This article summarizes the points made by Balderton’s new Executive in Residence (EIR), Dave Kellogg in an event he ran with our portfolio at Balderton’s offices on how to build a marketing machine.

Dave is a renowned Saas expert, author of Kellblog, and business leader, with more than twenty-five years of experience working across C-Suite, board, and executive roles in some of the world’s most successful SaaS and enterprise software firms.

As an EIR, Dave supports the portfolio by providing a unique perspective on start-up challenges across growth, scaling, US expansion, metrics, and marketing. (Read Dave’s thoughts about the EIR role on his blog here.)

In his fast-paced, interactive presentation Dave touched on the following points:

  • When the C-suite and board say they want a “marketing machine” they’re really saying that they want a black box: money goes in and sales opportunities (or your company’s primary marketing output) come out.
  • How to link inputs and output directly into your marketing budget.
  • When to use both average versus incremental maths in answering the question: how much does an opportunity cost?
  • The need to position complicated topics, specifically attribution, when presenting the marketing machine to the C-suite.
  • Ensuring the marketing machine is linked to the sales machine, without creating duelling models between marketing and sales, or – worse yet – marketing, sales, and finance.
  • Understanding the by-products of this demand generation machine and its impact on communications and positioning.
  • The importance of building a marketing machine in additive layers as you scale over time.