For SaaS success, always be selling

01/3/2013 | VentureBeat

Capitalizing on emerging software-as-a-service solutions requires rethinking old models of product delivery and adapting to a market where customers only pay for what they use and continued profitability depends on staying relevant. Experts say this means taking a wholly customer-focused approach to sales, marketing and support that engages end users through incentives and employs continuous monitoring and behavioral analysis to ensure end users are getting the most bang for their buck. "Start with small pilots, show user value, expand user base, and repeat. The customer succeeds when there is sustained user engagement," writes Jeetu Patel.

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