Choosing a marketing agency for a SaaS company
What to ask a marketing agency before hiring them for a SaaS company, and why understanding activation and retention matters more than campaign creativity.
4 min read
SaaS sales collateral often gets built once by marketing and then ignored by sales, because it does not match the objections reps actually hear on calls. Collateral that sales will use has to be built from real deal data, not an assumption of what a prospect might ask.
What sales collateral actually gets used
- A one-pager per use case, with the specific ROI or time-saved number a prospect in that segment cares about.
- Competitive battlecards built from real lost-deal reasons, not guessed objections.
- A simple ROI calculator a rep can walk through live on a call, not a static PDF.
Keeping battlecards accurate
Competitors update their product and pricing regularly. A battlecard reviewed only once a year quietly becomes wrong, and a rep using outdated competitive information loses credibility with a prospect who has done their own research.
Collateral built from a real lost-deal interview gets used. Collateral built from a guess gets ignored.
A short feedback loop with sales
A quarterly check-in asking sales which collateral they actually open on calls, and which they have stopped using, is the fastest way to know whether the marketing team's output is genuinely useful or just accumulating in a shared drive.
The takeaway
Build competitive battlecards with input from lost-deal interviews, not assumptions about why competitors win — the real objections are usually different from what sales expects.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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