In this episode of Hold The Churn, we sat down with Mike Weir, CRO at Finalis and former CRO at G2, to talk about what it really takes to build a revenue machine in the modern SaaS era.
Mike has spent his career at the intersection of product-led growth and enterprise sales — at G2, he had a front-row seat to how software buying has fundamentally changed over the last decade.
What We Covered
The G2 playbook for revenue growth
G2 is one of the most interesting revenue models in B2B software — they monetize both sides of the marketplace. Mike shares how they thought about growing seller revenue while maintaining the trust that makes the buyer side valuable.
Product-led growth meets enterprise sales
PLG works great for getting users into the product. But converting usage into enterprise contracts requires a different motion entirely. Mike breaks down how G2 built a sales motion on top of a PLG foundation.
The transition from CRO to CRO
Moving from G2 to Finalis — from a large, established revenue org to an earlier-stage company — required a complete reset of how Mike thought about building. He shares what transferred and what he had to unlearn.
Building for usage-based revenue
Finalis operates in the wealth management space with a model that ties closely to transaction volume. Mike talks about how this changes the sales motion, the CS motion, and the way you think about account health.
What most CROs get wrong about customer success
Mike has strong opinions about how the CRO-CS relationship should work. Spoiler: he thinks CS should be a revenue function reporting to the CRO in most cases.
Key Takeaways
On the buyer journey: "The way buyers research and evaluate software has completely changed. They come into conversations much more informed than they did five years ago. The sellers who win are the ones who can add value on top of what buyers already know — not the ones who try to control the information flow."
On CS as revenue: "If your CS team isn't carrying a number, you're leaving money on the table. Expansion is the most capital-efficient revenue you can generate, and it should be owned and incentivized accordingly."
On building at different stages: "The skills that make you a great CRO at scale aren't the same skills that make you a great CRO at an earlier stage. At scale, you're optimizing a machine. At an earlier stage, you're still figuring out what the machine should look like."
Listen to the Episode
Full episode available on Spotify, Apple Podcasts, and YouTube. Links in the description.