Scale your SaaS - with Matt Wolach, founder of Xsellus and "Scale your SaaS" podcast

**Ray Rike** (0:00)
Hello, I'm Ray Reich, founder and CEO of RevOp Squared, and your host of the Metrics that Measure Up podcast. We talked to a wide variety of B2B, SaaS, and Cloud thought leaders, executives, investors, and people just like you to discuss the metrics and benchmarks they use to make metrics informed decisions. Now on to today's show.
Welcome to today's episode of the Metrics It Measure Up podcast. Today, we are joined by Matt Wolach, B2B sales coach at Xsellus, the host of Scale Your SaaS Podcast, and Matt's also the CEO of a SaaS company that helps marketing agencies grow. It's called Ringbot. We'll be covering three main topics with Matt during today's episode. One, his lessons learned as a podcast creator and host. Second, best practices for sales and early stage B2B SaaS companies. And third, the evolution of customer acquisition and SaaS. It's the role of sales diminishing. Hey, Matt, take a moment to give a brief overview of your journey to becoming a guest on the Metrics that Measure Up podcast.

**Matt Wolach** (1:18)
Hey, thanks Ray. Appreciate that introduction. That was really nice. I'm super glad to be here. We were just kind of chatting before we started the show, and we have connected with each other for quite a while, a year or two, and our schedules just haven't aligned. So this recording of this episode has been a long time coming, but I'm super glad to do it. Really excited to share a lot of this stuff.

**Ray Rike** (1:38)
Well, you were one of my inspirations when I started our podcast about two years ago, right? I kind of looked at those great SaaS podcasts, and so I tried to listen and learn from you. I think you've done 251 episodes of Scale Your SaaS Podcast. Now, is that correct?

**Matt Wolach** (1:53)
Yeah. So we used to call it Sastory in the Making, which I came up with, and it was supposed to be like a play on history in the making, but it was supposed to talk about stories of people in SaaS and how they've built their company. But it turned out that nobody could really pronounce it the way I wanted to pronounce it, and everybody didn't get it. It was long to write, so we changed the, we rebranded it. Now it's called Scale Your SaaS, and we're intently focused on helping people grow their SaaS company.

**Ray Rike** (2:17)
Well, my favorite part of doing a podcast is to learn from every one of my guests who's so damn much smarter than me. So here's my question to you. Are there any common themes that you've found from SaaS founders and the industry thought leaders in your podcast? The top two or three themes that you found early stage SaaS companies facing?

**Matt Wolach** (2:39)
Yeah. So the first thing, that's a great point, and that's something that I actually recognized as well. I started the podcast so that I could get the word out about my coaching. I had been in SaaS for a while. I'd run SaaS companies, had some exits, and then I'm like, well, let me help other people do it, but I didn't know how to share the word about coaching. So I started the podcast as one of the ways to get in front of people so they could learn about that. And the goal was, of course, let's generate some leads, let's get some interest out there, some awareness, but actually what happened was, I ended up learning a lot. These were great people I was talking to and I was hearing their story and what they're focused on and cool things that they're working on. And I ended up learning all sorts of things that I use in my own business, I use to share with my clients. And so that's been really important. I'm glad you brought that up. But also, you mentioned what are some of these things people are talking about, what are the themes? And one of the biggest ones, Ray, is people say the reason that they were successful is that they were able to connect with their audience. In fact, they went out and learned all about their market before trying to go out and sell to them. So they would have conversations, they would have discussions, they would ask questions, and they would really try to dive into the mind of their ideal customer to learn what is important to them. What do they care about? What are they striving for? What keeps them up at night? That's what helped them get to success faster because they knew their customer intimately.

**Ray Rike** (4:05)
It's interesting you say that because a lot of the successful entrepreneurs we have on our show, they said we met with 40, 50, up to 70 different companies before they even started developing your product to see if the quote unquote, it would hunt, right?