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Co-Founder @ HQLabs // - Engineer, entrepreneur & data-driven marketer. Amateur guitarist. Writing for the Joy of Work! 🎉

A detailed blueprint based on 10 years of online marketing and scaling our SaaS products to more than 20,000 paid business users

Screenshot of a marketing attribution dashboard
Screenshot of a marketing attribution dashboard

I started sweating and the conference room seemed to heat up by the minute. Our Google Analytics account was on screen and my counterpart (let’s call him The Expert) was quickly clicking through menus and options I had never seen before. All I could think of was how to get to the end of this interview without looking like a complete idiot.

So I kept clumsily dodging questions about advanced channel mapping (“Doesn’t the standard mapping work just fine?”), joining cross-device user-journeys (“Our users are pretty much desktop-only.”) and ultimate scalability of our performance marketing mix. …

We’ve spent years perfecting our SaaS controlling setup. Here’s how you can copy what we’ve built, incl. KPIs and templates.

Photo by Stephen Dawson on Unsplash.
Photo by Stephen Dawson on Unsplash.

Any VC will happily tell you about the handful of metrics that really let them compare SaaS companies ‘at a glance’. However, there is scant advice on how to actually, reliably produce the numbers you need to run a SaaS startup. This article will help you build a controlling setup that delivers what you need to steer a growing team and answer any investor questions with confidence.

To get you started, I’ll reveal the controlling process we’ve been perfecting at awork over the last 8 years including a complete list of important KPIs and ways to consistently measure their development.

Use This Blueprint For a Shared Desk Culture Instead

As I enter the office, there is a vibrant buzz of people from different teams engaged in small-talk and project discussions. A group of marketing and product managers is huddled around a laptop in the lounge area, discussing designs over coffee. My co-founder and CTO has moved a whiteboard into an open office space where he’s trying to figure out a server issue with a handful of frontend and backend developers. Across the room, a customer-success call with a key-account is in progress and the manager in charge waves over an engineer to quickly help with a complex integration setup…


A well-run town-hall meeting should be your secret weapon to establish a positive team culture.

All-Hands or Townhall meetings have been a part of startup culture for a long while and our startup awork is no exception. Creating a productive and motivating work culture is more important than ever and I’d like to share the most important lessons we’ve learned since 2012 to help you host a successful All-Hands meeting for your team, too.

What you’ll learn in this article:

  • Why All-Hands meetings are an important part of any company culture
  • How to run an efficient and entertaining All-Hands meeting at the office or remotely
  • What topics to include in All-Hands meetings and how to…

Tobias Hagenau, co-founder @ HQLabs //
Tobias Hagenau, co-founder @ HQLabs //

Hey, I’m Tobi. 👋

I consider myself to be a European, born in Germany, primary school in Switzerland, highschool in Sweden, back in Germany since then. In 2011 I was fortunate enough to be around entrepreneurial people as I finished my engineering degree in Hamburg and a side project with my co-founders Nils and Lucas turned into a business within weeks.

Since then, we’ve successfully raised funds and completely failed at it, too. We built a direct sales team and then transitioned to a fully online, inbound marketing process. We’ve switched customer focus from very traditional mechanical engineers to hipster…

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