, and Profit.
What Does a SaaS CMO Do? A Day In The Life Of A CMO
Growing a B2B SaaS company is one of the most exciting—and complex—journeys you can take as a founder or executive. Between juggling product development, managing sales pipelines, and figuring out how to break into a competitive market, it’s easy to feel like there’s just not enough time, resources, or expertise to go around. At some point, you realize: you need solid marketing leadership to get to the next level.
Why a SaaS Fractional CMO is a No-Brainer for SaaS Startups
As a SaaS founder, you’ve done the impossible—brought your idea to life, secured funding, and captured the attention of your market. But now the real challenge begins: scaling your business, meeting aggressive growth targets, and keeping investors happy—all while managing a growing list of responsibilities. You know you need a strong marketing leader to drive results, but hiring a full-time CMO feels like a leap too far.
Hiring a SaaS Fractional CMO? Here's a Checklist to Evaluate Them
Scaling a SaaS business is exhilarating—but when marketing leadership falters, it can feel like you’re spinning your wheels while competitors speed ahead. How do you ensure your next marketing leader isn’t just a short-term fix but a strategic partner for growth? A fractional CMO is a seasoned marketing leader who can hit the ground running, accelerate your growth, and provide the strategic direction your company needs—without the long-term commitment of a full-time hire.
How Much Should I Pay My First CMO?
Rita Scroggin with the Triad Group adds, "The market is good right now for the right CMO. Marketing leaders who can drive measurable results and revenue are more sought after than the traditional CMO, who is more versed in brand awareness and messaging.” How do you know how much to pay such a vital role in the success of your company?
Audio recording while typing
Another potential Microsoft OneNote customer lost. Good job MS. A productive suggestion: Requesting and complaining obviously don't work, so let's do something more productive and list all the apps out there that have this feature for iPad. I'll start: - Notability - Notes Plus Would love to know more options. MS had a potential OneNote customer but refuse to add needed capability so I'm going elsewhere.
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