Buyer Led Growth Show

Hosted by Deepstar Strategic

Business Marketing

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Jun 2025

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About the show

B2B tech and SaaS is more competitive than ever before - that's why to win you need to stand out with a strong Go To Market strategy that aligns you with your ideal buyers. On this podcast you'll learn from Andrew Hatfield and Michelle Picoto, Deepstar Strategic's founders, as they highlight and explore what it takes to be a high growth tech company today.

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7 recent

June 30, 2025Episode 16 min

BLG 8 - SaaS Pipeline Blame Game

Stop the Pipeline Blame Game: How Top SaaS Leaders Drive Real GTM AlignmentIf you’ve ever walked out of a pipeline review feeling like sales and marketing are playing two different games, you’re not alone. In this episode, I break down the root causes of the pipeline “blame game” - and share actionable steps used by leading SaaS companies to build trust, boost pipeline velocity, and unite your go-to-market team.Learn how Buyer Led Growth can help you overcome growth challenges while minimising wasted spend.You’ll learn:Why the real killer isn’t bad product or pricing—it’s a trust gap between sales and marketing.The single agenda that gets your team aligned and focused on growth.How to turn finger-pointing into real, compounding revenue.See ⁠⁠⁠⁠⁠https://www.deepstarstrategic.com/podcast⁠⁠⁠⁠⁠ for more episodesConnect with Andrew on LinkedIn: ⁠https://www.linkedin.com/in/andrewhatfield/⁠

May 6, 2024Episode 717 min

BLG 7 - Balancing Buy vs Build for Enterprise B2B SaaS: Live from BNE PMM Meetup

Live from the Brisbane Product Marketing Meetup, Andrew shares details of Deepstar Strategic's research into fast growing enterprise B2B SaaS. Uncover the hidden impact of internal political impacts in the buying committee Understand the difference between value and perceived value Learn how the impact of DevOps and Buy vs Build should guide your PackagingLearn how Buyer Led Growth can help you overcome growth challenges while minimising wasted spend.See ⁠⁠⁠⁠https://www.deepstarstrategic.com/podcast⁠⁠⁠⁠ for more episodesConnect with Andrew on LinkedIn: https://www.linkedin.com/in/andrewhatfield/

April 29, 2024Episode 640 min

BLG 6 - How Complex B2B SaaS Companies Are Growing By Modularising | AU SaaS GTM Executives

Andrew leads the first Australian B2B SaaS Go To Market Executive call where he highlights the difficulty of challenger brands winning new business and how complex solutions can adopt a repeatable product and GTM process to predictably scale growth.Hear from Mei Koon as she shares how she led this process at Squiz as a new CMO and is now enjoying double-digit bottom-line growth.Learn how Buyer Led Growth can help you overcome growth challenges while minimising wasted spend.See ⁠⁠⁠https://www.deepstarstrategic.com/podcast⁠⁠⁠ for more episodesConnect with Mei on LinkedIn: ⁠https://www.linkedin.com/in/meichingkoon/

April 16, 2024Episode 530 min

BLG 5 - From Team Member to CEO: Patrick Coghlan's Blueprint for Leadership and Market Growth at CreditorWatch

Patrick Coghlan, CEO of Creditorwatch, joins Andrew Hatfield to share his unique journey from employee to CEO and his insights on identifying nice market opportunities and the pivotal role of product management in aligning go to market strategy with CreditorWatch's growth goals. Discover how focusing on customer onboarding and targeted service offerings helped Coghlan lead his company to master the SMB segment and drive significant market growth.Learn how Buyer Led Growth can help you overcome growth challenges while minimising wasted spend.See ⁠⁠https://www.deepstarstrategic.com/podcast⁠⁠ for more episodesConnect with Patrick on LinkedIn: https://www.linkedin.com/in/patrick-coghlan-sydney/

April 8, 2024Episode 445 min

BLG 4 - Segmentation driving 120% increase in ACV with rapid expansion revenue

Jay Daley, Head of Product Marketing at Shippit, joins Andrew Hatfield to discuss how being super specific in their Ideal Buyer Profiling led to realigning Product and Go To Market for segmentation and packaging. They're now growing fast with a 70-120% increase in ACV, moving upmarket AND closing deals faster.Learn how Buyer Led Growth can help you overcome growth challenges while minimising wasted spend.See ⁠https://www.deepstarstrategic.com/podcast⁠ for more episodesConnect with Jay on LinkedIn: https://www.linkedin.com/in/jay-daley-0b518764/

March 30, 2024Episode 341 min

BLG 3 - How saying NO is helping this SaaS vendor to 3x their growth | Courtney Bain @ Rokt

Courtney Bain, Senior Product Manager at Rokt, joins Andrew Hatfield to discuss the benefits of focusing on the right opportunities by saying NO. We explore how Courtney is driving Rokt's product development through careful choice of projects and market alignment to deliver a 3x growth improvement. This episode is packed with insights for anyone looking to sharpen their SaaS GTM strategy.Learn how Buyer Led Growth can help you overcome growth challenges while minimising wasted spend.See https://www.deepstarstrategic.com/podcast for more episodesConnect with Courtney on LinkedIn: https://www.linkedin.com/in/courtneybain/

March 30, 2024Episode 146 min

BLG 1 - Old Dog, New Tricks: Mastering Double-Digit Growth for a 25 year old SaaS | Mei Koon @ Squiz

Mei Koon, CMO of Squiz, joins Andrew Hatfield to discuss the challenges joining a 25 year old SaaS company with multiple products and bringing them together with a coherent Go To Market strategy to achieve double-digit growth with less than 5% churn.Learn how Buyer Led Growth can help you overcome growth challenges while minimising wasted spend.See https://www.deepstarstrategic.com/podcast for more episodesConnect with Mei on LinkedIn: https://www.linkedin.com/in/meichingkoon/