SaaS Sales

Frameworks That Govern B2B Marketing and Sales and Why SaaS Needs its Own Framework Traditional B2B marketing and sales frameworks such as the sales funnel, lead qualification and sales methodologies do not achieve the desired results in SaaS businesses. This article shows the alternative frameworks for the SaaS businesses. (by Winning by Design)

The Power of Remote Selling Explained and Demonstrated If you’re looking to transition to Remote Selling / Customer Success for your team - watch this for the insights that you need to transform! (by Winning by Design)

How to Coach Sales Teams Most of the sales training to date miss the mark. When you check in a few weeks after training, almost all of the knowledge is gone, and all that remains is a few tricks. See how you can changethins by science driven coaching. (by Winning by Design)

How to Build a Powerful Sales Team “Build a great sales team” isn’t as simple as putting a bunch of A players together in a room and hoping that you start winning new business and helping your customers to be successful. See how you can do this in a scientific way. (by Winning by Design)

Account Based Prospecting and Marketing and Metrics Short overview of how to setup and what to look for in Account Based Prospecting campaigns and what to measure. (by Winning by Design)

Introduction to the Sales and Marketing Machine Building a Sales and Marketing Machine is a structured methodology for designing and reviewing your customer acquisition process. It stresses the idea that the only right way to build a sales and marketing process is to design it around your customers (customer-centric). (by David Skok)

 Sales As A Science - How to succeed in B2B SaaS This session discusses Why, What & How of B2B SaaS. Why we need to change the way we sell with all of the changes in B2B Sales. How we need to adopt a scientific approach to sales. What are the actionable steps we can take to succeed.

 SaaS Sales Templates Access these SaaS Sales blueprints through our Winning By Design template library. Each template is customizable and includes a video to help you get started and get the most out of your Lucidchart + Winning By Design experience. (by Winning by Design)

Sales as a Science Winning by Design presents a scientific approach on how to design a sales strategy and oranganization for SaaS and how to execute with a customer focused sales approach. (by Andy Farquharson, Winning by Design)

What Subscription Business Models Mean for Sales Teams (Harvard Business Review) Sales models are explained at a high level. Covers sales organization fundamentals, especially relevant for those who have not worked closely w/ SaaS sales teams (by HBR)

A Software Salesperson’s Quick Guide to Subscription-Based Business Models in Tech This paper provides a foundational understanding of: 1) Subscription-based business models, 2) Common definitions of subscriptions and XaaS, 3) Difference between traditional sales offers and selling software as a subscription and 4) The concept of XaaS, with a specific focus on their impact on sales organizations. (by TSIA)

Cloud Finance and Metrics

SaaS Sales Compensation: How to Design the Right Plan Sales compensation is a more complex topic for SaaS/subscription revenue companies. Unlike traditional software sales, the job of sales doesn’t end when a new customer signs a contract. Instead, it is crucial to retain customers over many years, as that is how you maximize your revenues. (by David Skok)

SaaS CFO financial plan SaaS Financial Plan in Excel, so that SaaS startups and SMB’s could easily create their own financial forecast. Many Excel forecast models become very complex, but I created step-by-step instructions with links to input cells so you can easily create your first forecast. (by SaaS CFO)

SaaS Pricing

The Anatomy of Pricing Strategy - An in-depth guide to understanding and optimizing your recurring revenue pricing strategy This extensive ebook goes into the following topics: 1) Why You Need a Pricing Strategy, 2) Why Value Based Pricing Is the Best Pricing Strategy, 3) The Importance of Quantified Buyer Personas, 4) Using Quantified Buyer Personas as Part of Your Pricing Process, 5) How to Find the Right Value Metric for Your Business, 6) How Your Company Can Build a Pricing Machine, 7) Designing Your Pricing Page, 8) Why You Shouldn’t A/B Test Your Prices, 9) Why Localizing Your Prices Increases Growth and 10) Why You Should Be Smart About Discounting (by Price Intelligently)

SaaS pricing framework and best practices For software as a service (SaaS) businesses, determining the right pricing structure and setting price levels are critical decisions. This toolkit helps SaaS companies think about pricing based on value created for the customer and set pricing in a way that maximizes profitability. It contains a number of examples and tools to help with pricing decisions. (by Accion)

Mastering SaaS Pricing - SaaStr Annual 2018 This collection of slides contains a lot of research and best practices you can use when seetin the pricing for your SaaS product. (by OpenView)

Subscription myth busters: What it takes to shift to a recurring-revenue model for hardware and software The benefits of moving to flexible subscription pricing are closer than they appear, but common misconceptions hold companies back. (By McKinsey)

SaaS Business Enablement

Product Led Growth: The End User Era Product led growth (PLG) is an end user-focused growth model that relies on the product itself as the primary driver of customer acquisition, conversion and expansion. This document descibes the concept in detail. (by OpenView Venture Partners)

SaaS 3.0: Building and Optimizing a Modern SaaS Company Gain insights about building and operating a modern SaaS organization. Whether you are in the early stages and SaaS-first or making a broader organizational shift to SaaS and a subscription delivery model, we explore the fundamentals of building a successful SaaS business including organizational design and the broader cultural transformation and optimization of product teams, sales, marketing, and other core business functions.

