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#1 2020-09-14 13:11:55

Ellapogue
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Registered: 2020-09-14
Posts: 9

Aligning SaaS Customer Acquisition In SaaS Marketing

The Software as a Service Sales and Marketing Machine
1 Comment                         Here is a picture I find myself drawing often
It is closely related my last B2B SaaS post regarding old enterprise habits

but it is actually much more general.
Most Web  application  / Software-as-a-Service companies will find themselves spending up to 50% of revenue on sales and marketing.
But,  how much should you spend  on sales vs.
marketing.
And, how tightly integrated do  these  two functions need to be.
Of course it is common wisdom that sales and marketing need to work together, .

But this need is acute for most Software-as-a-Service companies

In enterprise software, where the price point is $100-500K per transaction, the marketing  organization  is only loosely coupled to revenue through lead generation, messaging /collateral / website, and generating awareness through events and PR.
Contrast this with a consumer application, where the tables are turned completely and what sales does exist typically takes the form of partnering and business  development —which may be revenue generating, but is not aimed at closing revenue directly, i.e., getting more users.

Most B2B SaaS offerings and B2B2C Web applications (e.g.

email marketing, Gadget platforms, online survey research, customer and channel support, etc.) tend to fall right in the middle of this graph.
One reason for this is subscription/transaction- based pricing (as opposed to a three year, 1000 user enterprise agreement), as well as the general expectation of a Web or SaaS  application  to cost significantly less than software.
The result is that SaaS companies must continually strive for reduced selling costs, increased marketing efficiency and tighter sales-marketing integration to create a revenue-generating machine—often by leveraging technology to automate as much of the sales cycle as possible from awareness to trial to acquisition and even th rough  to support and add-on selling.
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1 Comment.

Scf Marketing                        April 5

2013 at 11:16 pm                               I am trying to get your picture showing the working of sales and marketing.
Sales and  marketing  are important points for all the business.
And all  the business  is based on customer needs.
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#2 2020-09-14 13:13:39

Ellapogue
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Re: Aligning SaaS Customer Acquisition In SaaS Marketing

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#3 2020-09-14 13:15:17

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#4 2020-09-14 13:16:47

Ellapogue
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#5 2020-09-14 13:18:26

Ellapogue
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#6 2020-09-14 13:20:07

Ellapogue
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Re: Aligning SaaS Customer Acquisition In SaaS Marketing

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#7 2020-09-14 13:21:44

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Re: Aligning SaaS Customer Acquisition In SaaS Marketing

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#8 2020-09-14 13:23:28

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Re: Aligning SaaS Customer Acquisition In SaaS Marketing

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#9 2020-09-14 13:25:21

Ellapogue
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Re: Aligning SaaS Customer Acquisition In SaaS Marketing

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