UTS Startups Lunch-n-Learn: Elevating SaaS Marketing: From Colouring In Department to Cornerstone of the business with Chris Britton. Discover the transformation of SaaS marketing from a creative department to a strategic powerhouse. Join us for a dynamic "lunch and learn" session where industry veteran, and member of the UTS Start Up Community, Chris Britton shares insights on using the SOSTAC model to prioritise and execute strategic marketing plans in today's SaaS landscape. What You'll Learn: The evolution of marketing within SaaS businesses. Insight into the diverse roles within a modern marketing team. How to set clear marketing objectives and strategies. Practical application of the SOSTAC model for strategic planning. Who Should Attend: SaaS startup founders and teams Marketing professionals and enthusiasts University graduates interested in SaaS marketing Anyone eager to enhance their marketing strategy skills About the Speaker Chris has been an active participant in the Australian software community for close to 30 years. Chris' wide-ranging experience has seen him launch and manage many software products, run multiple marketing teams and manage an entire line of business. Chris is expert in developing product roadmaps that engage customers, and go-to-market strategies excite prospects. Chris is passionate about what he does, focusing on the customer experience and achieving results.

1. Elevating SaaS Marketing:
From colouring-in department to cornerstone of the business

2. tensis.com
1. Evolution of marketing within SaaS businesses
2. Diverse roles within a modern marketing team
3. How to set clear marketing objectives and strategies
4. Practical application of the SOSTAC model
Agenda

3. tensis.com
Introductions
High Trust Automation. Done Well.
By Design.
Automate without coding Taking the pain out of drafting
legal documentsv
Chris Britton
Chief Growth Officer, Tensis

4. tensis.com
Rulestar is a no-code automation platform that enables
you to automate even highly sophisticated documents by
capturing the knowledge of subject-matter experts and
placing it in the hands of your team and Clients.
Smarter Drafter is a leading provider of automated legal
documents for small and mid-sized law firms in Australia.
It's a plug-and-play solution that enables law firms to get
started with document automation immediately.
Our Solutions

5. tensis.com
Objective
The role of a Chief Growth Officer (CGO) in a SaaS (Software
as a Service) business is to lead and execute strategies aimed
at expanding the company's customer base, increasing
revenue, and driving overall business growth.
Responsibilities
The CGO is responsible for overseeing marketing, sales, and
customer success efforts, aligning them with the company's
growth objectives. They typically focus on developing and
optimising customer acquisition channels, ensuring customer
retention and satisfaction, and exploring new market
opportunities, all with the goal of scaling the SaaS business
and achieving sustainable growth.
The CGO plays a pivotal role in shaping the company's
growth trajectory and is instrumental in adapting to
changing market dynamics and customer needs.
The role of a
Chief Growth
Officer

6. tensis.com
Colouring-In
Department

7. tensis.com
Marketing Models

8. tensis.com
Marketing Models
SALES

9. tensis.com
But it’s complicated

10. tensis.com
But it’s complicated

11. tensis.com
But it’s complicated

12. tensis.com

13. tensis.com

14. tensis.com
It’s not just the buyer’s journey

15. tensis.com
It’s not just the buyer’s journey
GET
INVOLVED

16. tensis.com
Setting
Objectives &
Strategies

17. tensis.com
Marketing Model
SOSRAC is a model that can be applied to any commercial situation.
It provides a structured approach to planning and delivers a
framework that can easily be communicated.
Six Marketing Fundamentals
• Situation assesses where a business is presently (where are you
now?).
• Objectives set the mission or goals for the business (where do you
want to be?).
• Strategy is an overview of how to achieve the objectives (how do
you get there?).
• Tactics are the details of strategy (e.g. the marketing mix) (how
exactly do we get there?)
• Actions how do you ensure excellent execution of the plan. (what
is our plan?)
• Control establishes how you know whether you are getting there
(what do you monitor?)
Introducing
SOSTAC

18. tensis.com
Situation (be honest)
• This is your current state
• Size, Growth, Revenue Markets
• Competitors analysis
• Customer analysis
• Internal Analysis
• Brand, channels
• SWOT
Objectives (be real)
• This is not ‘market perception’
• Specific, Measurable,
Achievable, Relevant, and Time-
bound
• Revenue goals
• User numbers
• Churn reduction
SOSTAC

19. tensis.com
Work in threes
STRATEGY 1
STRATEGY 2
STRATEGY 3
TACTIC 1A
TACTIC 1B
TACTIC 1C
TACTIC 2A
TACTIC 2B
TACTIC 2C
TACTIC 3A
TACTIC 3B
TACTIC 3C
Strategy (be specific)
• This is not ‘be the best in
market’
• This is ‘Reduce CAC by moving
sales to 100% online’
• This is ‘Expand to new Zealand
via Partners’
• This is ‘Target the user
community, to generate
demand from bottom up’

20. tensis.com
Work in threes
STRATEGY 1
STRATEGY 2
STRATEGY 3
TACTIC 1A
TACTIC 1B
TACTIC 1C
TACTIC 2A
TACTIC 2B
TACTIC 2C
TACTIC 3A
TACTIC 3B
TACTIC 3C
Tactics (be committed)
• What are you going to do?
• Content
• Marketing automation
• In-Person Events
• PR + Media
• Affiliate marketing
• In product messaging
• Etc.
** Note ** Your tactics link to your marketing budget

21. tensis.com
Actions
Tactic Item Owner Due Date Priority Status Notes
1A What Who When
High
Medium
Low
Green
Amber
Red
Freeform
1A
1A
1A

22. tensis.com
Report against Objectives
• Monthly
• Revenue goals
• User numbers
• Churn reduction
Report progress on Tactics
• Traffic lights
• Performance
• Costs (internal and external)
• Pivots
Control

23. tensis.com
Contact
Chris Britton
Chief Growth Officer, Tensis

24. tensis.com