In this episode of Beyond SaaS, Brian Anderson, a seasoned fractional CMO, discusses the challenges faced by mid-stage tech companies, particularly during sales plateaus. He emphasizes the importance of understanding the ideal customer profile, the nuances of marketing, and the need for effective execution. The discussion also touches on the role of AI in marketing, the significance of building trusted relationships, and the common pitfalls that companies encounter as they scale. Brian shares insights from his extensive experience in helping tech companies grow and navigate their unique challenges.
Takeaways
- Focus on your why and why now.
- Understanding the ideal customer profile is crucial.
- Common challenges include missing nuances in customer profiles.
- Breaking through revenue glass ceilings requires different strategies.
- Marketing and sales are often overlooked in favor of product development.
- AI should be viewed as a tool, not a solution.
- Building trusted relationships is key to success.
- Execution is as important as vision in marketing.
- Keeping clients is cheaper than acquiring new ones.
- The best products don’t always win; marketing matters.
Sound Bites
- “Focus on your why and why now.”
- “You have to maintain the clients you have.”
- “Great products don’t always win.”
- “AI is the tool du jour.”
- “Vision without execution is hallucination.”
Show Notes
BeyondSaaS Transcript
Jason Niedle
Today we’re talking with legendary fractional CMO Brian Anderson of Magnetic Monkey about the mid-stage tech sales plateau and how to break through it. Welcome to Beyond SaaS, Brian. Got a golden nugget for us?
Brian Anderson
Sure. As a marketer, the biggest golden nugget is to focus on why and why now. Entrepreneurs get caught up in the what and how, but people care more about why and why now.
Jason Niedle
Love it. My golden nugget is totally unrelated—I went indoor skydiving. It’s like turning your body into an airplane. Super fun.
So, you’ve had 11 exits, some good, decades of experience in tech growth—give us a high-level view of what you do.
Brian Anderson
I’ve been in global tech marketing for 40+ years, helping companies scale from zero to $20M, $20M to $200M, and beyond. Some were IPOs, others were asset sales. Success has an anatomy, but so does failure.
Jason Niedle
What motivates you to keep doing this?
Brian Anderson
After one of my exits, I thought I’d retire, but I love the art of marketing. It’s misunderstood—everyone thinks they know marketing because they’re a consumer, but that leads to a lot of bad marketing. It’s an art, a science, and a bit of luck.
Jason Niedle
What challenges do mid-stage tech companies struggle with?
Brian Anderson
Biggest challenge? Not understanding their true ideal customer profile (ICP). They paint with broad strokes and miss the nuances—things like language, cultural cues, peer networks. Another challenge is over-engineering—focusing on tech rather than selling a vision. And finally, misplaced priorities—just because you built it doesn’t mean they’ll come. History shows the best product doesn’t always win, the best marketing does.
Jason Niedle
So, too much focus on product, not enough on sales and marketing?
Brian Anderson
Exactly. 90% of venture capital goes to technical founders who build something cool. Getting from $0 to $3M, they can do that. But they don’t build the foundation for real scalability. At each stage—$3M, $10M, $20M, $100M—different strategies are needed.
Jason Niedle
Breaking past $10M ARR is tough. What’s the biggest hurdle?
Brian Anderson
Retention. If churn is over 5%, it’s a red flag. Over 10–15%, you’re in trouble. You’re constantly trying to replace lost customers, and acquiring new ones is way more expensive than keeping existing ones.
Jason Niedle
What should CEOs and CMOs do differently at that stage?
Brian Anderson
Three things:
- Refine ICP—As markets shift, so should your customer profile.
- Adjust strategies—What got you to $10M won’t get you to $20M. New go-to-market strategies, demand gen, lead-to-cash workflows.
- Reassess leadership—Loyalty is important, but some people excel only at certain growth stages. Either redefine their role or let them go.
Jason Niedle
Is that where a fractional CMO like you steps in?
Brian Anderson
Yes. I work with companies that want to change the world. But I also won’t work with people who need to be right more than they need to be successful.
Jason Niedle
Any stories about companies missing their why?
Brian Anderson
Too many to count. In tech, “sex sells,” and that means dashboards and user experience. Many CEOs are obsessed with features but ignore UX, which kills adoption. The best product doesn’t always win—the easiest, most compelling product does.
Jason Niedle
So making a company look great—UI, branding, marketing—matters?
Brian Anderson
Absolutely. One of my companies got acquired by a Fortune 10 company at $20M in revenue. Their execs were shocked at the visibility we had. We looked like a billion-dollar company. Details matter—style guides, brand consistency, and messaging make you stand out.
Jason Niedle
Any advice on selecting the right partners?
Brian Anderson
Fit matters more than experience. If you care more about being right than being successful, you’re not a good fit. The best teams have diverse viewpoints that challenge each other—otherwise, projects fail.
Jason Niedle
Let’s talk AI. What’s your take?
Brian Anderson
AI is today’s buzzword. Five years ago, it was BI. Before that, CRM. Before that, ERP. It’s another tool, not a magic bullet. Misused, it hurts more than helps. Ignored, you end up like Kodak—refusing to evolve.
Jason Niedle
Do you think calling yourself an “AI company” will seem silly in five years?
Brian Anderson
It already does. AI has been commoditized. Everyone slaps AI on their pitch deck, but most of it is hype. Regulatory issues are coming, especially from Europe, and companies will need to adapt.
Jason Niedle
Final thoughts?
Brian Anderson
Marketing is part art, part science, part luck. Luck comes from preparation, execution, and persistence. Vision without execution is hallucination. Too many people hallucinate instead of doing the work.
Jason Niedle
Love it. Where can people find you?
Brian Anderson
MagneticMonkey.com.
Jason Niedle
Awesome. Thanks for being on Beyond SaaS. If you’re a leader in a mid-stage tech company, drop us feedback, like, and subscribe. See you next time!
