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Aug 11, 2022 · 15m · top-founders

He Shut down SaaS to Print Money ($700k) in High Margin Agency model

Andrei Zinkevich · 9m spoken Nathan Latka · 4m spoken
0:00 / 0:00

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In this interview with Nathan Latka, FullFunnel founder Andre Zinkovich explains how he scaled a lean, bootstrapped account-based marketing agency to $700,000 in revenue and leveraged its high-margin cash flows to self-fund the development of a B2B SaaS platform.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 31% of the talking time here. How this is scored →

Nathan as informed peer 2.6 Guest teaching 3.0 Guest disagreement 1.4 Nathan pushing back 2.0
05100:0010:002:17–4:20 · Nathan as informed peer 3/10 FullFunnel's Account-Based Marketing Framework Nathan asks an open-ended question about how FullFunnel operationalizes its pipeline for high-ACV tech clients. Andre explains the step-by-step framework, highlighting alignment audits and common pitfalls where companies rely too heavily on automated campaigns.4:20–7:49 · Nathan as informed peer 5/10 Engagement Structure and Project Pricing Nathan presses on FullFunnel's pricing model, asking why they don't charge per SDR and challenging the 50k project price tag. Andre defends the model, explaining that pricing per SDR would reduce their revenue and outlining their initial low-risk 2k audit phase.7:52–10:58 · Nathan as informed peer 3/10 Sponsor Feature: Scaling with Rocketlane Following an ad read, Nathan questions how a four-person team can service eight high-touch accounts. Andre corrects his assumption by breaking down the revenue tiers, revealing that substantial revenue comes from group bootcamps and on-demand LMS courses rather than pure agency hours.10:58–14:36 · Nathan as informed peer 2/10 Relaunching SaaS and Bootstrapped Growth The conversation shifts to Andre's plans to relaunch a SaaS product using agency cash flows, followed by the rapid-fire Famous Five questionnaire. The dynamic is collaborative and conversational with minimal tension.14:36–15:16 · Nathan as informed peer 0/10 Episode Conclusion and Founder 500 Preview This is a solo outro monologue by Nathan summarizing FullFunnel's growth metrics, revenue per employee, and event attendance details.2:17–4:20 · Guest teaching 4/10 FullFunnel's Account-Based Marketing Framework Nathan asks an open-ended question about how FullFunnel operationalizes its pipeline for high-ACV tech clients. Andre explains the step-by-step framework, highlighting alignment audits and common pitfalls where companies rely too heavily on automated campaigns.4:20–7:49 · Guest teaching 4/10 Engagement Structure and Project Pricing Nathan presses on FullFunnel's pricing model, asking why they don't charge per SDR and challenging the 50k project price tag. Andre defends the model, explaining that pricing per SDR would reduce their revenue and outlining their initial low-risk 2k audit phase.7:52–10:58 · Guest teaching 5/10 Sponsor Feature: Scaling with Rocketlane Following an ad read, Nathan questions how a four-person team can service eight high-touch accounts. Andre corrects his assumption by breaking down the revenue tiers, revealing that substantial revenue comes from group bootcamps and on-demand LMS courses rather than pure agency hours.10:58–14:36 · Guest teaching 2/10 Relaunching SaaS and Bootstrapped Growth The conversation shifts to Andre's plans to relaunch a SaaS product using agency cash flows, followed by the rapid-fire Famous Five questionnaire. The dynamic is collaborative and conversational with minimal tension.14:36–15:16 · Guest teaching 0/10 Episode Conclusion and Founder 500 Preview