Fireside Chat Archives - Ascent Conference

SaaS Spend Management for the Modern CFO

Oct 19th, 2022 @3:00 pm

According to studies by Gartner, SaaS expenditure is expected to grow by 25% year-on-year for the next 4 years. What’s more, the modern hyper-growth company on average uses over 60 stakeholders to buy and renew 150 different SaaS tools, with multiple department heads acting as decision-makers in the procurement process. This makes the act of managing a growing SaaS expense within a budget a balancing act that requires the precision of a tightrope walk.

From monitoring SaaS spending, and eliminating unused licenses and shadow IT, to effectively managing contracts and compliance processes across various providers, there’s a lot to be done.
Join Siddharth Sridharan, co-founder and CEO, Spendflo, and Chris Ortega, CEO, Fresh FP&A as they dive deep into the challenges that come with purchasing SaaS tools today and share actionable insights on how modern CFOs can keep track of their growing SaaS sprawl.


Siddharth Sridharan
Co-Founder & CEO
Chris Ortega
Fresh FP&A


Mitigating Risk in the Supply Chain: A Comprehensive Approach

Oct 5th, 2022 @12:00 pm

Enterprises face a constant stream of security and resiliency threats, many of which may be attributed to your supply chain and third party ecosystem. The growing challenge of sustaining business operations in this hyper-connected world has created a need for a comprehensive approach to tackling security and risk across the supply chain. Microsoft’s Edna Conway, VP of Security, Risk & Compliance for Microsoft’s cloud infrastructure, and Marene Allison, CISO at Johnson & Johnson, will discuss the importance of public-private partnership and real-world, tangible approaches to address supply chain security and resiliency.


Edna Conway
VP, Chief Security & Risk Officer, Azure
Marene Allison
Chief Information Security Officer
Johnson & Johnson


How to Leverage ABM and Offline Marketing at Every Stage of the Funnel

Oct 12th, 2022 @1:00 pm

As marketers, we’ve all experienced that moment when we are looking for a new way to engage our prospects – it feels like we have sent email after email, post after post, and it’s simply time for something new. Now’s the time to start a different conversation using offline channels – personalization that comes from sending gifts, direct mail, or hosting events that complement the moment.

Offline programs can often fit into your current marketing strategy, and go hand-in-hand with all things ABM. It can be used in everyday programs as a way to reward highly engaged prospects as they make their way down the funnel or re-engage top accounts and bring a deal across the finish line. And it’s a way to connect with your prospects and customers in a humanizing way – sending champagne or coffee to celebrate promotions and holidays or get-well gifts during a global pandemic.

What you will learn:
– How to engage your audience at every stage of the funnel
– Why identifying your best fit accounts ensure you make the most of your direct mail campaigns
– Using intent and other signals to determine which accounts to engage with direct mail and when


Alex Barca
Director of Demand Generation
Jill Brock
Director, Revenue Marketing

Sponsored by


Best Practices in Scaling Quote-to-Revenue for 10X Growth

Aug 10th, 2022 @1:00 pm

As SaaS subscriptions continue to evolve and become more dynamic, finance plays an ever-important role in supporting flexible deal structures while still ensuring accurate billing, timely revenue recognition, and compliance with new regulations. As your company grows, so too will the complexity of your quote-to-revenue operations.

Learn how your finance teams can best prepare for 10X growth in this fireside chat with our presenters who have firsthand experience running the systems and technology to support growth from $100M to $1B.

Our presenters will discuss how SaaS businesses in the post-subscription era must be agile to meet the needs of today’s customers. While this requires a different quote-to-revenue approach, having the systems to support such as strategy is paramount.

What you’ll learn:
• How to evaluate critical technology capabilities for finance teams
• What systems a business needs when growing from $10M to $100M to $1B
• Why a unified approach to quoting, billing, and revenue recognition is key to understanding the state of your business


Prakash Raina
Leslie Hui
VP, Accounting Ops and Transformation

Sponsored by

Authenticity in Leadership: What it is, Why it Matters, and How to Embody it

Oct 8th, 2021 @11:40 am

According to Edelman, 81 percent of customers won’t buy from a brand unless they trust them, and authenticity is key to building that trust.


Tom Keiser
Katie Burkhart

7 Steps to Automate Your Revenue Process

Oct 8th, 2021 @10:50 am

Learn exactly how today’s SaaS leaders are scaling revenue by automating, centralizing and accelerating their systems from proposals and contracts to billing and renewals.

  • How business leaders are prioritizing workflow automation to eliminate repetitive processes, speed up time to revenue, attract customers and close more deals
  • The latest insights and innovations on buyer behavior, employee trends, tech tools and best practices
  • 7 steps to transforming your revenue operations across proposal management, forecasting, contracts, signature execution, invoicing/billing, onboarding and renewal management


Brad Brochocki
Director of Digital Transformation for Automation
David Kennedy
Practice Director, CPQ & Billing
Mainspring Consulting Group

Product-Led Growth

Oct 7th, 2021 @5:05 pm

Productizing your services and enabling contactless and frictionless selling


Nick Rico
Sr. VP, Growth & Marketing
Nick Mehta

Truths From the Trenches: What it Really Takes to Scale ABM

Oct 7th, 2021 @4:15 pm

In this Fireside Chat, Chris and Kate will discuss when an ABM strategy makes sense, when it does not, key things you need before getting started, and challenges to anticipate across all departments, not just sales and marketing. Tune in for some real truths about putting ABM in place that you might not have considered before.


Chris Marshall
Account-Based Marketing Manager
Kate Athmer
VP of Growth

Kill the Website Relaunch to Achieve Radical Growth

Oct 7th, 2021 @2:35 pm

What are the two most horrifying words in all of marketing? “Website Relaunch.” Website relaunches are expensive, time-consuming, and full of risk — especially for SaaS companies. In contrast, companies winning in the digital marketing arena spend less money and receive better results because they refuse to fund the mythical unicorn that is the long-term website overhaul. Join experts from Kanopi Studios and Pantheon as they discuss how leveraging an iterative approach to your website operations will help you achieve radical growth goals by harnessing the power of data-driven business intelligence.


Sarah Fruy
Director, WebOps Partner Marketing
Anne Stefanyk
CEO & Founder
Kanopi Studios

Sales Coaching at Scale

Oct 7th, 2021 @12:30 pm

As we hover between in-person and remote meetings, delivering real-time coaching is imperative for reps now more than ever.

But how do you coach new reps while maintaining your current customers and nurturing prospects? Catch Chad O’Connor, VP of Sales at Outreach, as he discusses different strategies and tools that will enable you to:

  • Spend more time available to be with customers and strategize on deals rather than reviewing calls
  • Ramp up your new reps faster
  • Inspect deals and pipeline during critical sales stages
  • Ensure account coverage before, during, and after the deal cycle


Chad O’Connor
VP of Sales
Bocar Dia
Sales Coach
Harvard Business School

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