Dave Kellogg
CEO, HostAnalytics, a leader in cloud-based enterprise performance management (EPM).
Previously Dave was SVP/GM of Service Cloud at Salesforce , CEO at MarkLogic and CMO at Business Objects for nearly a decade as it grew from $30M to over $1B. See Dave's disclaimers at Kellblog.
The New Gartner 2018 Magic Quadrants for Cloud Financial Planning & Analysis and Cloud Financial Close Solutions
If all you’re looking for is the free download link, let’s cut to the chase: here’s where you can download the new 2018 Gartner Magic Quadrant for Financial Planning and Analysis Solutions and the new 2018 Gartner Magic Quadrant for Cloud Financial Close Solutions. These MQs are written jointly by John Van Decker and Chris Iervolino […]
The Big Mistake You Might Be Making In Calculating Churn: Failing to Annualize Multi-Year ATR Churn Rates
Most of thinking, definitions, and formulas regarding SaaS unit economics is based on assumptions that no longer reflect the reality of the enterprise SaaS environment. For example, thinking in terms of MRR (monthly recurring revenue) is outdated because most enterprise SaaS companies run on annual contracts and thus we should think in terms of ARR […]
The Use of Ramped Rep Equivalents (RREs) in Sales Analytics and Modeling
How many times have you heard this conversation? VC: how many sales reps do you have? CEO: Uh, 15. But not really. VC: What do you mean, not really? CEO: Well, some of them are new and not fully productive yet. VC: How long does it take for them to fully ramp? CEO: Well, to […]
How To Sales Manage Upside and Unlikely Deals
If your sales organization is like most, you classify sales opportunities in about four categories, such as: Commit, which are 90% likely to close Forecast, which are 70% likely to close Upside, which are 33% likely to close Unlikely, which are 5% likely to close And then, provided you have sufficient pipeline, your sales management […]
Important Subtleties in Calculating Quarterly, Annual, and ATR-based Churn Rates
This post won’t save your life, or your company. But it might save you a few precious hours at 2:00 AM if you’re working on your company’s SaaS metrics and can’t foot your quarterly and annual churn rates while preparing a board or investor deck. The generic issue is a lot of SaaS metrics gurus […]
The Two Archetypal Marketing Messages: “Bags Fly Free” and “Soup is Good Food.”
There are only two archetypal marketing messages, exemplified by: Bags Fly Free, a current advertising slogan used by Southwest airlines. Soup is Good Food, a 1970s campaign slogan used by Campbell’s soup [1]. Quick, what’s the difference between these two messages? Soup is Good Food answers the question “why buy one (at all)?” while Bags […]
The Domo S-1: Does the Emperor Have Clothes?
I preferred Silicon Valley [1] back in the day when companies raised modest amounts of capital (e.g., $30M) prior to an IPO that took 4-6 years from inception, where burn rates of $10M/year looked high, and where $100M raise was the IPO, not one or more rounds prior to it. When cap tables had 1x, […]
The Two Engines of SaaS: QCRs and DEVs
I remember one day, years ago, when I was a VP at $10M startup and Larry, the head of sales, came in one day handing out t-shirts that said: “Code, sell, or get out of the way.” Neither I, nor the rest of marketing team, took this particularly well because the shirt obviously devalued the […]
Talking Competition: Methinks Thou Doth Protest Too Much.
From time to time marketers and executives need to talk about the competition with those outside the company, including analysts, partners, and prospective investors. In this post, we’ll cover my 4 rules for this type of communication. Be Consistent. The biggest mistake people make is inconsistency, often because they’re trying to downplay a certain competitor. […]
“Always Scrubbing the Pipeline” Means “Never Scrubbing the Pipeline.”
Perhaps you’ve seen this movie: CEO: “Wow the quarterly pipeline dropped 20% this week. What’s going on sales VP?” Sales VP: “Well, that’s because we cleaned it up this week.” CEO: “That sounds great, but you said that last week.” VP of Sales: “Well, that’s because we scrubbed it then, too.” CEO: “So shouldn’t it […]
