Established and new ISVs, telcos, hosters and other tech providers are
launching SaaS services at an ever-increasing pace, and that's great.
However, many of these initiatives fail to attract leads and customers in the
volume expected, resulting in management, market and shareholder
disappointment. Why is this?
While organizations spend a LOT of time understanding the technical
transformation required to build a SaaS service, they fail to understand that
this is just the anchor of the transitional bridging they must do. In order
to gain share and revenues they must deal with the remaining pieces of the
bridge-to-service success, which are mindset, organizational structure and
go-to-market tactics. Let's take a look at a basic blueprint for bridging to
commercial SaaS success:
Mindset - Product to Service (P-2-S): Services require a mindset of
continuous relationsh... (more)
For SaaS Success, Mindset Matters Most
For organizations that are launching, building or in the market with SaaS
offerings, success varies widely. Many of these organizations and the people
in them have roots in the software, appliance or hardware product businesses.
To succeed as a SaaS provider, you have to build a great service, that's a
given. But equally important, but you must transition from a product to a
service mindset. If you have a product mindset in a service business, you
will be blind to many of the issues that matter, and risk making poor
organizational, strategic ... (more)
When I talk about Viewpoint, the first question I usually get is, "well, who
does this well?"
The godfather of Viewpoint in the new era of cloud computing is clearly
Salesforce.com. As I have written here, SalesForce.com's "The End of
Software" created a unique and compelling Viewpoint that aligned with the
aspiration and frustrations of their target customers who needed faster and
easier visibility into the sales pipeline and performance. As they and the
market have matured, they have adeptly shifted to "The Social Enterprise,"
seeking to capitalize on the technology, enviro... (more)
"The Cloud Changes Everything" is heard so often that it is a cliché. But
then again, distributed energy production and transmission enabled our 20th
century manufacturing revolution and the interstate highway systems changed
our society. Those of us who practice B2B technology marketing are living in
the most interesting time of our careers. Not only is social media changing
our communications channels faster than our ability to manage them, but cloud
economics and delivery is changing our products and our customers. In order
to thrive and succeed in cloudy times, we must be dis... (more)
Many ISVs are making dramatic shifts to become SaaS providers. This requires
a shift in mindset from product to service and in organization from linear to
circular. Once these shifts are under way, in order to succeed and stand out,
ISVs we must now bridge their go-to-market strategy, objectives and tactics
from Evaluation to Experience.
Today's customer has little patience for white papers, datasheets, detailed
feature function product specs and the like. They may attend a webinar, but
the next step is experience. Even for large organizations with complex buying
behavior, the e... (more)