Objective and Experienced Guidance

SaaS and Cloud-based solutions create unique challenges for marketing and sales (and finance, engineering and support). Cloud services are not merely a new delivery channel, but an entirely different business model. We help you successfully market cloud solutions while avoiding common pitfalls by understanding the new thinking required in terms on content, focus and timing.

Successful cloud services must focus more attention on existing customers and the company vision while adapting spending to frequent releases. You want to liberate your marketing strategy from being tied to product releases. If you--or your competitors--are transitioning from premise-based solutions to the cloud, there are additional challenges that can derail success.

Read about three ways SaaS Demands New Thinking.

Experience and expertise aside, we simply love working with the SaaS business model as it naturally reinforces the best practices we use to build better, more resilient businesses.

There are two paths to customer loyalty: build it or rent it. Most "loyalty programs" are quite expensive in ROI terms—and if you ever stop or cut back, the returns quickly disappear. Creating genuine loyalty is a fundamentally better approach that creates highly resilient businesses with more engaged customers.

We'll teach you to transform your thinking from buyers and fans to creating advocates that go beyond merely thinking your offer is better than the alternatives. Advocates are emotionally invested in your firm's vision and success, and can strengthen your business in a variety of ways.

Sometimes your immediate issue is customer retention. If so, we'll identify near-term ways to improve customer satisfaction while laying the foundation for strategies to transform weak customer relationships into sales and marketing assets. While there is no silver bullet, we'll guide you along a transformative path leading to a better business.

The traditional sales funnel is obsolete. Access to nearly unlimited information frees customers to engage sales later and at a point of their own choosing. Those that see Marketing's role as merely extending within the sales cycle are missing a major strategic shift. We help companies profit from this shift by moving beyond the transactional mindset of the traditional sales funnel that no longer describes how customers want to interact.

Our Lifetime Opportunity Value Equation (LOVE) model provides a descriptive framework illustrating how customer relationships develop. The Lifetime Opportunity Value Equation offers an actionable model for engaging customers in ways that build strong and enduring relaionships in the inter-connected 21st century.

Technology is rapidly commoditized, so winning in your markets requires building deeper and multifaceted relationships with customers and partners.

The currently popular concept of Sales and Marketing Alignment reflects the way we've always approached our work for many years. We believe truly valuable sales tools can only be created in full cooperation with Sales.

The 80/20 rule applies in most sales organizations, so we capture knowledge and experience from your elite reps. A play book, battle card, case study or other sales tool that ramps new reps faster is worth its weight in gold, generating outsized results in terms of revenue and profitability.

Sales tools tell your reps how to sell your solution. Marketing collateral tells current and future customers how your solution can benefit them. You probably need both, but companies with the best results recognize a big difference between the two.