Rethinking SaaS Growth: The Power of the Middle Funnel with Rolly Keenan

In this episode, we dive into middle-of-the-funnel strategies with Rolly Keenan, Chief Revenue Officer at Tegrita, a consultancy specializing in this often-overlooked aspect of SaaS growth. Rolly shares the origins of Tegrita and their focus on aligning sales, marketing, and client-facing operations to maximize revenue and engagement. Key topics include:

• Middle of the Funnel Explained: Why it's crucial and commonly neglected.
• Impact on Revenue and Client Engagement: Real-world examples of successful strategies.
• Techniques for Funnel Optimization: How to implement actionable campaigns effectively.
• Research-Based Consulting: How Tegrita's unique approach differentiates them.
• Insights from Their Book, CMO to CRO: Key takeaways for aligning leadership roles with revenue goals.

The conversation wraps up with practical advice for SaaS leaders and information on how to engage with Tegrita’s consulting services.

Episode Timestamps

• 00:00 – Introduction to SaaS Growth Podcast
• 00:07 – Meet Rolly Keenan and Tegrita's Origins
• 02:38 – Understanding the Middle of the Funnel
• 05:48 – Impact of Middle Funnel Consulting
• 11:19 – Techniques for Funnel Optimization
• 15:26 – The Importance of Research-Based Consulting
• 21:31 – Challenges in Middle Funnel Management
• 21:36 – Insights from CMO to CRO Book
• 29:57 – Common Pitfalls in Funnel Management
• 35:57 – Conclusion and Contact Information

Tegrita – Website
Rolly Keenan – LinkedIn
Carl Anderson – Website | Twitter