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How Dreamdata Doubled to a $3M Run Rate With Structured SaaS Pricing

Dreamdata co-founder Lars Grønnegaard explains how packages, monthly tracked users and add-ons drive upsells across 120 paid customers.

Lars Grønnegaard · Dreamdata

Published April 4, 2024
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What you’ll learn

Dreamdata co-founder Lars Grønnegaard explains how the B2B marketing data company reached roughly a $3M run rate, about double the year before, with 120 paid customers and around 600 free ones. He breaks down its structured pricing, from a free plan to $5K startup deals and six-figure enterprise accounts, and why packages, monthly tracked users and add-ons drive upsells. Nathan also covers the 45-person team, the cash burn and the $7M Series A.

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Key moments

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Why more tools create data silos

“every time you add a new product, you add a new data silo.”
Watch at 02:25

Designing a free plan with an upsell

“B2B sales cycles are often significantly longer than two months, so you want to look further back, right?”
Watch at 07:15

When a feature should be an add-on

“if you wanna have something as an add on, you need to make sure that the base package makes sense. And often we'll see like that the add on feature is something that is not relevant for everybody.”
Watch at 08:21

Structured pricing from day one

“you want to avoid the situation where you look at your customer base and basically you've got 120 customers and there are 120 different price plans”
Watch at 11:32

Letting revenue catch up with headcount

“this year and first half of next year is sort of about making revenue catch up with the org size.”
Watch at 12:46

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About the speaker

Lars Grønnegaard

CEO & Co-Founder · Dreamdata

Company revenue
$3M

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