S1E17 - How to create predictable revenue for your B2B SaaS with Ton Dobbe

Is your B2B SaaS growing predictably? To realize desired growth, it helps to have the traction you can predict. This requires putting in place a working plan, which our expert guest today clearly spells out. Ton Dobbe is most suited to talk about predictable growth, given his many years working in the B2B industry. He is also the author of the informative book titled The Remarkable Effect.

Why you need to listen to Ton: Our guest expert is highly experienced in matters B2B SaaS, having worked in the industry for over 30 years. His book, The Remarkable Effect, provides a tried and tested framework for accelerating your journey towards predictable traction. He has helped several companies with strong products that struggle with growing predictably. From the few business examples he quotes, it is clear that his framework is highly successful for businesses across various industries.

What is predictable traction: Ton defines predictable traction as "the art of turning initial success into reliable acceleration motion of sales, not only in good times but also in bad times." He reckons that while any marketer can create traction for their product, the most important thing is the ability to keep getting up, especially during downturns.

Why did he write The Remarkable Effect framework book: He was inspired by a guest on his podcast to write a book. As such, he wrote the book in which he captured all his past experiences and anecdotes from his podcast episodes. He titled it The Remarkable Effect from the podcast stories of remarkable software company personnel he hosted on his podcast. Ton was interested in discovering what makes remarkable software companies tick.

The value lever of The Remarkable Effect framework: Ton unpacks the building stones of his remarkable effect framework: Value, Viability, and Volume. The value lever forms the foundation of a B2B SaaS, which spells out the remarkable aspects of the business in terms of the value their product or service provides to the ideal customer profile. Further, the business should provide a valuable and desirable product.

Time Stamps

• (0:30) Introduction of today's topic and guest expert
• (1:31) Why you need to listen to Ton
• (04:30) What is predictable traction
• (05:15) Why did he write The Remarkable Effect Framework book
• (08:09­) The value lever of The Remarkable Effect framework
• (11:09) The viability lever of The Remarkable Effect framework
• (17:33) Step 3 The Volume lever of The Remarkable Effect framework
• (22:43) Common mistakes for business in predictable growth
• (26:27) How to implement The Remarkable Effect framework
• (27:46) When does a company need professional help with predictable growth
• (30:30) Advice to B2B SaaS with 10K MRR
• (33:14) Advice to B2B SaaS with 1M ARR
• (36:50) Ton's contact information