Podcast Summary: The Exit Five CMO Podcast - "Beyond the SaaS Playbook: How Non-SaaS Teams Drive Pipeline with Sandra Rand"
Introduction
In the July 17, 2025 episode of The Exit Five CMO Podcast, host Dave Gerhardt engages in a deep conversation with Sandra Rand, a seasoned fractional marketing leader specializing in non-SaaS B2B companies. The episode delves into the distinct marketing strategies employed by non-SaaS organizations to drive pipeline and achieve their revenue goals, contrasting them with typical SaaS marketing playbooks.
Setting the Stage: The Unintentional SaaS Focus
Sandra Rand opens the discussion by highlighting the podcast’s inadvertent focus on SaaS marketing due to the SaaS-centric backgrounds of the Exit Five team members. She points out the absence of a dedicated space for non-SaaS marketers within the community and the burgeoning need to address the unique challenges faced by these professionals.
“There isn't like a SaaS playbook as far as marketing goes and then a non SaaS playbook like non SaaS that covers a whole. That's the long tail of B2B marketing.”
— Sandra Rand [04:35]
Defining Non-SaaS Marketing
Sandra elaborates on the vastness and diversity within non-SaaS marketing, emphasizing that non-SaaS encompasses a multitude of industries, each with its own set of marketing complexities. She underscores that non-SaaS marketing cannot be pigeonholed into a single playbook, unlike the more streamlined SaaS strategies.
“Non SaaS is not actually a thing because there are more things that are not SaaS than are.”
— Sandra Rand [07:55]
Budget Constraints and Strategic Allocation
A significant difference between SaaS and non-SaaS companies is budget allocation. Sandra notes that non-SaaS organizations often operate with more conservative marketing budgets and tighter margins. This necessitates a more scrappy and resourceful approach to marketing, where every dollar must be justified through strategic investments that directly contribute to pipeline growth.
“Our human capital is what we're offering as far as value goes in a lot of ways, right? Not always humans are expensive and so our margins are different than our SaaS peers.”
— Sandra Rand [11:43]
The Central Role of Sales Alignment
Sandra emphasizes the paramount importance of aligning marketing efforts closely with sales teams in non-SaaS environments. Unlike SaaS companies that might rely on product-led growth (PLG) strategies such as freemium models or demos, non-SaaS firms often depend on relationship-driven sales cycles. This alignment ensures that marketing strategies effectively support long-term sales processes and nurture leads through extended pipelines.
“Non SaaS companies are more events forward. It really requires being in absolute lockstep with sales.”
— Sandra Rand [13:13]
Event-Centric Marketing Strategies
Events emerge as a cornerstone for non-SaaS marketing. Sandra distinguishes between various types of events, from intimate retreats and curated dinners to large industry expos. She highlights the effectiveness of creating memorable, relationship-focused experiences that facilitate genuine connections with potential clients.
“It's much better to be able to have a conversation with someone and get to know them as a human being.”
— Sandra Rand [20:23]
Innovative Approaches to Event Sponsorship
Sandra discusses creative, cost-effective ways to participate in events without the hefty price tags often associated with large booths. She advocates for sponsoring specific event segments, such as breakfasts or themed dinners, to maximize brand visibility and foster deeper engagement with attendees.
“A breakfast sponsor is cheaper than getting your person on stage if you can't afford that. It does over time compound in that recognition and that recall.”
— Sandra Rand [29:40]
Gifting and Personalized Outreach in Referrals
Referrals and word-of-mouth marketing are pivotal for non-SaaS companies with smaller customer bases. Sandra shares insights from recent meetups, emphasizing the importance of personalized gifting as a means to nurture referrals. She advocates for thoughtful, customized gifts that resonate with individual clients, thereby strengthening relationships and encouraging organic referrals.
“Sending them a customized handwritten email like, every time? ... It just goes a long way.”
— Sandra Rand [41:12]
Challenges with Partner Referrals
Addressing the competitive nature among clients, Sandra highlights the difficulty of leveraging client referrals in industries where clients are rivals. She suggests expanding referral programs to include peripheral organizations and non-competitive partners, thereby broadening the sources of referrals beyond direct clients.
“Only 20% of your referral sources are really going to be driving 80% of that referral inbound.”
— Sandra Rand [44:02]
Measuring the Impact of Referral Programs
Sandra advises keeping the measurement of referral programs straightforward, especially for organizations with manageable referral volumes. She recommends simple tracking methods, such as dedicated fields in CRM systems or spreadsheets, to monitor referral sources and their impact on pipeline growth without overcomplicating the process.
“Keep it really simple to start before you over index on tracking tools or measurement tools.”
— Sandra Rand [50:32]
Future Directions and Community Growth
Looking ahead, Sandra shares plans to explore topics like building credibility and enhancing brand experiences within the non-SaaS segment. She expresses enthusiasm for expanding the community’s focus to cover the myriad of verticals within non-SaaS B2B marketing, fostering a richer exchange of ideas and strategies.
“There's so many verticals and non SaaS that can be talked about more specifically. ... I'm excited to just keep uncovering it together.”
— Dave Gerhardt [51:22]
Conclusion
The episode concludes with mutual appreciation between Dave and Sandra for the valuable insights shared. They reiterate the importance of recognizing and addressing the unique challenges faced by non-SaaS marketers, advocating for continued collaboration and knowledge sharing within the Exit Five community.
Key Takeaways
- Non-SaaS Marketing Diversity: Non-SaaS encompasses a wide range of industries, each requiring tailored marketing strategies rather than a one-size-fits-all playbook.
- Budget and Resourcefulness: Non-SaaS companies often operate with tighter budgets, necessitating more strategic and resourceful marketing investments.
- Sales-Marketing Alignment: Close collaboration with sales teams is essential to support longer sales cycles and nurture leads effectively.
- Event-Driven Engagement: Hosting and sponsoring diverse types of events can significantly enhance relationship-building and brand visibility.
- Personalized Referral Strategies: Thoughtful, personalized approaches to gifting and outreach can effectively drive referrals in non-SaaS environments.
- Simple Measurement Practices: Keeping the tracking of referral programs straightforward ensures that measurement remains manageable and actionable.
- Community and Thought Leadership: Expanding the focus to include various non-SaaS verticals can foster a more inclusive and knowledgeable marketing community.
This episode offers a comprehensive exploration of non-SaaS marketing strategies, providing valuable insights for marketers seeking to navigate the complexities of non-SaaS B2B environments.