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Just look at customer acquisition vs retention statistics. What if I am starting out a business and don’t even have leads, not to mention SaaS customer acquisition strategy? And don’t forget that buyer persona-focused and well-designed packages can deeply affect your prospects and encourage them to make a buying decision faster. How to avoid mistakes while implementing your SaaS customer acquisition strategy? Are all mistakes equal? MORE
Q: What was the biggest acquisition failure or missed opportunity by a company? The post What was the biggest acquisition failure or missed opportunity by a company? It’s hard to really force rank a list, especially of deals you don’t know about. And it’s easy to be an arm-chair quarterback on all this. Still, my partial list in Cloud/SaaS: Google letting Microsoft buy / outbid for Github for $7.5b. If you want to own the developer relationship, you own Github. Microsoft knew this. MORE
Micro startup acquisitions. But before we dive into that, we need to look into what micro startup acquisitions are and why you need to sit up and take notice. Micro Startup Acquisitions: What Are They, and Why Should I Care? Micro Startup Acquisition Trends. MORE
How to think about costs in your customer acquisition strategy. If all you care about is optimizing for customer acquisition, you might think all five ads were created equal and allocate your budget accordingly. Pure customer acquisition metrics are popular, but dangerously inexact tools for calibrating and scaling your company growth. What is Customer Acquisition Cost (CAC)? How Customer Acquisition Cost (CAC) works day-to-day. MORE
NYSE: SAIL), the leader in identity security for the cloud enterprise, today announced the completion of its acquisition of Intello , an early-stage SaaS management company that helps organizations discover, manage, and secure SaaS applications. MORE
The post Data-Driven Outbound as an Acquisition Channel appeared first on Sales Hacker. Sales Development Live Events MORE
Q: What happens to the founders after big tech acquisitions? Salesforce is particularly good at minting leaders out of its acquisitions. If the acquirer has leverage, they will often ask for 20%-40% of vested shares to be revested over a period following the acquisition. In private acquisitions, 5%-25% of the deal is generally placed in escrow as contingent payments for issues that come up. The post What happens to the founders after big tech acquisitions? MORE
What Credit Karma’s acquisition will mean for its products. … The post Credit Karma’s acquisition; FICO’s new scoring system; Better tech for tenants, and more appeared first on Andreessen Horowitz. This first appeared in the monthly a16z fintech newsletter. Subscribe here to stay on top of the latest fintech news. . IN THIS EDITION. The hype around FICO’s new credit scoring system. MORE
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There’s a little bit of work to do still, but you know, tonight the title of my talk is how to make user acquisition practically free. So I have thought for a really long time, and I wrote a book about this, but the more I think about how to drop the cost of user acquisition, the more clear it becomes to me that it’s not about the typical model that people have in their mind when they’re thinking about this, and the typical problem set that people are trying to solve. MORE
An acquisition can make or break your startup. Take IBM’s recent purchase of RedHat to accelerate hybrid cloud adoption, or Salesforce’s acquisition of Mulesoft to coordinate, unlock, and integrate customer data better than any competitor. As a former M&A attorney and serial SaaS founder myself, I’ve experienced acquisitions from every point of view. Always always always check to make sure you have clean rights to an acquisition target’s technology. MORE
When it comes to content acquisition, most of the battle is fought in the strategic arena: how you plan your content and what you produce has almost everything to do with the pliability and elasticity of your conversion optimization efforts. MORE
Today we’re taking a deep-dive into one of the most crucial SaaS metrics around: customer acquisition cost (CAC). HOW TO CALCULATE CUSTOMER ACQUISITION COST. Customer acquisition cost is designed to tell you how much you need to spend to acquire a single new customer. For example, if you spent $5,000 apiece on sales and marketing in a given month, and closed 10 new customers over that same time period, that month’s Customer Acquisition Cost would be $1,000. MORE
SaaS customer acquisition should focus on maximizing available market penetration, not increasing available market size, and to do that you have to have a very clear picture of your target SaaS customers. Bad prospects waste precious sales cycles and marketing dollars, driving up your customer acquisition costs. It’s better to say no up front, and make expanding your available market an element of your SaaS product strategy, not SaaS customer acquisition. MORE
How COVID-19 has affected Customer Acquisition Cost Calculations. This post focuses on Customer Acquisition Cost (CAC) calculations: what should be in it and what should NOT be in it, and how the pandemic may have changed your calculation. MORE