This is a solo outro monologue by Nathan summarizing FullFunnel's growth metrics, revenue per employee, and event attendance details.2:17–4:20 · Guest disagreement 1/10 FullFunnel's Account-Based Marketing Framework Nathan asks an open-ended question about how FullFunnel operationalizes its pipeline for high-ACV tech clients. Andre explains the step-by-step framework, highlighting alignment audits and common pitfalls where companies rely too heavily on automated campaigns.4:20–7:49 · Guest disagreement 3/10 Engagement Structure and Project Pricing Nathan presses on FullFunnel's pricing model, asking why they don't charge per SDR and challenging the 50k project price tag. Andre defends the model, explaining that pricing per SDR would reduce their revenue and outlining their initial low-risk 2k audit phase.7:52–10:58 · Guest disagreement 2/10 Sponsor Feature: Scaling with Rocketlane Following an ad read, Nathan questions how a four-person team can service eight high-touch accounts. Andre corrects his assumption by breaking down the revenue tiers, revealing that substantial revenue comes from group bootcamps and on-demand LMS courses rather than pure agency hours.10:58–14:36 · Guest disagreement 1/10 Relaunching SaaS and Bootstrapped Growth The conversation shifts to Andre's plans to relaunch a SaaS product using agency cash flows, followed by the rapid-fire Famous Five questionnaire. The dynamic is collaborative and conversational with minimal tension.14:36–15:16 · Guest disagreement 0/10 Episode Conclusion and Founder 500 Preview This is a solo outro monologue by Nathan summarizing FullFunnel's growth metrics, revenue per employee, and event attendance details.2:17–4:20 · Nathan pushing back 1/10 FullFunnel's Account-Based Marketing Framework Nathan asks an open-ended question about how FullFunnel operationalizes its pipeline for high-ACV tech clients. Andre explains the step-by-step framework, highlighting alignment audits and common pitfalls where companies rely too heavily on automated campaigns.4:20–7:49 · Nathan pushing back 5/10 Engagement Structure and Project Pricing Nathan presses on FullFunnel's pricing model, asking why they don't charge per SDR and challenging the 50k project price tag. Andre defends the model, explaining that pricing per SDR would reduce their revenue and outlining their initial low-risk 2k audit phase.7:52–10:58 · Nathan pushing back 3/10 Sponsor Feature: Scaling with Rocketlane Following an ad read, Nathan questions how a four-person team can service eight high-touch accounts. Andre corrects his assumption by breaking down the revenue tiers, revealing that substantial revenue comes from group bootcamps and on-demand LMS courses rather than pure agency hours.10:58–14:36 · Nathan pushing back 1/10 Relaunching SaaS and Bootstrapped Growth The conversation shifts to Andre's plans to relaunch a SaaS product using agency cash flows, followed by the rapid-fire Famous Five questionnaire. The dynamic is collaborative and conversational with minimal tension.14:36–15:16 · Nathan pushing back 0/10 Episode Conclusion and Founder 500 Preview This is a solo outro monologue by Nathan summarizing FullFunnel's growth metrics, revenue per employee, and event attendance details.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 44.2% · guest 55.8%0:00 · Nathan 44.2% · guest 55.8%3:00 · Nathan 8% · guest 92%3:00 · Nathan 8% · guest 92%6:00 · Nathan 50.5% · guest 49.5%6:00 · Nathan 50.5% · guest 49.5%9:00 · Nathan 21.5% · guest 78.5%9:00 · Nathan 21.5% · guest 78.5%12:00 · Nathan 28.7% · guest 71.3%12:00 · Nathan 28.7% · guest 71.3%15:00 · Nathan 61.7% · guest 38.3%15:00 · Nathan 61.7% · guest 38.3%
Sharpest disagreement ▶ 4:38 Rejecting Pay-Per-SDR Pricing

