Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Siddharth Sridharan, CEO & Co-Founder of Spendflo, a SaaS spend management platform that has raised $15.4 Million in funding. Here are the most interesting points from our conversation: - Spendflo’s Unique Offering: Spendflo not only provides SaaS procurement automation but also acts as a virtual procurement team that guarantees savings by negotiating and managing software renewals. - SaaS + Service Layer Model: Sid believes the future of SaaS will likely include a service layer for specific segments like mid-market customers, but it won’t be universal across all verticals. - Market Fit and Customer Profile: Sid emphasizes the importance of understanding your ideal customer profile (ICP) deeply and tailoring offerings to fit their specific needs and stages of their growth. - The Pandemic Opportunity: Spendflo’s founding during the pandemic was advantageous as SaaS spending surged, allowing the company to identify and capitalize on a widespread problem faced by CFOs. - Event Marketing Strategy: After initial cold outbound struggles, Sid highlights the importance of in-person event marketing combined with account-based marketing for mid-market engagement, including creative approaches like hosting pickleball events. - Fundraising Lessons: Sid attributes fundraising success to a combination of early traction, a strong team, and a clear vision, supported by participating in programs like Accel Atoms that structure the fundraising journey. // Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co