StartUp Founders – B2B SaaS – Show An Impactful Metric

December 25, 2022 3 mins read

As a startup consultant, I’ve seen firsthand the challenges that companies face when trying to position their product in the B2B SaaS market. One of the biggest changes that has occurred in recent years is the expanded role of the CFO in all purchasing decisions. No longer just going through acquisitions and procurement teams, the CFO now has a say in every purchase made by the company.

To stay competitive and grow in this market, startups need to understand the new requirements and restrictions being implemented by CFOs. For example, many CFOs are now lowering the amount of money that people can sign off on and requiring certain qualifications to be met before any purchase is made. This means that startups need to show not only the value of their product but also how it can meet these new requirements.

In addition, many CFOs are looking to reduce the number of vendors they work with, preferring to use existing vendors for new solutions. This means that startups must compete with existing vendors who may not offer the same level of technology but have already established relationships with the company. This puts pressure on startups to prove that their product is significantly better than existing solutions and worth the extra effort of implementing a new vendor.

As James Sinclair mentioned, joining ecosystems and marketplaces can be a great way for startups to penetrate the market. By integrating with existing platforms like Workday, ADP, or Oracle, startups can make it easier for customers to adopt their product and reduce the amount of paperwork and implementation required.

But joining an ecosystem isn’t enough to ensure success in this market. Startups need to prove the value of their product and show how it can positively impact a company’s bottom line. CFOs are now going line by line through every billing vendor they have and asking each department to show the net impact of each solution. Startups need to be able to provide metrics and data that prove the value of their product in real-world scenarios.

To reinforce this point, let’s look at the example of Salesforce. Salesforce has been successful in the B2B SaaS market not just because of its technology but also because of its customer success strategy. Salesforce focuses on building long-term relationships with its customers and providing them with value beyond just its product. By offering a suite of services that help companies grow and succeed, Salesforce has become a trusted partner for many companies.

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