EP0076: Ryan Ruud – Unlocking the Power of Metrics

Join Jeff this week on our SaaS Fuel™ Expert Series as he sits down with Ryan Ruud, the founder & CEO of Lake One. Ryan shares valuable insights on leveraging metrics for goal setting and offers strategies to overcome growth obstacles. He highlights the significance of crafting a compelling narrative that attracts customers and effectively positions products when collaborating within teams. The episode concludes by exploring the significance of data-driven decision-making and the evolving landscape of digital media, particularly the rise in popularity of short-form video content. Don't miss out on this episode filled with practical tips to propel your business toward success!

Key Takeaways

[00:10:19] “Get Outside Help: Achieving Perfect Company Positioning”

[00:11:41] “Revamping B2B: Telling Compelling Stories in Manufacturing”

[00:14:44] “Short-form video content takes over storytelling channels”

[00:17:19] “Gusto empowers small businesses, beyond a payroll”

[00:19:03] “Marketing, Sales & Technology: The Battle Begins”

[00:21:36] “Maximizing Data-Driven Decisions through Alignment Agreement”

[00:24:18] “Setting Goals: The Importance of Measurable Metrics”

[00:25:57] “Aligning Team Metrics for Business Success”

[00:29:03] “Businesses Forced to Adapt Quickly During Pandemic”

[00:30:19] “Innovation Emerges as Industries Adapt to Pandemic”

Tweetable Quotes

“The Power of Story in Advertising: It really comes down to story. Why should people care about my business? And what are things that we can do to really tell a great story and make it where people are engaged and care and want to hear more.” — Jeff Mains 00:08:38

“Creating Compelling Stories in B2B: You suddenly start telling a story that puts people in the center of it and it's kind of more interesting and compelling.” — Ryan Ruud 00:11:41

The Importance of Short Form Video Content: “The reality is the majority of the content that's getting consumed right now is TikTok style short-form video content.” — Ryan Ruud 00:14:44

“How to motivate buyers: And ultimately that's maybe their goal is they want to be promoted.” — Jeff Mains 00:16:26

Collaboration between Marketing, Sales, and Product Teams: “No single part of that team is responsible for really figuring out how to put customers at the center. It takes all three to make it happen.” — Ryan Ruud 00:19:03

Measuring Pipeline: “The only way you're going to be able to know when to call it quits is to be able to identify what that early indicator is.” — Ryan Ruud 00:25:57

The Future of Business: “I think the buyer has just become even more in the driver's seat and the brands that understand that and lean to the buyer are the ones that will continue to succeed.” — Ryan Ruud 00:30:19

SaaS Leadership Lessons

  1. Storytelling for Impact: B2B industries can be captivating when storytelling focuses on impact and introduces a villain.
  2. Deep Dive for Growth: Analyzing business operations, SaaS performance, customer feedback, and market trends is vital for identifying growth constraints and finding solutions.
  3. Data-Driven Alignment: Aligning the team on the important metric and agreeing on the data being measured enhances data-driven decision-making.
  4. Collaboration for Customer-Centricity: Collaboration between technology, sales, and marketing teams is critical to placing customers at the heart of the business.
  5. Compelling Product Story: Utilizing storytelling to make the product engaging and positioning it effectively is crucial for attracting customers.
  6. Data-Driven Decision-Making: Leaders should agree on data and analyze business operations, SaaS performance, customer feedback, and market trends to identify the root cause and make better decisions.
  7. Teamwork for Compelling Storytelling: Marketing, sales, and technology teams collaborating can create a captivating product narrative that prioritizes customers.
  8. Impactful Product Messaging: Highlighting the impact on people and creating a sense of urgency can make a product more interesting and compelling.
  9. Metric Agreement for Data-Driven Decisions: Consensus on the metric driving business outcomes is essential for effective data-driven decision-making.

Guest Resources

Ryan’s LinkedIn: https://www.linkedin.com/in/ryanruud/

LakeOne Website: https://lakeonedigital.com/

LakeOne Instagram: https://www.instagram.com/lakeoneco/

Resources Mentioned

LakeOne Website: https://lakeonedigital.com/

Episode Sponsor

Today’s episode is sponsored by the book Small Fish Big Pond: Building a World-Class Business That Swims Circles Around Competitors. Why do some SaaS companies achieve explosive growth while others sink into the depths? Why do some solutions inspire fierce brand loyalty while others are interchangeable? What can we SaaS leaders learn from fish? Small Fish Big Pond delivers powerful marketing and leadership lessons guaranteed to enhance your marketing message, wrap value around clients, and guide their buying journey to conclude that your company is the only solution for them. It includes step-by-step frameworks and time-tested growth tools to attract ideal clients, convert them, and transform them into brand ambassadors. Pick up the print, ebook, or audio today at smallfishbigpond.com or your favorite book source.

Small Fish, Big Pond – https://smallfishbigpond.com/ Use the promo code ‘SaaSFuel’

Champion Leadership Group – https://championleadership.com/