Rethinking SaaS Growth: The Power of the Middle Funnel with Rolly Keenan

Show notes at https://carlanderson.xyz/saas-growth/episode-20/In this episode of the SaaS Growth Podcast, host Carl interviews Rolly Keenan, Chief Revenue Officer at Tegrita, a consultancy focusing on the often-overlooked middle of the funnel. They discuss how Tegrita evolved from an Eloqua consulting firm to a middle of the funnel marketing consultancy. Rolly defines the middle of the funnel and explains its importance in aligning various functions like sales, marketing, and customer support to optimize revenue. The conversation delves into practical techniques for effective customer nurturing, the benefits of aligning middle funnel strategies, and the substantial impact on revenue outcomes. They also touch on the book, 'CMO to CRO,' which highlights the need for comprehensive revenue strategies instead of siloed marketing and sales efforts. The episode concludes with practical advice for businesses looking to improve their middle funnel operations.