SaaS Business Fundamentals In this course, you will learn about the software-as-a-service (SaaS) delivery model and its growing relevance, driven by a shift in consumption preferences. You will also be introduced to the business transformation necessary for a successful SaaS organization, as well as review case studies.

SaaS Metrics 2.0 – A Guide to Measuring and Improving what Matters This article is a comprehensive and detailed look at the key metrics that are needed to understand and optimize a SaaS business. (by David Skok)

SaaSify Your Business (AWS Summit Berlin 2019) Software companies are adopting cloud at an accelerated rate, but there are still many ISV where majority of their business comes from on-prem software. In this session you will learn why it is critical for all software companies to start their cloud adoption journey, explore what are best practices and pitfalls, address the areas of business transformation needed and see how AWS can help you transition your software to the cloud. (by Marin Mamic)

SaaS Metrics Fundamentals: Using Data to Increase Customer Lifetime Value (CLTV) Customer Lifetime Value (CLTV) is a critical measure of success for every SaaS organization, and is driven entirely by customer retention and expansion. SaaS providers must use data to identity opportunities to optimize key CLTV variables and build long-lasting, high-value relationships with customers. We will review frameworks to measure engagement trends from onboarding to renewal and explore the ways in which data can help to identify new leads within existing accounts.

SaaS Agreements – Essential Elements A SaaS agreement is simply the name used for the agreement between a SaaS supplier and a SaaS customer which sets out the terms under which SaaS software may be accessed. This will usually include a service level agreement (SLA). (by Bodlelaw)

Customers Success

Driving SaaS Growth With Customer Success This post discusses the importance of investing in a customer success department. It is the summary of thought leaders in the industry: 1) Aaron Ross wrote the book Predictable Revenue, 2) Jason Lemkin is a VC at Storm Ventures and runs SaaStr, 3) Tomasz Tunguz is a partner at Redpoint Ventures and writes at and Brian Stafford is a partner at McKinsey. (by Neil Patel)

12 Proven Tactics to Increase Your Customer Lifetime Value (CLV) Data shows that the customer retention is a far more effective strategy for producing a steady, predictable increase in revenue. Despite this, sources disclose that 44% of companies spend more time and money on acquiring customers, whilst only 16% of businesses focus on reducing churn, putting up front the old wisdom that it’s cheaper to retain and delight an existing customer than to find a new one. (by Retently)

Key SaaS Customer Success Best Practices, at Every Stage of Growth As your startup grows, what your customers expect from you will change and the volume of their requests will change. You’ll shift from the reactive mode of supporting requests as they happen to the proactive mode of fixing issues before they ever become a problem. (by Hubspot)

Business Model and Strategy

SaaS Business Models The slides should be useful for anyone interested in learning about the key drivers for a SaaS business, including the SaaS cash flow trough, cost of customer acquisition, churn, lifetime value of the customer, etc. The slides also looks in detail at what drives growth. (by David Skok)

SaaS Growth Strategies: The Five-Stars Framework How do you compete in the $600 billion software industry? In the run up to the SaaS Commerce Trends: 2020 Report, we dive into the shared strategic framework from the fastest growing SaaS companies.

The ISV Business Case For Building SaaS on Amazon Web Services Together with Forrester Consulting AWS conducted a study to better understand the revenues, investments and risks associated with developing and launching a SaaS product. (by Forrester Consulting and AWS)

Case Study Adobe Adobe executives discuss the company’s move from selling shrink-wrapped products to offering web-based software and services. (by McKinsey)

The SaaS Business Model – double revenues with incremental improvements This post illustrates how incremental improvements along the Customer Lifecycle of a SaaS Business Model can result in massive changes of outcome for revenues as well as profitability. (by Lean-Case)

Direct Sales vs Channel Sales: Pros, Cons, and Balance The battle of channel sales vs direct sales has been a long-heralded debate, so I’m going to break down the pros and cons of each, as well as how to balance a combination of both for your sales strategy. Finding the right mix between direct and indirect sales channels heavily depends on the product or service you are offering. (by Saleshacker)

Why Every Business Will Soon Be a Subscription Business Insight into why subscription business and how it relates to all walks of life, not just software. (by Stanford Business)