SaaS marketing professionals know that customer acquisition is the name of the game. What they generally don’t know is that sustainable SaaS growth requires accelerating customer acquisition. The first post in this series introduced the three fundamental levers of SaaS growth: customer acquisition, customer lifetime value and viral customer network effects. The fundamental goal of SaaS marketing is to remove buyer roadblocks to accelerate customer acquisition. MORE
Building your business through acquisition (either as the acquiree or acquirer) is a sound strategy. Use established businesses as a platform to bolster your industry presence. This article will show you how and why MORE
Having lived through several acquisitions during my career in technology companies, I have some idea of what the folks at SuccessFactors (acquired by SAP last year) and Taleo (acquired by Oracle a few weeks ago) are going through. One reason behind the acquisitions of software-as-a-service (SaaS) companies is the high cost of sales and marketing. Even well-established SaaS companies typically pay 40 percent or more of their annual revenue on customer acquisition. MORE
If you know what to look for, acquisitions, mergers, and divestitures can represent that unique opportunity to make the sale of a lifetime. Why Mergers and Acquisitions Offer a Great Opportunity. The 3 Keys to Taking Advantage of Mergers and Acquisitions. MORE
Thanks so much everyone for joining us for our fireside chat today, disrupting the desk phone: how and why we made a $50 million acquisition. But even just this past week, I learned so much more of the inside scoop of this acquisition, and that’s why we’re really excited to share more today, both about why some acquisitions … A lot of them you don’t hear ever of how they turn out. And when I was at Google, we did a couple acquisitions. MORE
Stewart Butterfield will still lead the communications platform, but it is now a Salesforce owned business MORE
4x entrepreneur Andrew Gazdecki shares how you can better prepare yourself for your startup's acquisition, and make the journey a rewarding one. Every stage of the startup acquisition process – and I mean every stage – is a negotiation. Customer Acquisition Cost (CAC). MORE
The purpose of every marketer is to help their company to achieve growth. Best marketers don’t just focus on growth are they focus on sustainable growth in the long term. Most of the times marketing professionals forget about the long term part of the growth and just focus on making business decisions to acquire new customers without thinking about the costs. So how do we think about the long term part of the growth and whether our marketing strategies are efficient or not MORE
And their largest acquisition to date at the time was (drumroll, please) $15m. Not every company is acquisitive (see, e.g. Apple, Workday, etc). But most end up doing more and more acquisitions over time. But, what was once impossible (a $1b acquisition) and then rare is now becoming routine. The post The Age of the $1 Billion+ Acquisition in SaaS Has Just Begun appeared first on SaaStr. MORE
For most of us, especially if the acquisition is after years of doing it “our way” — that can be very frustrating. The post What do founders need to know to successfully navigate a merger/acquisition? My #1 tip: Get Zen. Once you sell it, it is not yours anymore. And both your upside and your downside are now capped. You can no longer fail or run out of money, but really, you can no longer win in the same ways, either. MORE
During our conversation, Hiten and I walk through how freemium acts as an acquisition strategy as opposed to a revenue driver, how product teams need to think about things differently, and why it’s important to understand customer psychology when building your own freemium product to make everything work together. Freemium is an acquisition model, not a revenue model. With that in mind, there are some customer acquisition cost (CAC) implications that also make freemium appealing. MORE
Specifically, it illustrates the need for software-as-a-service (SaaS) companies to spend money - lots of it - on customer acquisition. times more on customer acquisition than annual revenues, and in 2007 it spent nearly 18 times more than annual revenues. Though the cost of customer acquisition relative to annual revenues has declined steadily, on-going customer acquisition expenses will continue to keep Workday in the red for some time. MORE
Join Qualtrics Co-Founder and CEO alongside SaaStr Founder and CEO Jason Lemkin as Ryan reflects on the survey software maker’s acquisition by SAP this year. Ryan Smith: The backstory here is we turned down an acquisition offer for $500 million in 2012. Brand experience, measuring people’s brands, employee experience, it’s been $10 billion in acquisitions in that space and we’re kicking butt. MORE
What is customer acquisition? Customer acquisition is the process of gaining new customers. Customer acquisition is one of the most popular growth levers for SaaS businesses because it is the most literal way to grow your customer base. Acquisition for a SaaS company means signing up new, paying customers. Additionally, acquisition only refers to the act of getting a customer to join. Factors influencing a customer acquisition strategy. MORE
