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This post breaks down the real story behind Q2 2025 in SaaS - why CAC paybacks are blowing out, why free cash flow margins are hitting record highs, and how shrinking sales & marketing budgets are reshaping growth across the industry. We also dig into the early signs of “circular economics” emerging in the AI ecosystem, from GPU leasing loops to demand engineered through financing. If you want a clear, data-backed view of where SaaS and AI are heading next, this is the summary you need.

We're breaking down Q2 results for Rubrik, Asana, PagerDuty, and UiPath to reveal how public SaaS companies are navigating a market where growth is harder to come by. ARR growth is slowing across the board, CAC payback is stretching, and companies are shifting focus from aggressive expansion to operational efficiency. We also highlight trends across 40 public SaaS companies, including who's bucking the slowdown and which strategies are driving free cash flow in 2025.

Q2 2025 earnings make one thing crystal clear: in today’s SaaS market, “good” is no longer enough. Across Elastic, Nutanix, Zscaler, GitLab, ServiceTitan, and Figma, growth is the ultimate differentiator. Companies growing 30–50% with strong efficiency are rewarded, while those at ~20% ARR growth face multiple compression—regardless of clean execution or profitability. This post breaks down who’s thriving, who’s struggling, and what the barbell market means for investors and operators alike.

It’s an alternative to the pervasive multi-channel approach that most companies run.

7 Meetings in 5 hours.

Here’s the final stage of our 4 part framework. The Close.

Today I’m going to walk you through a metric that we track religiously - that is often overlooked.

Tonality may be the most important factor in cold calling success. Tonality is related to how you sound when you speak as opposed to what you actually say. There are three kinds of tonality, Rapport Seeking, Neutral and Rapport Breaking tonality. Using the wrong one can seriously hamper your ability to sell effectively.

Despite being a small market, New Zealand is home to some truly innovative and successful technology companies. But, companies like Zero, Pushpay Gentrack and Serko couldn’t have achieved the massive revenue and valuations they currently command without selling to a global market. New Zealand is just too small for any B2B SaaS product to achieve that kind of scale locally. Xero has customers in 180 countries and now generates less than 20% of its revenue in New Zealand.