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How Much Should A SaaS Startup Invest in Sales & Marketing?

Tom Tunguz

How much should a SaaS startup invest in sales and marketing at different stages of the business? Sales and marketing investment depends on many different factors including establishing product market fit, the business’s sales model (inside, field, freemium), and not least, cash balance and fundraising capacity.

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How to Turn $100K Into $2.7M of Pipeline: Become a SaaStr Sponsor

SaaStr

Documented Performance: 675% ROI on their total event investment $2.7M in influenced pipeline generated from SaaStr leads $400K investment including booth, travel, and staff costs Superior lead quality compared to other industry events “The concentration of qualified decision makers at SaaStr is unmatched. .”

Scale 216
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Three million downloads and counting: Inside Intercom reaches a podcasting milestone

Intercom, Inc.

This month, we have passed the three million download mark for the show. Liam Geraghty: That’s one of our most downloaded episodes, so if you haven’t heard it, you do not want to miss that. Liam Geraghty: Now we come to the final part of today’s special 3 million downloads episode. That just blows my mind.

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SaaS Capital: Across 1,500 SaaS Startups, Yearly Contracts Don’t Actually Increase NRR

SaaStr

You can download it here. This is consistent with my experience and across 30+ investments. So SaaS Capital put out its latest report on SaaS retention and NRR after having surveyed over 1,500 SaaS companies and professionals. There are a lot of great learnings and metrics in the report, and a few stood out to me: #1.

Startup 362
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How ZoomInfo Enhances Your Database Management Strategy

Forward-thinking marketing organizations have continuously invested in a database strategy for enabling marketing processes. Download this ebook to learn how to maintain a strategy that includes refreshed information, database cleanses, and an accurate analysis at the same time.

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🚀 Top 5 SaaStr Learnings from G2’s 2025 Buyer Behavior Report: You Gotta Be AI

SaaStr

Build it into your core value prop or risk being eliminated before you even get to pitch The Opportunity : 4 out of 5 buyers report positive ROI on AI investments, and they’re willing to pay 20-30% premiums for proven AI value 2. Download the full report here.

AI Search 147
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5 Interesting Learnings From MongoDB at $700,000,000 ARR

SaaStr

Breathtaking acceleration of MongoDB downloads — a good proxy for acceleration in the Cloud overall. Their free version of Mongo has been downloaded 130m times, and of that … 55 million in just the last year. Instead, Mongo invests in supporting a rich SI ecosystem. #7. They’re only growing 19%.

Scale 337
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Reinforcement: The Key to B2B Sales Rep Training

If you’re investing in a B2B sales training initiative, give your program the best chance of success by implementing a reinforcement program designed to improve retention and keep the momentum of your training message going until your reps have the opportunity to really apply it. Or will it all be forgotten within days?

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A Proven Guide to Recruiting Passive Candidates

It's important to also invest in building a passive candidate pipeline. Download the guide for tips that can help you build a recruitment strategy that attracts both active and passive candidates for the best possible mix. However, it's not efficient or cost-effective to be in the active recruitment mode all the time.

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Monetizing Analytics Features: Why Data Visualizations Will Never Be Enough

Think your customers will pay more for data visualizations in your application? Five years ago they may have. But today, dashboards and visualizations have become table stakes. Discover which features will differentiate your application and maximize the ROI of your embedded analytics. Brought to you by Logi Analytics.

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Stop Investing in Forgettable Learning Events

Download this whitepaper to find out how to leverage online product sales training platforms to increase retention and improve ROI––and stop investing in unforgettable sales events. Engage reps who may not pay attention, leave sessions early or simply skip classes if they perceive it to be boring or low value?

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Investing Wisely in your CX Tech Stack

Download the eBook today to focus on building a great CX! Of the companies that have improved CX, how many do you think saw an increase in revenue? An enormous 84% of them. Are you heading in the right direction to maximize your ROI and cost savings across your organization?

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Why B2B Contact and Account Data Management Is Critical to Your ROI

The digital age has brought about increased investment in data quality solutions. However, investing in new technology isn’t always easy, and commonly, it’s difficult to show the ROI of data quality efforts. Download this eBook and gain an understanding of the impact of data management on your company’s ROI.

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The Economics of Payment Facilitator Registration

Explore upfront investment expenses and the long-term financial implications. Download now to gain a comprehensive understanding of payment facilitation and optimize your payment processing approach for sustainable growth and profitability.

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The Ultimate Client Onboarding Guide for Beginners

When companies focus on the client onboarding process (and invest in the automation side with client onboarding software), they can see these results: 4X increase in client onboarding specialist/project manager capacity 49% average decrease in onboarding project time 86% fewer meetings 90% on-time delivery rate Download the ultimate client onboarding (..)