26 Jun 2019

Sales psychology & relationships

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: toby.chapman-dawe@strand-uk.com