Post-Acquisition Marketing Strategies and Scaling SaaS Success - Shiv Narayanan

In this episode of the Funky Marketing Podcast, I had an insightful conversation with Shiv Narayanan, the CEO of How to SaaS. Shiv shared valuable lessons from his extensive experience in guiding private equity investors and CEOs in scaling SaaS companies, with a special focus on post-acquisition marketing strategies. Here are some key takeaways and recommended actions from our discussion:

Key Insights:

Post-Acquisition Marketing: Shiv emphasized the importance of foundational elements in post-acquisition marketing, such as getting TAM and segmentation right, ensuring strong product marketing, and having the necessary sales enablement resources in place.
Value Creation: Investors acquiring companies aim to uncover value creation levers. Shiv discussed the crucial role of a strong marketing strategy in enhancing enterprise value post-acquisition.
The First 100 Days: The first quarter after an acquisition is pivotal. Shiv outlined the critical steps companies should take in this period, including getting data in order, reallocating budgets, and ensuring the right team is in place.
Understanding Core Business: Shiv advised companies, especially those transitioning from services to products, to clearly define their core business and expand into adjacencies that complement their strengths.
Diversified Go-to-Market Strategy: Shiv discussed the importance of a diversified go-to-market strategy, leveraging channels like LinkedIn for thought leadership but relying on strong partnerships and direct relationships for business growth.
Recommended Actions:

Focus on Fundamentals: Whether you're a newly acquired company or preparing for acquisition, ensure that your foundational marketing elements are robust.
Prioritize the First 100 Days: Post-acquisition, focus on getting your data in order, setting up actionable steps based on data insights, and ensuring the right team and budget are in place.
Understand and Define Core Business: Before expanding into new areas, make sure your core business is well-defined and optimized for growth.
Leverage Multiple Channels: Use LinkedIn for thought leadership and awareness, but don't rely solely on it. Build direct relationships and partnerships that align with your business objectives.
Timestamps:

0:00 - Introduction
2:15 - Post-Acquisition Marketing Strategies
10:45 - Importance of Value Creation in Post-Acquisition
19:30 - The First 100 Days Post-Acquisition
28:15 - Defining and Understanding Core Business
37:00 - Diversifying Go-to-Market Strategy
45:00 - Q&A and Closing Remarks
Useful links:

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