Craft Ventures
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Craft Ventures

The Cadence: How to Operate a SaaS Startup

You think you need a COO. What you really need is an operating philosophy.

Ironically, the better the startup is doing, the more chaos there is. This is one of the few startup problems that growth doesn’t solve — in fact, it’s caused by growth.

The two key systems in a SaaS startup are the Sales-Finance System and the Product-Marketing System. Synchronizing them creates an operating cadence.

The Sales-Finance System

The Sales Calendar

The Finance Calendar (Fiscal Year)

Board Meetings

The Product-Marketing System

The Product Calendar

The Marketing Calendar

Using a launch event to focus the world’s attention is a simple trick that has been foundational to the success of Elon Musk, Steve Jobs, and Marc Benioff. If event-based marketing has been effective for the most successful founder/CEOs in the history of our industry, why aren’t you doing it?

If you have product-market fit sufficient to raise a series A or B and are scaling from 50 to 500 employees, you have a fan base. You can engage this community. It may start small. It may only be a few dozen people at the first event, but it will grow.

Snapping the Systems Together

Step by Step





Craft Ventures is an early-stage fund dedicated to the craft of building great companies.

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David Sacks

General Partner and Co-Founder of Craft Ventures. Previously: Founder/CEO of Yammer. Original COO of PayPal.