Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech's most innovative B2B founders. In today's episode, we're speaking with Siddharth Sridharan, CEO & Co-Founder of Spendflo, a SaaS spend management platform that has raised $15.4 Million in funding.

Here are the most interesting points from our conversation:

• Spendflo's Unique Offering: Spendflo not only provides SaaS procurement automation but also acts as a virtual procurement team that guarantees savings by negotiating and managing software renewals.
• SaaS + Service Layer Model: Sid believes the future of SaaS will likely include a service layer for specific segments like mid-market customers, but it won’t be universal across all verticals.
• Market Fit and Customer Profile: Sid emphasizes the importance of understanding your ideal customer profile (ICP) deeply and tailoring offerings to fit their specific needs and stages of their growth.
• The Pandemic Opportunity: Spendflo's founding during the pandemic was advantageous as SaaS spending surged, allowing the company to identify and capitalize on a widespread problem faced by CFOs.
• Event Marketing Strategy: After initial cold outbound struggles, Sid highlights the importance of in-person event marketing combined with account-based marketing for mid-market engagement, including creative approaches like hosting pickleball events.
• Fundraising Lessons: Sid attributes fundraising success to a combination of early traction, a strong team, and a clear vision, supported by participating in programs like Accel Atoms that structure the fundraising journey.

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