In selling to business customers virtually every SaaS/XaaS company claims to be pursuing a land and expand strategy, to make their subscription and/or consumption business model generate the growth and profits that their investors and executives are expecting. Some companies are already demonstrating emerging best practices in this area though most startups and fast-growing companies still struggle to make their “strategy” pay off. Why is it such a struggle, and what can they do to crack the code?
Years of field research and work with tech companies have demonstrated that even with vigilant management, skilled engineers, and modern development tools and techniques, anywhere up to 50% of product innovation efforts fail to achieve their objectives of winning and keeping customers. How can CEOs and heads of R&D bring this chronic amount of wasted product development effort under control and focus resources where they can be made to count?