Most SaaS businesses begin their journey down the SaaS metrics path by tracking recurring revenue in relation to customer acquisition costs. SaaS profit = current customers x ( avg recurring revenue – avg recurring cost ) – new customers x avg acquisition cost. Is it possible to apply SaaS customer success metrics to customer acquisition? SaaS customer acquisition is merely SaaS prospect success. This third post examines their use in SaaS customer acquisition. MORE
The customer acquisition cost can help you create, measure, and improve a business model that will put your business on the path to profitability. This is where the value of subscription metrics comes to the fore — and specifically the customer acquisition cost (CAC) and the customer lifetime value (LTV). What is the Customer Acquisition Cost? CAC stands for customer acquisition cost. MORE
Let’s put this acquisition in context. First, it’s the third business intelligence related acquisition in the past month. Google announced the Looker acquisition last week. Second, the Salesforce/Tableau acquisition is the third largest software acquisition since 2012, second to Microsoft acquiring LinkedIn and IBM purchasing RedHat. in acquisitions suggests that 2019 will be similarly active as 2018, which saw $66B of acquisitions. MORE
When was the last time you invested money into Customer Acquisition? Tracking Customer Acquisition can solve all […]. Cet article Tracking Customer Acquisition in SaaS est apparu en premier sur Pierre Lechelle. Are you a CMO? Today? When was the last time you felt confident spending one dollar because you’d get back 10 dollars? And I’m not speaking about extrapolating LTV. I’m speaking about real LTV on a specific customer. MORE
Just look at customer acquisition vs retention statistics. What if I am starting out a business and don’t even have leads, not to mention SaaS customer acquisition strategy? And don’t forget that buyer persona-focused and well-designed packages can deeply affect your prospects and encourage them to make a buying decision faster. How to avoid mistakes while implementing your SaaS customer acquisition strategy? Are all mistakes equal? MORE
Q: Which merger and acquisition trends, if any, do you expect to unfold in the next 12 months? If you are worth $20b-$1T+, you often don’t want to wait for a small acquisition or internal initiative to bear fruit. MORE
The other day Coupa did its first $1B+ acquisition, of 18+ year old Llamsoft. There should be a lot more billion+ acquisitions in Cloud and SaaS, if only because there are more decacorns to buy them. But there will be a bunch more $1B+ acquisitions coming in SaaS. MORE
Customer acquisition vs. customer retention—which one is better? Nevertheless, many companies focus the majority of their time and resources on acquisition. Let's dive into the details of customer acquisition and retention, and see if we can answer that question. What is customer acquisition? Put simply, customer acquisition is the process of gaining new customers. Acquisition and retention: the two key drivers of growth. Acquisition is more expensive. MORE
Today we're taking a deep-dive into one of the most crucial SaaS metrics around: customer acquisition cost (CAC Whether you're trying to work out how efficient your sales and marketing strategies are, or determine how profitable your current customers are, it's vital to keep a pulse on the health of your SaaS business. Thankfully, there's a simple performance metric that does both. MORE
Q: What are some of the most overlooked details or challenges when integrating two companies post-acquisition? I can make a long list of challenges and overlooked details in acquisitions, but I think they all stem from 1 issue: not being honest about what things will look like in 24 months: Does the CEO really want to stay? What if the business does worse than planned after the acquisition? But if the acquisition under-performs, resources are often cut. MORE
Acquisition Related Topics Intello
FEBRUARY 22, 2021
NYSE: SAIL), the leader in identity security for the cloud enterprise, today announced the completion of its acquisition of Intello , an early-stage SaaS management company that helps organizations discover, manage, and secure SaaS applications.
SaaStr
AUGUST 19, 2020
Q: Which merger and acquisition trends, if any, do you expect to unfold in the next 12 months? If you are worth $20b-$1T+, you often don’t want to wait for a small acquisition or internal initiative to bear fruit.
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Chart Mogul
AUGUST 20, 2020
4x entrepreneur Andrew Gazdecki shares how you can better prepare yourself for your startup's acquisition, and make the journey a rewarding one. Every stage of the startup acquisition process – and I mean every stage – is a negotiation. Customer Acquisition Cost (CAC).
SaaStr
NOVEMBER 3, 2020
The other day Coupa did its first $1B+ acquisition, of 18+ year old Llamsoft. There should be a lot more billion+ acquisitions in Cloud and SaaS, if only because there are more decacorns to buy them. But there will be a bunch more $1B+ acquisitions coming in SaaS.