Crossing the chasm: Lessons learned in transitioning to the SaaS business model The last decade has seen software buyers express ever-increasing preference for purchasing software as a service (SaaS). Most new entrants in the software space have been SaaS-native, but what about the thousands of software vendors that started out with traditional licensing models? How can they transition to SaaS? Where on the transition spectrum should they aim to be? (By EY Parthenon)

Five Steps to Successful Transformation In this report, five transformation step framework is outlined to help you accelerate results from changes to people, process, and technology. (by TSIA)

Transforming your SaaS business: A strategic guide for optimizing business performance The SaaS business model is unique in many respects, and requires a different set of drivers and metrics to measure business performance based on the type of company — pure-SaaS, on-premise software company, integrated technology/ product company. We present a strategic framework with key drivers and metrics for increasing growth, profitability and sustainability for the SaaS business. (by KPMG)

Customer Service

The Beginner’s Guide to Building a SaaS Customer Service Team Successful customer service teams are proactive, flexible, and dynamic. Their agents know how to talk with customers and how to communicate internally. This requires a set of unique skills, tools, and strategies that these teams have mastered through an effective onboarding program. (by Hubspot)

The Five Elements of a Perfect SaaS Support System If you’re a SaaS business, chances are that support is one area of your business that you want to be flawless.Providing great support is the key to your growth and success. (by Neil Patel)

What Support Metrics Should SaaS Companies be Using? 5 Metrics that shape your SaaS customer support model Using smart data can change other areas of your company. It maybe helping your product team understand where customers are having the most trouble, or providing in-depth information to your executive team about where your spend is going. (by Kayano)

Optional Content

SaaS Sales

How to leverage Live Chat & Chatbots for Lead Generation As outbound prospecting is suffering companies are lookinn for other outbound tactics. Before you do that there is one way of finding leads that is too often overlooked: Inbound via website chat. (by Winning by Design)

SaaS Role Definitions The number of roles within the marketing, sales, and customer success teams at SaaS companies has become quite confusing in the last several years as organizations have embraced new org models of role specialization, and put their own spin on them. (by Winning by Design)

How to Run a Great SaaS Sales Demo This article describes how to prepare and run a demonstatrion of your software. (by Winning by Design)

From CX to XC (Ex-Customers) Understand what happens when the customer is removed from the buying journey due to AI platforms. (by Steven van Belleghem)

Matrix Growth Academy – Zero to 100 Videos Matrix Growth Academy – Zero to 100 was an educational event held in San Francisco, aimed at providing B2B Founders with a road-map for how to get from Zero to a repeatable, scalable and profitable growth process that would take them to $100m in revenue. (by David Skok)

Cloud Finance and Metrics

SaaS Pricing

Subscription Business Maturity Model Best practices for developing and executing on your strategic digital transformation plan, from “Wild West” initial launch to an “Optimized” organization. (by Zuora)

Subscription-Based Software Pricing: How to Migrate Customers from a Perpetual to a Subscription Model? We’re seeing software companies across the B2B and B2C spectrum moving towards subscription pricing as a means to drive recurring monthly revenue, cement long-term relationships with clients and accelerate firm value. In our previous article, we looked at the subscription mindset and what to take into account when determining whether you should adopt a subscription-based pricing model. In this article, we lay out how to switch from perpetual software licenses to subscription pricing. (by Pricing Solutions)

Major Considerations When Moving From Perpetual Licenses To SaaS Most on-premise software vendors are ill-prepared for the universal shift to the SaaS pricing model. The days of sitting back while collecting profitable “service and maintenance” dividends are coming to an end. Transitioning from a perpetual licensing model to a SaaS model is a difficult task. (by Price Intelligently)

SaaS Business Enablement

Maximize Innovation and Agility by Building Your SaaS Solution on AWS Partners increasingly look to a SaaS delivery model for products to respond to customer demand, improve operational efficiency, increase agility, and expand market and global reach. AWS provides a low-cost, reliable, and secure foundation to use as you build and deliver SaaS solutions to your customers. The AWS Partner Network (APN) helps you build a successful AWS-based business by providing valuable business, technical, marketing, and go-to-market (GTM) support. In this session, we discuss what a typical journey to SaaS on AWS looks like, and all of the AWS and APN resources and benefits available to you in every stage.

AWS Cloud Enterprise Strategy Blog: 4 Dos and Don’ts When Using the Cloud to Experiment The cloud is making experimentation easier, cheaper, and less risky for companies of all shapes and sizes. The more that companies realize this, the more having a culture of experimentation becomes table stakes to stay competitive in today’s market. Experimentation breeds innovation, and there’s never been a better time to execute on new ideas.

