In this episode of Selling the Cloud, hosts Mark Petruzzi and KK Anderson welcome SaaS industry veteran Paul Melchiorre, a leader in sales transformation, private equity investing, and board advisory. With decades of experience across multiple technology revolutions, Paul shares his insights on the evolving landscape of SaaS sales and what it takes to thrive in today's market.

Key Discussion Topics:

The Changing Buyer Behavior in SaaS – How buyers have become more sophisticated, procurement-driven, and selective in their decision-making.

AI’s Impact on Sales & Business Models – How AI is disrupting traditional SaaS models, from pricing to customer adoption strategies.

The Role of Leadership & Culture in Growth – Lessons from Paul's experience in scaling companies to billion-dollar valuations through IPOs and private equity sales.

The Shift to Efficiency in 2025 – Why the coming year will be about operational efficiency, leveraging technology effectively, and moving beyond the “growth at all costs” mindset.

Customer Success & Expansion Challenges – Why product-led growth alone isn’t enough and how SaaS companies must rethink their approach to customer success and expansion.

Common Mistakes in SaaS Sales – Why sales teams struggle to forecast accurately, fail to differentiate beyond their product, and overlook the broader enterprise objectives of their customers.

Tune in now to learn how to adapt and succeed in the AI-driven SaaS economy!

In Part 2, Paul dives even deeper into the challenges and opportunities in SaaS sales, including the future of GTM strategies, sales team efficiency, and what AI-driven selling really means for revenue leaders. Plus, we discuss the biggest pitfalls to avoid when scaling a SaaS company in 2025. Don't miss it—subscribe now to get notified when the next episode drops!

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Episode Summary:

In this episode of Selling the Cloud, hosts Mark Petruzzi and KK Anderson sit down with Evan Huck, CEO of UserEvidence, to explore his inspiring journey from an introverted SDR to the leader of a groundbreaking SaaS company. Evan shares the lessons he’s learned about building resilient teams, fostering innovation, and adapting to the rapidly changing sales landscape.

This conversation dives into the shifting dynamics of B2B sales, the rise of evidence-based marketing, and how startups can thrive in unstructured environments. Packed with actionable insights, this episode is perfect for sales professionals, founders, and anyone looking to navigate the future of sales.

What You’ll Learn:

Evan’s Journey: From SDR to SaaS CEO

Discover how Evan’s early sales experiences shaped his leadership philosophy and his approach to building UserEvidence.

The Changing Face of Sales

Learn why traditional sales strategies are becoming less effective and how tools like AI and evidence-based marketing are driving the future.

Building Teams for Unstructured Success

Evan shares his approach to hiring flexible, creative team members who thrive in undefined roles and environments.

Evidence-Based Marketing: The New Frontier

Explore how leveraging customer proof can break through buyer skepticism and build trust in a crowded B2B market.

Founder-Led Sales vs. Scalable Teams

Hear Evan’s tips for transitioning from hands-on selling as a founder to empowering a team to drive growth.

About Evan Huck:

Evan Huck is the CEO and Co-Founder of UserEvidence, a platform transforming how businesses use customer proof to build trust and close deals. Starting as an introverted SDR, Evan’s unconventional career path is a testament to the power of adaptability, curiosity, and a commitment to doing the hard work.

Key Highlights:

• How the SDR role builds critical skills for any sales career.
• Why early-stage startups benefit from employees with diverse, non-traditional backgrounds.
• The importance of consistent experimentation and fostering a culture of learning.
• The role of AI and automation in transforming sales processes.
• Practical advice for navigating the challenges of scaling a startup.

Resources & Links:

• Connect with Evan Huck on LinkedIn.
• Learn more about UserEvidence: www.userevidence.com.
• Books Mentioned:
• Let My People Go Surfing by Yvon Chouinard
• Amp It Up by Frank Slootman
• You Can’t Teach a Kid to Ride a Bike at a Seminar by David Sandler

Don’t Miss Out:

If you enjoyed this episode, subscribe to Selling the Cloud for more insights from the top thought leaders in SaaS. Leave us a review and share the episode with your network!

