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Louis Jonckheere. He\u2019s one of the co-founders of Showpad which is the second company that he\u2019s founded. He and his co-founders founded the mobile development agency, In The Pocket, in 2010 where he still is on the board. Prior to In The Pocket, he was a strategic project manager at NetLog where he first met one of his co-founders. He also holds a masters degree in law and business and he\u2019s currently the Chief Product Officer at Showpad.

Famous Five:
Favorite Book? \u2013 The Hard Thing About Hard Things
What CEO do you follow? \u2013 Elon Musk
Favorite online tool? \u2014 Google Apps
How many hours of sleep do you get?\u2014 5-6
If you could let your 20-year old self, know one thing, what would it be? \u2013 \u201cThat you should\u2019ve sold your first company sooner\u201d

Time Stamped Show Notes:
01:21 \u2013 Nathan introduces Louis to the show
02:05 \u2013 Louis is the one responsible for product design and engineering, and he\u2019s also in charge of the product marketing team
02:36 \u2013 Louis collaborates with their sales team
02:50 \u2013 Louis asks their sales team about the improvements they could make to the product depending on customer feedback
03:13 \u2013 Showpad is a sales enablement platform
03:22 \u2013 Showpad creates a content management system for their clients
03:47 \u2013 The marketing team uses Showpad to reach salespeople
04:14 \u2013 The salespeople are in the same company
04:27 \u2013 90% of what marketing creates never gets used
04:47 \u2013 Showpad is used internally in businesses
05:36 \u2013 Showpad is a SaaS business
05:51 \u2013 Average contract value is $50-60K per land deal
06:46 \u2013 A customer that signed-up can grow up to an average of 140% in 12 months
07:04 \u2013 The upsell happens gradually
07:43 \u2013 Showpad uses Stripe for credit card payments
07:58 \u2013 Showpad also uses Salesforce, NetSuite and HubSpot
08:12 \u2013 Showpad currently has 997 customers
08:30 \u2013 ARR is a bit over $20M
08:35 \u2013 Showpad has a big group of SMB customers
09:05 \u2013 Showpad only has annual contracts so they\u2019re not focused on MRR
09:15 \u2013 ARR goal this year is around $25-28M
09:48 \u2013 Team size is 220 with 30 sales people
10:00 \u2013 Showpad was launched in 2012
10:11 \u2013 Showpad was bootstrapped for 2 years
10:35 \u2013 The \u201cbootstrapping mentality doesn\u2019t get you to scale\u201d
10:45 \u2013 Paid advertising spend was around $60-70K in a month
10:58 \u2013 Consists mostly of AdWords and LinkedIn ads with some Facebook ads
11:25 \u2013 Total money raised is $61M and the last round was a series C
12:15 \u2013 Showpad has been very lucky with their investors
12:58 \u2013 Showpad will be Louis\u2019 first financial win
13:07 \u2013 In The Pocket is a profitable mobile agency
13:51 \u2013 Gross annual churn in 2016 was 6%
14:15 \u2013 As a platform matures, churn risk increases
14:42 \u2013 Net churn is around 30-35% in revenue
15:03 \u2013 Showpad has lost around 1-2 customers since they started
15:33 \u2013 CAC for the key cohort
15:42 \u2013 The golden rule for SaaS is for every dollar spent, you should get a quarter in return within 12 months
16:00 \u2013 Showpad currently has a 12-month payback
17:02 \u2013 LTV is around 5 years
17:28 \u2013 LTV in dollars is around $250K over 5 years
17:52 \u2013 Showpad is always aggressive with their targets
18:50 \u2013 Showpad has been adding dynamic mind maps to their product
19:33 \u2013 Most enterprise customers have been spending money on agencies to build a custom navigation presentation
19:48 \u2013 This is already a part of what Showpad offers
20:14 \u2013 The best marketing strategy for Showpad is events sponsorships
20:40 \u2013 Showpad has rented party buses for their customers in Europe
21:12 \u2013 Gross margin is 85%
21:25 \u2013 Revenue target by the end of 2017 is $28M to 30M
22:30 \u2013 2016 revenue was $16.5M
24:21 \u2013 The Famous Five

3 Key Points:
Marketing teams should coordinate with sales teams to find how they can make that successful deal.
Don\u2019t discount a marketing strategy that may seem unconventional; it could be the very strategy that works.
Reach for the best\u2014set an aggressive target for your company.

Resources Mentioned:
The Top Inbox \u2013 The site Nathan uses to schedule emails to be sent later, set reminders in inbox, track opens, and follow-up with email sequences
GetLatka - Database of all B2B SaaS companies who have been on my show including their revenue, CAC, churn, ARPU and more
Klipfolio \u2013 Track your business performance across all departments for FREE
Hotjar \u2013 Nathan uses Hotjar to track what you\u2019re doing on this site. He gets a video of each user visit like where they clicked and scrolled to make the site a better experience
Acuity Scheduling \u2013 Nathan uses Acuity to schedule his podcast interviews and appointments
Host Gator\xa0\u2013 The site Nathan uses to buy his domain names and hosting for the cheapest price possible
Audible\xa0\u2013 Nathan uses Audible when he\u2019s driving from Austin to San Antonio (1.5-hour drive) to listen to audio books
Show Notes provided by Mallard Creatives