Andre rejects Nathan's suggestion to charge on a per-SDR basis, stating that it would generate significantly less revenue for their lean framework.

 Hardest push from Nathan ▶ 5:33 Challenging Unclear Project Fees

Nathan bluntly challenges Andre's 50k project price, asserting that no client will buy unless the specific deliverables and scope are clearly defined.

 Biggest teaching moment ▶ 9:17 Explaining the Three-Tier Model

Andre corrects Nathan's assumption that four employees are juggling eight full-time consulting accounts by outlining their hybrid model spanning consulting, bootcamps, and digital courses.

 Nathan holds their own ▶ 5:33 Drilling into Value Proposition

Nathan uses his knowledge of agency pricing dynamics to push Andre on how he converts prospects without a transparent upfront deliverable.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
FullFunnel's Account-Based Marketing Framework 3411 Nathan asks an open-ended question about how FullFunnel operationalizes its pipeline for high-ACV tech clients. Andre explains the step-by-step framework, highlighting alignment audits and common pitfalls where companies rely too heavily on automated campaigns.
Engagement Structure and Project Pricing 5435 Nathan presses on FullFunnel's pricing model, asking why they don't charge per SDR and challenging the 50k project price tag. Andre defends the model, explaining that pricing per SDR would reduce their revenue and outlining their initial low-risk 2k audit phase.
Sponsor Feature: Scaling with Rocketlane 3523 Following an ad read, Nathan questions how a four-person team can service eight high-touch accounts. Andre corrects his assumption by breaking down the revenue tiers, revealing that substantial revenue comes from group bootcamps and on-demand LMS courses rather than pure agency hours.
Relaunching SaaS and Bootstrapped Growth 2211 The conversation shifts to Andre's plans to relaunch a SaaS product using agency cash flows, followed by the rapid-fire Famous Five questionnaire. The dynamic is collaborative and conversational with minimal tension.
Episode Conclusion and Founder 500 Preview 0000 This is a solo outro monologue by Nathan summarizing FullFunnel's growth metrics, revenue per employee, and event attendance details.

Statements from this episode (10)

Disclosure
FullFunnel serves clients with ACVs ranging from $100k to $1M
“Generally speaking a series of our clients, we have two sub-segments. The one is service-based companies that are selling high-ticket services, and average contract value is around 500 K, in between 500 To one million. And when it comes to B to B tech companie…”
Andrei Zinkevich Aug 11, 2022 ▶ 1:38
Insight
Massive automation-heavy ABM campaigns fail due to neglected fundamentals
“One of the biggest mistakes I believe these companies are making if When they hear about new, you know, tactics, strategy, whatever it is, ABM, demand generation, they usually don't have skill set, but what they want to do is they want to launch a massive camp…”
Andrei Zinkevich Aug 11, 2022 ▶ 3:35
Assertion Not checkable as stated
FullFunnel's typical project value is around $50,000
“So typical project value is around 50 K for our company.”
Andrei Zinkevich Aug 11, 2022 ▶ 5:36
Disclosure
FullFunnel caps active agency capacity at eight clients
“Considering our capacity, we don't take more than eight clients. And whenever we have let's say empty space. So we just involve a new client.”
Andrei Zinkevich Aug 11, 2022 ▶ 6:15
Assertion Not checkable as stated
FullFunnel is fully booked through Q2 of next year
“So in our case for now, we are fully booked until the end of Q two of the next year.”
Andrei Zinkevich Aug 11, 2022 ▶ 6:26
Prediction Not checkable as stated
FullFunnel projects roughly $700,000 in 2022 revenue
“So this year I believe we'll be close to I mean, projected revenues should be around 700 K.”
Andrei Zinkevich Aug 11, 2022 ▶ 6:37
Assertion Not checkable as stated
FullFunnel generated $200k in revenue in 2021
“Last year it was when we chatted with you, it was 200.”
Andrei Zinkevich Aug 11, 2022 ▶ 6:48
Disclosure
FullFunnel operates with two full-time and two part-time staff
“So two full-time people, two part-time.”
Andrei Zinkevich Aug 11, 2022 ▶ 6:56
Disclosure
FullFunnel expects $500k from consulting, $150k from bootcamps, $50k from courses
“Tier one clients, these are our consultant clients and we generate from consultant. If like, let's say considering this 700, I believe 500 K more or less would come from consultant. Then we have What we launched this year for our tier two clients. So basically…”
Andrei Zinkevich Aug 11, 2022 ▶ 9:29
Disclosure
FullFunnel plans to reinvest consulting profits into building SaaS
“What we are planning to do just to scale our operations and basically diversify the revenue is because we got lots, I mean, our profitability helps us to accumulate some cash that we can again, reinvest in the SaaS product that we started to work last year. Ri…”
Andrei Zinkevich Aug 11, 2022 ▶ 10:22
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