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Dave Kellogg

Executive in Residence, Balderton Capital · 1 appearance on the record.

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executiveoperatorauthorinvestorhost@kellblog ↗LinkedIn ↗kellblog.com ↗

Dave Kellogg is an enterprise software executive who previously served as CEO of Host Analytics and MarkLogic, and CMO of Business Objects. He advises high-growth SaaS startups and publishes widely read analysis on go-to-market strategy and metrics on his site, Kellblog.

10statements → 7claims → 1claims resolved → 3.9/5average certainty → 1.5/5average debate potential → 4said about them ↓

0 supported 1 partly supported 0 contradicted 6 not checkable as stated how the 7 claims stand · each chip opens the sources

7 assertions · 3 insights · every statement was checked. The predictions and assertions are the 7 claims: statements the public record can support or contradict. 1 is resolved, and 6 name no date, number or outcome precise enough to check. Everything else (opinions, insights, what ifs, disclosures) can never be settled by the record, so it carries no assessment.

The record, in short

What the tape says about how Dave argues and how the claims held up. Everything they said, and everything said about them, is in the tabs below.

How they sound: not measured why? →

We measure speaking style by listening to the audio itself, and a fair number needs at least 2,000 words from one person on tape we have measured. There is too little of Dave Kellogg on measured tape to publish a rate. This says nothing about how they speak.

Everything Dave Kellogg said on Top Founders that made the record, most notable first. Filter by type, assessment or year in the ledger →

Insight
EPM software seat counts depend on centralization philosophy, not company size
“Corporate finance departments don't actually scale that much with the size of a company, and the number of users of our kind of software actually varies much more with the corporation's centralization philosophy. So some big companies are super centralized, an…”
Dave Kellogg Sep 10, 2017 ▶ 4:29 778: SaaS: With $80M Raised, He Left Salesforce to Bring Finance Departments to The Cloud
Insight
Startups can hit $1M ARR with bad ideas, but rarely $10M
“You can get to one million with a bad idea. It's hard to get to 10 with a bad idea, right? So, so it's kind of a rite of passage to say there's a lot of risks taken out of it. If you can, you know, get to order a magnitude ten million in ARR there's a lot of r…”
Dave Kellogg Sep 10, 2017 ▶ 10:36 778: SaaS: With $80M Raised, He Left Salesforce to Bring Finance Departments to The Cloud
Assertion Not checkable as stated
Host Analytics won CFO deals using 75-cent 'I heart EBITDA' stickers
“And we've won business literally for the cost of a 75 cent sticker. I met a CFO of a public company in a restaurant. One of my guys met a CFO of a public company in a bar. People just come up and start talking to you and wow, 75 cents.”
Dave Kellogg Sep 10, 2017 ▶ 12:44 778: SaaS: With $80M Raised, He Left Salesforce to Bring Finance Departments to The Cloud
Insight
Discounting multi-year prepays below your churn rate creates a win-win
“If you're giving a discount smaller than your churn rate for a multi-year prepay, everybody wins.”
Dave Kellogg Sep 10, 2017 ▶ 15:30 778: SaaS: With $80M Raised, He Left Salesforce to Bring Finance Departments to The Cloud
Assertion Partly supported
Cloud penetration in enterprise performance management software is only around 5%
“If you look at the cloud penetration of this market, it's around five percent.”
Dave Kellogg Sep 10, 2017 ▶ 19:37 778: SaaS: With $80M Raised, He Left Salesforce to Bring Finance Departments to The Cloud
Assertion Not checkable as stated
Finance departments lag sales by 10 to 15 years in cloud adoption
“Like the finance department is like 10 to 15 years behind sales in adoption. If you take the two endpoints, right, sales was the first department to go cloud, and finance is really the last department to go cloud.”
Dave Kellogg Sep 10, 2017 ▶ 19:56 778: SaaS: With $80M Raised, He Left Salesforce to Bring Finance Departments to The Cloud
Assertion Not checkable as stated
Host Analytics had roughly $10M ARR when Dave Kellogg joined
“So, so I think it was, let's just say plus or -10 in ARR.”
Dave Kellogg Sep 10, 2017 ▶ 10:32 778: SaaS: With $80M Raised, He Left Salesforce to Bring Finance Departments to The Cloud
Assertion Not checkable as stated
Host Analytics grew ARR roughly 4x during Dave Kellogg's tenure
“So I'd say grow it four, four X plus or minus over the timeframe.”
Dave Kellogg Sep 10, 2017 ▶ 11:20 778: SaaS: With $80M Raised, He Left Salesforce to Bring Finance Departments to The Cloud
Assertion Not checkable as stated
Host Analytics maintains an aggregated average selling price around $70,000
“If you do the math on what I said, the ASP aggregated is around 70 K a year.”
Dave Kellogg Sep 10, 2017 ▶ 14:46 778: SaaS: With $80M Raised, He Left Salesforce to Bring Finance Departments to The Cloud
Assertion Not checkable as stated
Host Analytics spends approximately $1.50 to acquire $1 of new ARR
“You know, buck 50, I'd say typically in a bad quarter, two bucks. In a good quarter, we can beat the buck 50.”
Dave Kellogg Sep 10, 2017 ▶ 16:25 778: SaaS: With $80M Raised, He Left Salesforce to Bring Finance Departments to The Cloud

The other half of the tape: Dave Kellogg's own voice is left out of every number here. Other people bring the name up 4 times in 2 episodes on Top Founders. every mention, with the transcript →

Who brings them up most Nathan Latka 2

Every mention by year

tap a year for its mentions
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011201720182019202020212022episodes it came up in
0010.521201720182019202020212022episodesmentions per episode
2022 2 mentions in 1 episode
2017 2 mentions in 1 episode

Appearances (1)

EpisodeDateSpeaking time
778: SaaS: With $80M Raised, He Left Salesforce to Bring Finance Departments to The Cloud Sep 10, 2017 11m
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