- We will not achieve our numbers for this year
- Sales and marketing are not speaking the same language
- Our marketing is more of a fulfillment department of activities but not helping in enabling our sales team
- We are losing market share
- Our churn rate is going up
- Our clients’ lifetime value is shrinking, and our client acquisition cost is going up
- Our hand-off process between marketing and sales is broken
You will quickly find out that the real cause of the problem can be uncovered by asking two different questions: “Do we understand the customer journey,” and “When does the customer journey start?”
There are usually six paths where the customer journey will start:
- A content marketing campaign leads to an inbound lead from nurturing.
- Word of mouth results in inbound leads through a referral.
- The sales team reaches out in an outbound sales call, email or LinkedIn InMail.
- A community event to encourage word of mouth marketing.
- Search engine optimization leads to competitive ranking against a search query which results in an inbound lead.
- Social media interaction, such as a tweet, blog post, or linking/sharing/commenting on an article.
Regardless, you have to plan your marketing to excel on those six paths. Traditional sales and marketing organizations will always think that it is a marathon and that they are running against time. In a SaaS organization, we will need to remember that sales are not the finish line.
Recurring Revenue, MRR, a happy customer, multi-year relationships—these are the new podium finishes, and you must structure not only your race plan, but your training, mental game, and marketing and sales teams accordingly.
A successful SaaS start-up is based on rapid growth measure against MRR; anywhere from two to 100 times over a 12-month period.
Traditional vs. Saas Marketing
Traditional marketing activities are:
- Websites – big projects that take 3-6 months to implement
SaaS marketing funnels should reallocate more effort on:
- Help clients gain awareness
- Assist clients with the selection process
- Help clients with onboarding
- Enable clients to USE your online SaaS platform and help them with the pilot so that they can go for expansion
- Educate them to understand the value of enabling other applications on top of the core or the base platform
- Create a stream of ongoing monthly activities on the website to keep it fresh and new (Growth Driven Design)
- E-commerce inbound enabled process