Grow Your B2B SaaS S6E11 - The SaaS CFO Playbook: Metrics, Margins, and Financial Strategy for Founders with Ben Murray
Ready to crack the code on SaaS finances? In this episode, we’re breaking down the numbers behind successful SaaS businesses—without the boring jargon. We’re joined by Ben Murray, better known as The SaaS CFO, who brings over two decades of real-world finance and operations experience. He’s been in the CFO seat at multiple SaaS companies, and now he’s on a mission to help founders and finance leaders make smarter, data-driven decisions.
Ben walks us through his popular Five Pillar SaaS Metrics Framework—a game-changing approach that simplifies the financial side of SaaS with templates, tools, and expert guidance. Whether you're building your first product or scaling fast, this episode will help you understand your margins, track the right metrics, and use your financial reports as a roadmap for growth.
Tune in—it’s time to make your numbers work for you.
Key Timecodes
(0:00) - Introduction: Importance of bookings data and financial management
(0:41) - Episode Overview: Deep dive into SaaS finance metrics with Ben Murray
(1:37) - Guest Introduction: Welcoming Ben Murray, the SaaS CFO
(1:46) - Key Question: Importance of financial reporting for SaaS founders
(2:16) - Common Mistakes: Mismanagement of business with cash flow
(3:26) - Misconceptions: Finance as a priority in early stages
(4:01) - Five Pillar SaaS Metrics Framework: Introduction and overview
(5:16) - Financial Reporting: Growth and bookings data importance
(7:31) - Getting Started: Foundational needs for early-stage SaaS companies
(8:28) - Implementation Steps: Key data sources and tech stack
(10:01) - Data Sources: Financial, customer, HR, and bookings data
(12:32) - Challenges in Metrics: Understanding economic operations
(15:10) - Financial Strategy: Importance of forecasting and metrics
(18:08) - Best Practices: Building a scalable finance function
(20:22) - Popular Beliefs: Complications and simplicity in financial metrics
(21:45) - Gross Margins: Costs in AI tools versus traditional SaaS tools
(23:12) - Opinion on Debt: Financing options for SaaS companies
(24:54) - Community and Resources: Ben Murray’s offerings and insights
(27:27) - Benchmarking: Accurate methods for comparing SaaS metrics
(29:05) - Future Risks and Opportunities: Preparing for 2025 and beyond
(30:54) - Key Advice: Essential tips for SaaS founders
(31:12) - Advice for Early-stage SaaS: Financial foundations and forecasting
(32:01) - Scaling to 10 Million ARR: Five Pillar Metrics Framework implementation
(34:44) - Summary: Key takeaways from the episode
(35:13) - Closing Thoughts: Final remarks and contact information