Customers Success

The Building Blocks of Customer Success Customer success is all about the activities related to helping your customers achieve their goals through the effective use of your technology. The best way to secure a solid recurring revenue stream is to ensure that your customers achieve their desired business outcomes. In this ebook, we focus on how to establish and grow your customer success function to deliver value to your customers. (by TSIA)

On-Premise to Cloud - Understanding Support’s Vital Role Is Key to Success Focus of this paper is on 5 key themes Support should focus on to become a key differentiator in the XaaS world: 1) Reduce customer effort, 2) Provide relevant, personalized and proactive support, 3) Adoption/consumption monitoring, 4) Channels of engagement​ and 5) Self-service 2.0. (by TSIA)

Customer success in SaaS: how to ensure customers stay on board Mastering customer success is vital in the subscription space. Let’s face it, if someone isn’t having a positive experience with your product, then they’ll take their business elsewhere. Not implementing and measuring customer success means you risk losing customers and rising customer acquisition costs (CAC). (by Profitwell)

SaaS Customer Success: How to Keep and Grow Your Customers More and more companies are turning to their Customer Success departments to gather, and analyse, customer feedback and boost advocacy. The very term itself drives home the need to make sure your customers are getting the value they expect out of your product. But what exactly is Customer Success? What keeps Customer Success Managers and leaders up at night? And most importantly, how can these challenges be addressed while ensuring the best possible user experience? (by Insided)

Business Model and Strategy

Platform Business Model A platform is a business model that creates value by facilitating exchanges between two or more interdependent groups, usually consumers and producers. Learn about platform economy in this article.

Business Model Tools On this page you will find interesting tools, methods, and approaches that can support you when designing and innovating your business model. (by

Business Model Examples Business model is the best top-level view tool for your business because it allows you to have all core elements in front of your eyes. It describes how your business makes money and explains how you deliver value to your customers at an appropriate cost. The goal of creating a business model is to outline a strategic vision that objectively assesses the possibilities and challenges of a specific business in a summary form. (by Lean-Case)

Subscription Exonomy index Subscription Economy Index™ (SEI), is tracking the rapid ascent of the Subscription Economy, reflects the growth metrics of hundreds of companies around the world. It spans a number of industries including SaaS, IoT, manufacturing, publishing, media, telecommunications, and business services. (by Zuora)

How Investors React When Companies Announce They’re Moving to a SaaS Business Model (HBR) Emphasizes the importance of strategic planning and communication to customers and investors. (by HBR)

Case Study: How Kronos Pulled Off its Successful Transition to the SaaS World How a 40-year provider of on-premises software managed the SaaS transformation. (by BCG)


Optimizing Enterprise Economics with Serverless Architectures This whitepaper covers the basics of serverless approaches and the AWS serverless portfolio, and includes a number of case studies that illustrate how existing companies are already gaining significant agility and economic benefits from adopting serverless approaches.

Cultural Transformation

AWS Cloud Enterprise Strategy Blog: What Makes Good Leaders Great? Making it clear what everyone’s options are in light of the changing direction will give them a clear path to understanding how they can participate, and likely some peace of mind.

AWS Cloud Enterprise Strategy Blog: Great Leaders Make New Rules Leading an organization on its Journey to the cloud is one of the best opportunities technology leaders will have to make new rules.

AWS Cloud Enterprise Strategy Blog: You Already Have the People You Need to Succeed with the Cloud Educating your staff is the second of seven best practices I’ve observed enterprises with successful cloud strategies follow.

AWS Cloud Enterprise Strategy Blog: Today’s IT Executive is a Chief Change Management Officer Today’s IT executive needs to play the role of the Chief Change Management Officer . Technology can no longer be viewed as something that simply supports the business. Today’s IT executive is optimally positioned to understand this and subsequently drive the changes required to keep up with an increasingly competitive and increasingly technical landscape.

AWS Cloud Enterprise Strategy Blog: Today’s CIO on Merging Business with Technology The cloud is more than a technology shift. It’s a business shift, and one that everyone at the executive level should care about. It’s your job to consider your executive team and how its functions are impacted, or could be impacted, by the Journey.

AWS Cloud Enterprise Strategy Blog: 11 Things to Consider When Educating Your Staff on Cloud So how do you, the Chief Change Management Officer, educate your staff so that they can accelerate your Journey? Every organization’s Journey will be unique, but there are some commonalities that I’ve seen in organizations that do this well. Here are 11 considerations that speak to these commonalities.

AWS Cloud Enterprise Strategy Blog: Create a Culture of Experimentation Enabled by the Cloud A market leadership position and access to capital aren’t enough to keep even the most well-established enterprises competitive today. Here are a few ways that the cloud makes experimentation easier, particularly for big companies.