Advertiser: ZoomInfo
As buyer expectations continue to heighten, marketing and sales teams are feeling pressured to deliver authentic messaging to buyers at every point of their customer journey. This report aims to highlight the current state of B2B database and contact acquisition strategies, and organizations’ goals to leverage data to fuel their go-to-market strategies in 2020 and beyond.
Sales Hacker
SEPTEMBER 16, 2020
The post Data-Driven Outbound as an Acquisition Channel appeared first on Sales Hacker. Sales Development Live Events
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Chaotic Flow
JULY 21, 2015
SaaS customer acquisition should focus on maximizing available market penetration, not increasing available market size, and to do that you have to have a very clear picture of your target SaaS customers. Bad prospects waste precious sales cycles and marketing dollars, driving up your customer acquisition costs. It’s better to say no up front, and make expanding your available market an element of your SaaS product strategy, not SaaS customer acquisition.
Sales Hacker
JANUARY 20, 2021
If you know what to look for, acquisitions, mergers, and divestitures can represent that unique opportunity to make the sale of a lifetime. Why Mergers and Acquisitions Offer a Great Opportunity. The 3 Keys to Taking Advantage of Mergers and Acquisitions.
Chaotic Flow
MAY 6, 2014
Most SaaS businesses begin their journey down the SaaS metrics path by tracking recurring revenue in relation to customer acquisition costs. SaaS profit = current customers x ( avg recurring revenue – avg recurring cost ) – new customers x avg acquisition cost. Is it possible to apply SaaS customer success metrics to customer acquisition? SaaS customer acquisition is merely SaaS prospect success. This third post examines their use in SaaS customer acquisition.
Tomasz Tunguz
JUNE 11, 2019
Let’s put this acquisition in context. First, it’s the third business intelligence related acquisition in the past month. Google announced the Looker acquisition last week. Second, the Salesforce/Tableau acquisition is the third largest software acquisition since 2012, second to Microsoft acquiring LinkedIn and IBM purchasing RedHat. in acquisitions suggests that 2019 will be similarly active as 2018, which saw $66B of acquisitions.
Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners
Sales & Marketing departments that work together guarantee higher acquisition, better nurturing, and more effective sales. Join Christopher Ryan for this insightful webinar, presenting the wide funnel lead nurturing model. Don't miss out on this opportunity to get your teams working together and your revenue performance optimized.
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SaaStr
DECEMBER 10, 2019
Q: What happens to the founders after big tech acquisitions? Salesforce is particularly good at minting leaders out of its acquisitions. If the acquirer has leverage, they will often ask for 20%-40% of vested shares to be revested over a period following the acquisition. In private acquisitions, 5%-25% of the deal is generally placed in escrow as contingent payments for issues that come up. The post What happens to the founders after big tech acquisitions?
SaaStr
MARCH 19, 2019
And their largest acquisition to date at the time was (drumroll, please) $15m. Not every company is acquisitive (see, e.g. Apple, Workday, etc). But most end up doing more and more acquisitions over time. But, what was once impossible (a $1b acquisition) and then rare is now becoming routine. The post The Age of the $1 Billion+ Acquisition in SaaS Has Just Begun appeared first on SaaStr.
ProfitWell
SEPTEMBER 16, 2019
During our conversation, Hiten and I walk through how freemium acts as an acquisition strategy as opposed to a revenue driver, how product teams need to think about things differently, and why it’s important to understand customer psychology when building your own freemium product to make everything work together. Freemium is an acquisition model, not a revenue model. With that in mind, there are some customer acquisition cost (CAC) implications that also make freemium appealing.
Chaotic Flow
JULY 9, 2013
SaaS marketing professionals know that customer acquisition is the name of the game. What they generally don’t know is that sustainable SaaS growth requires accelerating customer acquisition. The first post in this series introduced the three fundamental levers of SaaS growth: customer acquisition, customer lifetime value and viral customer network effects. The fundamental goal of SaaS marketing is to remove buyer roadblocks to accelerate customer acquisition.
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Embedded analytics also helps companies master efficient customer acquisition and retention. In terms of customer acquisition and retention, embedded analytics unquestionably boosts business. 2018 STATE OF. EMBEDDED. ANALYTICS. REPORT The Sixth Annual Review of Embedded.
