Sep 2, 2026 · 33 min
Customer data reveals SaaS growth hiding in plain sight
1557: Stop Guessing: How to Use Customer Data to Drive Explosive Growth w/ Robert Tan
SaaS companies may be leaving revenue untapped because they understand customer activity without understanding the needs behind it.
- 1Strategic segmentation can uncover overlooked customer groups, new product opportunities, and revenue beyond basic marketing tags.
- 2Qualitative research reveals what customers value, while quantitative data tests whether those insights apply at meaningful scale.
- 3A sharper ideal customer profile can improve positioning, sales, onboarding, support, and other downstream business decisions.
Don't miss
Robert Tan explains how a payroll-company segmentation exercise exposed overlooked opportunities and potential new product lines.
The brief
Robert Tan, a data scientist turned entrepreneur, argues that SaaS companies often leak revenue because they collect customer data without interpreting the needs and patterns beneath it.
A payroll-company case study shows how strategic segmentation can reveal overlooked customer groups and potential product lines—far beyond the basic tags used for email campaigns.
Highpoint’s method combines internal interviews, customer research, and quantitative data; the sequence matters because scale cannot rescue a poorly framed customer question.
Tan warns against relying on hypothetical surveys or AI before establishing context, then connects segmentation to marketing, sales, onboarding, support, and ideal-customer choices.
The practical promise is a 90-day research process that gives SaaS leaders a clearer view of where growth is hiding without making them run the entire investigation.
Featuring
Mailchimp
HubSpotListen to the full episode and explore every guest, topic, and moment on PodLume.