The Buyer Flywheel: Built for SaaS SMBs that need proof, not guesswork.
The 5 JOBS of a Revenue Marketer
Job 1: Understand why prospects aren’t converting
Obstacle: Most teams rely on customer feedback, which doesn’t reveal what buyers are thinking before purchase.
Progress: The Buyer Flywheel focuses on active prospects.
Through buyer interviews (minimum 10) and lost-deal analysis, uncover the friction slowing decisions.
(Gartner notes that firms sharing buyer insights achieve 2.3× higher conversion)
Next step: Start with the Buyer Interview Guide (Tools & Resources).
Obstacle: Large attribution systems and big consulting retainers are out of reach for small SaaS.
Progress: The Flywheel uses micro-experiments capped at 5-20% of quarterly budget.
Over a quarter, allocate ~5–20% to high-intent experiments.
Safe to fail, cheap to run, fast to learn.
Based on the Lean Startup principle of "build–measure–learn," encouraging testing small before scaling.
Next step: Use the Micro-Test Budgeting Template (Tools & Resources).
Obstacle: Marketing often measures activity (clicks, impressions) while sales cares about deals.
Progress: The Flywheel tracks one forward indicator: Lead Velocity Rate (LVR) or, if preferred, Customer Acquisition Cost (CAC) or Customer Lifetime Value (CLV).
LVR = month-over-month growth in qualified leads. It’s simple, directional, and keeps both sales and marketing focused on one track.
Next step: See metrics for formula, benchmarks, and LVR calculators.
Job 4: Align the marketing team on what really drives revenue
Obstacle: Many SMBs chase campaigns but lack a system to repeat wins.
Progress: The Buyer Flywheel runs in 90-day sprints:
Days 1–14: Buyer research & friction map
Days 15–42: Run micro-tests
Days 43–90: Scale validated messaging
Each sprint compounds buyer insights.
Next step: Download the 30-Day Sprint Template to get started.
Obstacle: CEOs and CFOs want pipeline predictability; marketing often sounds vague.
Progress: Revenue Marketing forces discipline with
capped budgets,
tests governance, and
applies measurable leading indicators.
It reframes marketing from a cost center into a revenue driver.
Next step: Book a 90-Day Velocity Plan to baseline and align your leadership team.