ITPro
DECEMBER 2, 2020
Stewart Butterfield will still lead the communications platform, but it is now a Salesforce owned business
ProfitWell
MAY 21, 2019
What is customer acquisition? Customer acquisition is the process of gaining new customers. Customer acquisition is one of the most popular growth levers for SaaS businesses because it is the most literal way to grow your customer base. Acquisition for a SaaS company means signing up new, paying customers. Additionally, acquisition only refers to the act of getting a customer to join. Factors influencing a customer acquisition strategy.
SaaStr
MARCH 3, 2020
Q: What was the biggest acquisition failure or missed opportunity by a company? The post What was the biggest acquisition failure or missed opportunity by a company? It’s hard to really force rank a list, especially of deals you don’t know about. And it’s easy to be an arm-chair quarterback on all this. Still, my partial list in Cloud/SaaS: Google letting Microsoft buy / outbid for Github for $7.5b. If you want to own the developer relationship, you own Github. Microsoft knew this.
OPEXEngine
FEBRUARY 4, 2020
Today we’re taking a deep-dive into one of the most crucial SaaS metrics around: customer acquisition cost (CAC). HOW TO CALCULATE CUSTOMER ACQUISITION COST. Customer acquisition cost is designed to tell you how much you need to spend to acquire a single new customer. For example, if you spent $5,000 apiece on sales and marketing in a given month, and closed 10 new customers over that same time period, that month’s Customer Acquisition Cost would be $1,000.
SaaStr
FEBRUARY 11, 2020
Q: What are some of the most overlooked details or challenges when integrating two companies post-acquisition? I can make a long list of challenges and overlooked details in acquisitions, but I think they all stem from 1 issue: not being honest about what things will look like in 24 months: Does the CEO really want to stay? What if the business does worse than planned after the acquisition? But if the acquisition under-performs, resources are often cut.
Cobloom
SEPTEMBER 2, 2019
Today we're taking a deep-dive into one of the most crucial SaaS metrics around: customer acquisition cost (CAC Whether you're trying to work out how efficient your sales and marketing strategies are, or determine how profitable your current customers are, it's vital to keep a pulse on the health of your SaaS business. Thankfully, there's a simple performance metric that does both.
Pierre Lechelle
OCTOBER 18, 2016
When was the last time you invested money into Customer Acquisition? Tracking Customer Acquisition can solve all […]. Cet article Tracking Customer Acquisition in SaaS est apparu en premier sur Pierre Lechelle. Are you a CMO? Today? When was the last time you felt confident spending one dollar because you’d get back 10 dollars? And I’m not speaking about extrapolating LTV. I’m speaking about real LTV on a specific customer.
SaaStr
MAY 22, 2019
For most of us, especially if the acquisition is after years of doing it “our way” — that can be very frustrating. The post What do founders need to know to successfully navigate a merger/acquisition? My #1 tip: Get Zen. Once you sell it, it is not yours anymore. And both your upside and your downside are now capped. You can no longer fail or run out of money, but really, you can no longer win in the same ways, either.
ProfitWell
MAY 21, 2020
Customer acquisition vs. customer retention—which one is better? Nevertheless, many companies focus the majority of their time and resources on acquisition. Let's dive into the details of customer acquisition and retention, and see if we can answer that question. What is customer acquisition? Put simply, customer acquisition is the process of gaining new customers. Acquisition and retention: the two key drivers of growth. Acquisition is more expensive.
Divestopedia
APRIL 2, 2019
Building your business through acquisition (either as the acquiree or acquirer) is a sound strategy. Use established businesses as a platform to bolster your industry presence. This article will show you how and why
OPEXEngine
JANUARY 27, 2021
How COVID-19 has affected Customer Acquisition Cost Calculations. This post focuses on Customer Acquisition Cost (CAC) calculations: what should be in it and what should NOT be in it, and how the pandemic may have changed your calculation.
Neil Patel
NOVEMBER 9, 2020
Micro startup acquisitions. But before we dive into that, we need to look into what micro startup acquisitions are and why you need to sit up and take notice. Micro Startup Acquisitions: What Are They, and Why Should I Care? Micro Startup Acquisition Trends.
SaaStr
SEPTEMBER 3, 2019
There’s a little bit of work to do still, but you know, tonight the title of my talk is how to make user acquisition practically free. So I have thought for a really long time, and I wrote a book about this, but the more I think about how to drop the cost of user acquisition, the more clear it becomes to me that it’s not about the typical model that people have in their mind when they’re thinking about this, and the typical problem set that people are trying to solve.
