You've closed your Series A. The pressure is on. Board wants 3x ARR in 18 months. The temptation is to pour fuel immediately — hire a team, spin up ads, launch campaigns across every channel at once. We've seen this film. It doesn't end well.
The companies that scale efficiently post-Series A are the ones that spend the first 60–90 days building the infrastructure that makes scaling possible. Here's the checklist.
Not "mid-market SaaS" — that's too broad. You need: company size range, revenue range, specific tech stack signals, specific job titles involved in the buying decision, and the triggering events that put them in the market. Without this, every downstream activity is guesswork.
HubSpot or Salesforce with deal stages that match your actual sales cycle. Lead scoring model that distinguishes MQL from SQL properly. Without this, you'll scale a broken pipeline and generate leads your sales team ignores.
UTM taxonomy, conversion events at every funnel stage, first-touch and last-touch attribution at minimum, multi-touch if you can. You need to know which channels drive revenue before you invest in scaling them.
Built from your ICP definition, enriched with contact data, scored by fit and intent signals. This is your ABM universe. Without a clean TAL, ABM devolves into spray-and-pray with a fancier name.
TOFU: category-defining blog post or original research. MOFU: comparison guide, ROI calculator, or competitive analysis. BOFU: case study and free audit/demo offer. These are what your paid media and ABM sequences will drive to.
What constitutes an MQL? How quickly does sales follow up? What happens when an MQL doesn't convert to SQL? What feedback does sales give marketing on lead quality? Without this agreement, you'll scale conflict between teams instead of pipeline.
Every quarter, we talk to founders who closed their Series A 6 months ago, spent $200K+ on ads and agencies, and have almost nothing to show for it. The common thread: they started running before they built the track.
Infrastructure work is unsexy. It doesn't show up in your weekly dashboard as impressions or clicks. But it's the difference between marketing spend that compounds and marketing spend that disappears. Build the foundation first. Then pour fuel.
Free 30-minute session. No pitch. Just a clear look at where you stand and what to prioritise.
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