How to Sell SaaS: A Model for Main Factors of Marketing and Selling Software-as-a-Service

摘要

Software-as-a-Service providers have been growing fast while thecontemporary research literature has neglected analysis of their business-criticalmarketing and sales processes. In this paper we collect the key factorscharacterizing how to market and sell SaaS to business customers into an eightdimensional model. We also use an explorative multi-case study to observe sixSaaS providers and validate the model. The interviewed providers emphasizeduse of the Internet for marketing communication while personal direct sale wasthe dominating sales approach. Customer acquisition cost was the keyperformance indicator for marketing and sales while customer lifetime valueand churn were the KPIs in customer relationship management.