Venture Capitalist at Theory

About / Categories / Subscribe / Twitter

2 minute read / Mar 4, 2020 /

The SaaS Marketing Scorecard - How Does Your Marketing Operation Rank?


The 9 Disciplines of Great SaaS Companies remains one of the most popular posts on marketing on this blog. It’s a wonderful framework by Bill Macaitis, who was the CMO at Zendesk and Slack. Gabe Larsen, the VP of Growth at Kustomer, has a marketing scorecard that goes one level deeper and breaks down some of the key elements of key marketing processes.

The framework breaks down the key marketing operational roles into six buckets. Each bucket has a set of disciplines that the team scores.

The value of this framework is two-fold. First, it enumerates the important priorities for a marketing team. For me, it was the first time I’d seen a taxonomy laid out plainly and simply. And second, the scorecard provides a way for a team to understand their strengths and weaknesses. You might score each on a 1 to 10 scale. Let’s walk through each quickly.

Product Marketing is the starting point for marketing. It includes:

Comms Marketing

Demand Generation

Business Development

Customer Marketing

Marketing Operations

You can find a downloadable copy of this spreadsheet here..

If you have comments or suggestions on how to improve this framework or have others to share, let me know on twitter.

Read More:

The Impact of the Coronavirus on Software Valuation Multiples