When corporate customers see compelling value in a given SaaS offering they are capable of increasing their adoption rapidly throughout their organization. In recent times this has happened with Box, Netsuite, Salesforce, ServiceNow, Slack, Splunk, Workday, and other vendors’ software. What I don’t see happening often enough is tech executives or sales teams adopting an intentional strategy to help their major customers to expand and deepen their utilization of the product or service in question.
In Crossing the Chasm, author Geoffrey Moore exposed the crucial time gap that exists between how visionary customers buy versus how the majority of potential customers, pragmatists and then conservatives, decide to adopt. While the disruptive nature of technology-based innovation has evolved significantly in the almost three decades since, things don’t seem to have changed much in terms of human adoption behavior. In fact, in today’s extraordinarily competitive market for SaaS / cloud products and services and other technology innovations, it’s even more crucial to understand the difference and adjust your strategy accordingly.