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 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?