6533b7dcfe1ef96bd1273375
RESEARCH PRODUCT
How to Sell SaaS: A Model for Main Factors of Marketing and Selling Software-as-a-Service
Joona SelinPasi Tyrväinensubject
Myynin ja markkinoinnin mallitliiketoimintamallitbusiness.industrySoftware as a serviceMarketing communicationSales and marketing modelsCustomer lifetime valuekey performance indicatorsCustomer relationship managementBusiness modelSaaSThe InternetSoftware businessPerformance indicatorohjelmistoliiketoimintaMarketingsuorituskykyindikaattoritbusinesspilviohjelmistotKPISoftware-as-a-Servicedescription
Software-as-a-Service providers have been growing fast while the contemporary research literature has neglected analysis of their business-critical marketing and sales processes. In this paper we collect the key factors characterizing how to market and sell SaaS to business customers into an eight dimensional model. We also use an explorative multi-case study to observe six SaaS providers and validate the model. The interviewed providers emphasized use of the Internet for marketing communication while personal direct sale was the dominating sales approach. Customer acquisition cost was the key performance indicator for marketing and sales while customer lifetime value and churn were the KPIs in customer relationship management. peerReviewed
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2011-01-01 |