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of Selling the Cloud, co-hosts Mark Petruzzi and KK Anderson sit down with Kris Rudeegraap, Co-Founder and Co-CEO of Sendoso, to discuss his journey from being a successful sales executive to building the leading sending platform that’s reshaping how businesses connect with prospects and customers.

What You’ll Learn:

• Kris’s Entrepreneurial Journey: From selling mistletoe as a kid to creating Sendoso, Chris shares the pivotal moments that sparked his transition from sales rep to founder.
• Scaling a Business: Learn how Kris and his team bootstrapped their way to $400K ARR, then scaled to $20M and beyond through intentional decisions about pricing, team building, and logistics.
• Leveraging AI and Innovation: Explore how AI and intent data are transforming outbound sales and marketing strategies, and how Sendoso is using technology to drive personalization at scale.
• Leadership and Values: Kris delves into his leadership philosophy, the importance of collaboration, and how his core values—creativity, human connection, and teamwork—shape Sendoso’s culture.
• Work-Life Balance: Find out how Kris prioritizes family, vacations, and personal time while leading a high-growth company.

Key Quotes by Kris Rudeegraap:

• “Your network is your net worth. It’s not just what you know, but who you know.”
• “AI will automate the mundane, freeing up sellers to focus on human-driven tasks that create real connection.”
• “Being a collaborative leader means I work for my team, not the other way around.”

Join us for this insightful conversation packed with actionable advice for sales leaders, entrepreneurs, and anyone navigating the rapidly evolving world of B2B sales and marketing.

Resources Mentioned:

• Sendoso: sendoso.com
• Books: The Sales Acceleration Formula by Mark Roberge, Amp It Up by Frank Slootman
• Tools: Clay (clay.com)

Don’t miss this episode of Selling the Cloud! If you enjoy the conversation, please subscribe and leave us a review.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of Selling in the Cloud, Mark Petruzzi and KK Anderson are joined by Roee Hartuv, the Revenue Architect and Global Practice Leader at Winning by Design. Together, they explore actionable frameworks and insights for building a sustainable and scalable revenue engine in today’s evolving B2B landscape.

What You’ll Learn in This Episode

1. The Revenue Factory Concept:
2. Discover how the "Revenue Factory" provides a framework for sustainable growth in recurring revenue businesses by applying principles from manufacturing to optimize processes, reduce costs, and ensure customer impact.
3. The Bowtie Go-to-Market Model:
4. Learn how this data-driven model visualizes the entire customer journey—from acquisition to retention and expansion—helping organizations achieve lasting success.
5. Data-First Mindset for Revenue Leaders:
6. Understand why adopting a data-first mindset is critical for modern revenue leaders and how to move away from intuition-based decision-making.
7. Going Beyond Acquisition:
8. Find out why many businesses fail to capitalize on their existing customer base and how focusing on expansion can drive growth more efficiently than traditional acquisition methods.
9. Overcoming Leadership Challenges:
10. Explore strategies for breaking down silos, aligning marketing, sales, and customer success, and building collaborative go-to-market teams.

Key Takeaways

• Revenue Factory Framework: Apply manufacturing principles like quality control, process efficiency, and unit economics to design a scalable revenue engine.
• The Importance of Customer Impact: Whether recurring or reoccurring revenue models, ensuring measurable customer impact is essential for sustained growth.
• The Bowtie Advantage: Move beyond the traditional funnel and track the full customer lifecycle for better retention and expansion.
• Data vs. Gut Feeling: Avoid decision-making based solely on intuition—embrace data-driven strategies to adapt to industry shifts and improve team productivity.

Resources & Mentions

• Winning by Design: Explore their frameworks and methodologies on their website.
• Book Recommendation: The Revenue Factory by Winning by Design.
• Connect with Roee Hartuv on LinkedIn.

About the Guest

Roee Hartuv is a seasoned go-to-market consultant and Revenue Architect at Winning by Design. With a background in sales and strategy, Roee helps companies design efficient, data-driven processes to achieve scalable growth. He has a passion for bringing proven frameworks from other industries to B2B recurring revenue models.

About the Podcast

Selling in the Cloud is your go-to podcast for decoding the art and science of B2B sales in the SaaS industry. Join co-hosts Mark Petruzzi and KK Anderson every week as they explore strategies, insights, and experiences from top thought leaders in sales.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.