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 webinar Anuj Joshi collected the key factors characterizing how to market and sell SaaS to business customers into an four dimensional model. Anuj also used an explorative multi-case study to observe SaaS providers and validate the model.
Anuj 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.