Speaking with many software companies, I now know that the effect of cloud and saas is dawning on many software companies. For them, 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.
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