In the past, perpetual licenses and support contracts were handled exclusively by sales teams, and the company Sales Director was responsible for near-100% of revenue.
Speaking with many software companies, I now know that the effect of cloud and saas is dawning on many software companies. For them, more than 80% of revenue comes from renewals, and yet the renewals team often has no board-level or director-level voice.
Today’s marketing effort would therefore be best-focused on renewals, and renewals depend on relationships.
One of the most powerful proof-points is evidence of existing relationships, and this means testimonials and case studies.
Contact me at Strand to learn more: firstname.lastname@example.org