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The Future of SaaS is Product Led. Are You Ready?

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OpenView Partner Adam Marcus explains the history of software's go-to-market strategies and why the future is now product led.

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The Future of SaaS is Product Led. Are You Ready?

  1. 1. THE FUTURE OF SAAS IS PRODUCT LED. ARE YOU READY? ADAM MARCUS @ADAMDAVIDMARCUS Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.
  2. 2. OPENVIEW Based in Boston, we invest in software companies around the world aimed at improving people’s working lives. Learn more at ov.vc. T H E E X P A N S I O N S T A G E V C Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.
  3. 3. BEFORE WE DIVE IN…A QUICK HISTORY LESSON. Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.
  4. 4. 1980s FIELD SALES A T I M E L I N E Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved. THE HISTORY OF SOFTWARE GO-TO-MARKET
  5. 5. 1980s FIELD SALES A T I M E L I N E Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved. 2000s ADOPTION OF OUTBOUND EARLY THE HISTORY OF SOFTWARE GO-TO-MARKET
  6. 6. “Companies were investing massive amounts in building high-touch teams that operated in far-flung offices. We broke that mold—mostly because we couldn’t afford to follow it in the traditional way—and proved that telesales could win a high close rate at one-third the cost and in one-third the amount of the time as the traditional selling model.” Mark Benioff CEO, Salesforce 1999 - Present
  7. 7. 1980s FIELD SALES A T I M E L I N E 2000s CONTENT MARKETING LATE Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved. 2000s ADOPTION OF OUTBOUND EARLY THE HISTORY OF SOFTWARE GO-TO-MARKET
  8. 8. 1980s FIELD SALES A T I M E L I N E 2010s SOCIAL SELLING & AUTOMATION 2000s CONTENT MARKETING LATE Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved. 2000s ADOPTION OF OUTBOUND EARLY THE HISTORY OF SOFTWARE GO-TO-MARKET
  9. 9. THE NEXT FRONTIER OF GO-TO-MARKET IS PRODUCT LED GROWTH. Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.
  10. 10. PRODUCT LED GROWTH. PRODUCT USAGE SERVES AS THE PRIMARY DRIVER OF USER ACQUISITION, EXPANSION AND RETENTION. Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.
  11. 11. WHAT’S DRIVING THIS? Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.
  12. 12. Millennials hate crappy software and solve problems with google.
  13. 13. Implementation is fast and easy No budget approval required Cost of switching solutions is low
  14. 14. BUT WHY SHOULD YOU CARE? Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.
  15. 15. COMPANIES THAT ARE PRODUCT LED TEND TO HAVE BETTER ECONOMIC MODELS. Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.
  16. 16. JUST LOOK Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved. Founded: 2005 NYSE: BOX 2018 Fiscal Revenue: $506M Market cap: $3B Founded: 2007 NASDAQ: DBX 2017 Revenue: $1.1B Market cap: $9.87B
  17. 17. AND THERE’S MORE…
  18. 18. FASTER GROWTH RATES
  19. 19. HIGHER MULTIPLES
  20. 20. WHICH MEANS THEY’RE WORTH 2X MORE
  21. 21. THAT’S GREAT ADAM, BUT PLG IS NOT FOR ME. Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.
  22. 22. EVEN THE FATHER OF INBOUND HAS RELIGION. Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.
  23. 23. “I stopped thinking about our business like a traditional sales and marketing firm. It's more like a flywheel where the customers are the main driver that pulls new prospects in. That flywheel spins at the rate of our customers’ delight. Brian Halligan Co-Founder & CEO, Hubspot
  24. 24. THIS CAN BE YOU. JUST MAKE IT EASY TO BUY, USE & GROW. Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.
  25. 25. PRODUCT LED GROWTH MARKET MAP DEVELOPER & PRODUCT TOOLS BACK OFFICE & OPERATIONS CUSTOMER ENGAGEMENT PRODUCTIVITY & COLLABORATION THE PLGMATURITY OCTOBER 2018
  26. 26. REMEMBER…YOU’LL BE WORTH 2X MORE. Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.
  27. 27. THE FUTURE IS PRODUCT LED. DON’T GET LEFT BEHIND. Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.
  28. 28. THANK YOU! @ADAMDAVIDMARCUS Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

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