Ulf Arnetz watched his revenue drop from $5M to $2M after switching from services to SaaS. Then he discovered a devastating SaaS churn rate of 60% was destroying everything. The product only served CEOs - managers and employees got nothing from it.

Learn how Howwe fixed SaaS retention by rebuilding the product so every employee could see their financial impact on company strategy. The result: zero churn for three consecutive years and revenue recovery to $5.1M ARR with 96% from subscriptions. Ulf also shares how cold-calling CEOs with research-driven conversations produced an 85% meeting rate, and how a self-assessment tool tripled the sales hit rate.

This episode is a masterclass in reducing churn by expanding value beyond the executive buyer to every user in the organization - the key to lasting SaaS retention.

Key Lessons

📉 SaaS retention reveals who your product actually serves: Howwe's 60% SaaS churn proved the product only worked for CEOs. Adding value for managers and employees eliminated churn entirely for three years.
🤝 Sell to CEOs by leading with research, not pitches: Ulf's team achieved an 85% first-meeting rate by cold-calling with company-specific insights about what the CEO is measured on.
🔄 Create buyer pull with self-assessment tools: Howwe's assessment helped CEOs self-diagnose execution gaps, lifting the sales hit rate from 6% to 17% and reducing churn risk post-sale.
💰 Plan for revenue loss during services to SaaS transitions: Revenue dropped from $5.1M to $2M after switching pricing models - budget for worse than expected.
🎯 Measure employee impact on strategy to improve SaaS retention: Letting every employee see their financial contribution to company strategy made Howwe sticky enough for 0% churn.

Chapters

Introduction
Ulf's favorite quote on building a company that does good
What Howwe does and the problem it solves for CEOs
How Howwe differs from OKR and workflow tools
Business support and AI-powered strategic alignment
Revenue, team size, and company metrics
Creating a new category - enterprise execution software
Origin story and founding Howwe in 2012
Transitioning from services to SaaS and the revenue drop
The 60% SaaS churn problem and selling to CEOs
Getting first customers by cold-calling CEOs
Why cold calls achieved an 85% meeting rate
Sales cycle from six months down to three months
Overcoming low close rates with resistant executives
Root cause of SaaS churn and rebuilding for all users
Executive resistance and internal politics
Assessment tool that tripled the sales hit rate
Measuring employee satisfaction and SaaS retention
How Howwe delivers 8-24x ROI in the first year
Competitive landscape and Microsoft entering the market
Lightning round

Resources

Full show notes: https://saasclub.io/358
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