How to Sell SaaS: A Model for Main Factors of Marketing and Selling Software-as-a-Service
Tyrväinen, P., & Selin, J. (2011). How to Sell SaaS: A Model for Main Factors of Marketing and Selling Software-as-a-Service. In B. Regnell, I. Weerd, & O. Troye (Eds.), Software Business, Second International Conference, ICSOB 2011, Brussels, Belgium, June 8-10, 2011, Proceedings (pp. 2-16). Lecture Notes in Business Information Processing, LNBIP (Vol 80, Part 2). Berlin Heidelberg: Springer-Verlag. doi:10.1007/978-3-642-21544-5_2 Retrieved from http://www.springerlink.com/content/r81k74081q03j732/fulltext.pdf
Julkaistu sarjassaLecture Notes in Business Information Processing, LNBIP
© Springer-Verlag Berlin Heidelberg 2011. This is an electronic final draft version of an article whose final and definitive form has been published in the conference publication "Software Business" by Springer.
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.
KonferenssiICSOB 2011, Brussels, Belgium, June 8-10, 2011
Kuuluu julkaisuunSoftware Business, Second International Conference, ICSOB 2011, Brussels, Belgium, June 8-10, 2011, Proceedings