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.

Empresariales

THE FUTURE OF SAAS
IS PRODUCT LED.
ARE YOU READY?
ADAM MARCUS
@ADAMDAVIDMARCUS
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

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.

BEFORE WE DIVE IN…A
QUICK HISTORY LESSON.
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

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

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

“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

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

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

THE NEXT FRONTIER OF
GO-TO-MARKET IS
PRODUCT LED GROWTH.
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

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.

WHAT’S DRIVING THIS?
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

Millennials hate crappy software and
solve problems with google.

Implementation is
fast and easy
No budget
approval required
Cost of switching
solutions is low

BUT WHY SHOULD YOU CARE?
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

COMPANIES THAT ARE
PRODUCT LED TEND TO HAVE
BETTER ECONOMIC MODELS.
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

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

THAT’S GREAT ADAM, BUT
PLG IS NOT FOR ME.
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

EVEN THE FATHER OF
INBOUND HAS RELIGION.
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

“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

THIS CAN BE YOU.
JUST MAKE IT EASY TO
BUY, USE & GROW.
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

PRODUCT LED GROWTH MARKET MAP
DEVELOPER &
PRODUCT TOOLS
BACK OFFICE &
OPERATIONS
CUSTOMER
ENGAGEMENT
PRODUCTIVITY &
COLLABORATION
THE
PLGMATURITY
OCTOBER 2018

REMEMBER…YOU’LL BE
WORTH 2X MORE.
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

THE FUTURE IS
PRODUCT LED.
DON’T GET LEFT BEHIND.
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

THANK YOU!
@ADAMDAVIDMARCUS
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

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https://www.productmanagementtoday.com/frs/26795801/the-path-to-product-excellence--avoiding-common-pitfalls-and-enhancing-communication In the fast-paced world of digital innovation, success is often accompanied by a multitude of challenges - like the pitfalls lurking at every turn, threatening to derail the most promising projects. But fret not, this webinar is your key to effective product development! Join us for an enlightening session to empower you to lead your team to greater heights. Through compelling storytelling and actionable insights, learn to overcome challenges like misaligned objectives, communication breakdowns, and resistance to change. Takeaways: • Uncover and navigate through common pitfalls that are plaguing product teams today. • Explore proven solutions, laying the groundwork for triumphant product launches. • Gain inspiration from real-world success examples from top digital companies, offering invaluable insights into their winning strategies. • Discover how the symbiotic relationship between product managers, UX/UI designers, and developers can transform pitfalls into opportunities, propelling your product outcomes to unprecedented heights.

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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.

7. “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

8. 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

10. 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

11.

15. Millennials hate crappy software and solve problems with google.

16. Implementation is fast and easy No budget approval required Cost of switching solutions is low

19. 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

20. AND THERE’S MORE…

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23. WHICH MEANS THEY’RE WORTH 2X MORE

26. “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

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29. PRODUCT LED GROWTH MARKET MAP DEVELOPER & PRODUCT TOOLS BACK OFFICE & OPERATIONS CUSTOMER ENGAGEMENT PRODUCTIVITY & COLLABORATION THE PLGMATURITY OCTOBER 2018

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

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