OpenView Labs
NOVEMBER 3, 2020
When it comes to content acquisition, most of the battle is fought in the strategic arena: how you plan your content and what you produce has almost everything to do with the pliability and elasticity of your conversion optimization efforts.
Andreessen Horowitz
FEBRUARY 27, 2020
What Credit Karma’s acquisition will mean for its products. … The post Credit Karma’s acquisition; FICO’s new scoring system; Better tech for tenants, and more appeared first on Andreessen Horowitz. This first appeared in the monthly a16z fintech newsletter. Subscribe here to stay on top of the latest fintech news. . IN THIS EDITION. The hype around FICO’s new credit scoring system.
SaaStr
APRIL 25, 2019
Thanks so much everyone for joining us for our fireside chat today, disrupting the desk phone: how and why we made a $50 million acquisition. But even just this past week, I learned so much more of the inside scoop of this acquisition, and that’s why we’re really excited to share more today, both about why some acquisitions … A lot of them you don’t hear ever of how they turn out. And when I was at Google, we did a couple acquisitions.
Chart Mogul
OCTOBER 3, 2019
The customer acquisition cost can help you create, measure, and improve a business model that will put your business on the path to profitability. This is where the value of subscription metrics comes to the fore — and specifically the customer acquisition cost (CAC) and the customer lifetime value (LTV). What is the Customer Acquisition Cost? CAC stands for customer acquisition cost.
Inside Intercom
NOVEMBER 7, 2018
How to think about costs in your customer acquisition strategy. If all you care about is optimizing for customer acquisition, you might think all five ads were created equal and allocate your budget accordingly. Pure customer acquisition metrics are popular, but dangerously inexact tools for calibrating and scaling your company growth. What is Customer Acquisition Cost (CAC)? How Customer Acquisition Cost (CAC) works day-to-day.
Practical Advice on SaaS marketing
SEPTEMBER 5, 2012
Specifically, it illustrates the need for software-as-a-service (SaaS) companies to spend money - lots of it - on customer acquisition. times more on customer acquisition than annual revenues, and in 2007 it spent nearly 18 times more than annual revenues. Though the cost of customer acquisition relative to annual revenues has declined steadily, on-going customer acquisition expenses will continue to keep Workday in the red for some time.
Incredo
OCTOBER 8, 2019
Just look at customer acquisition vs retention statistics. What if I am starting out a business and don’t even have leads, not to mention SaaS customer acquisition strategy? And don’t forget that buyer persona-focused and well-designed packages can deeply affect your prospects and encourage them to make a buying decision faster. How to avoid mistakes while implementing your SaaS customer acquisition strategy? Are all mistakes equal?
Incredo
OCTOBER 8, 2019
Just look at customer acquisition vs retention statistics. What if I am starting out a business and don’t even have leads, not to mention SaaS customer acquisition strategy? And don’t forget that buyer persona-focused and well-designed packages can deeply affect your prospects and encourage them to make a buying decision faster. How to avoid mistakes while implementing your SaaS customer acquisition strategy? Are all mistakes equal?
SaaStr
FEBRUARY 26, 2019
Join Qualtrics Co-Founder and CEO alongside SaaStr Founder and CEO Jason Lemkin as Ryan reflects on the survey software maker’s acquisition by SAP this year. Ryan Smith: The backstory here is we turned down an acquisition offer for $500 million in 2012. Brand experience, measuring people’s brands, employee experience, it’s been $10 billion in acquisitions in that space and we’re kicking butt.
Rakam
MARCH 18, 2019
The purpose of every marketer is to help their company to achieve growth. Best marketers don’t just focus on growth are they focus on sustainable growth in the long term. Most of the times marketing professionals forget about the long term part of the growth and just focus on making business decisions to acquire new customers without thinking about the costs. So how do we think about the long term part of the growth and whether our marketing strategies are efficient or not
Practical Advice on SaaS marketing
MARCH 5, 2012
Having lived through several acquisitions during my career in technology companies, I have some idea of what the folks at SuccessFactors (acquired by SAP last year) and Taleo (acquired by Oracle a few weeks ago) are going through. One reason behind the acquisitions of software-as-a-service (SaaS) companies is the high cost of sales and marketing. Even well-established SaaS companies typically pay 40 percent or more of their annual revenue on customer acquisition.
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