Recently, I had the pleasure of being a guest on Mark Osborne‘s podcast: The B2B Growth Blueprint Podcast. Mark’s podcast is a series featuring in-depth interviews with founders and CEOs from B2B SaaS and professional services companies. The content focuses on practical, sustainable growth strategies for entrepreneurs and business leaders aiming to scale effectively and attract Series A investment, with an emphasis on strategic marketing and proven systems rather than short-term growth tactics. 

In this interview, we spoke about my journey as a technology executive and discussed Premonio’s approach. Below is an overview of our conversation, and a link to the YouTube video of it is here:

Mark opened the podcast by introducing my background. He mentioned my 30 years of experience in various leadership roles across industries. Next he noted my transition from naval architecture to technology and business. I shared my immigrant story and how a chance conversation led me to study Naval Architecture at UC Berkeley. However, as shipbuilding moved overseas, I pivoted to a business career by obtaining an MBA from MIT and eventually found my way into Silicon Valley’s tech scene.

Transition to Revenue Operations

Mark asked about my journey into revenue operations. I explained that during my time managing substantial budgets, I recognized significant flaws in traditional forecasting and cost-control methods as they related to managing sales and marketing pipeline generation. The lengthy and error-prone process of consolidating different (mostly Excel) models motivated me to create a cohesive analytical approach that could function without prior data—an essential feature for startups in disruptive markets.

What is Premonio?

Mark then inquired about Premonio and its purpose. I described our “GOALS” software as a “predictive revenue optimization system” akin to a flight simulator for businesses. It allows companies to model various scenarios — like hiring decisions or marketing expenditures — by first creating and testing the flight simulator, i.e., a high fidelity “digital facsimile” of their revenue production. By thus modeling strategic decisions and revenue plans eliminates the risks associated with real-world implementation. By calibrating such digital models against actual pipeline performance and the underlying activities enables organizations to quickly diagnose performance, allowing them to adjust their strategies based on data emerging real-time.

Key Features of Premonio

We discussed the core functionalities of Premonio:

• Scenario Modeling: Users can simulate different business decisions and their potential impacts on revenue.
• Rapid Feedback Loop: The system provides quick diagnostics on performance, allowing businesses to adjust strategies promptly.
• Integration of Functions: By unifying sales, marketing, and finance data, Premonio helps businesses optimize customer acquisition costs (CAC).

The Importance of Data-Driven Decision Making

Mark emphasized the need for agility in decision-making processes for startups. I agreed, noting that many startups fail to iterate quickly enough on their assumptions. By digitizing operations and employing a unified data set, companies can make informed decisions that adapt to changing market conditions.

Pressure Testing Assumptions

Mark highlighted how Premonio allows businesses to pressure test their assumptions at various levels. I explained that this capability enables companies to track campaign performance metrics like click-through rates and conversion rates in real-time. This diagnostic tool helps identify what strategies are effective early in the process.

Navigating Uncertainty

We discussed how startups often venture into the unknown with their business models. I stressed the importance of quick experimentation and being willing to challenge assumptions continuously. This iterative approach is vital for identifying effective strategies before they become costly mistakes.

The Future of Revenue Operations

As our conversation wrapped up, Mark and I reflected on the landscape of revenue operations for startups. With tools like Premonio’s GOALS, businesses can manage uncertainties with greater confidence by leveraging predictive analytics and scenario modeling. Our discussion underscored the significance of innovation in business practices and how technology can empower companies to make smarter decisions faster.

Overall, it was a great discussion that offered insights into how startups can leverage data-driven strategies for sustainable growth and success in an increasingly competitive market.

Thank you, Mark, for this opportunity to be on your podcast. Here is the link to listen to a YouTube recording of the podcast.