SaaS and Cloud University Online Curriculum



Jim Bak, VP of Marketing, Inrix

What’s Next? Big Data’s Integration into the Connected Device

Imagine you are at work. It is nine in the morning and you have a meeting scheduled at noon across town. Your car, just as it does every morning, has checked with the calendar on your phone and is monitoring traffic data as you go about your day. When it notices major delays on your typical route it searches for the best alternative. Once it finds the best option, it sends an alert to your phone and computer to advise you that traffic conditions will require you to leave 15 minutes early in order to make your meeting on time. When you get in your car to leave, the alternate route is already loaded and ready to go.

Today this is fiction, but tomorrow this is one of the ways Big Data can transform our cars – one of the few places where we still feel almost unconnected from the rest of our lives. Connecting our schedules from our mobile devices to our car’s in-dash systems will not only improve the efficiency of the day-to-day, but also improve safety by limiting the level of distracted driving, an issue that has recently been addressed in California where drivers can now be pulled over for using their GPS while driving.

Consumers are increasingly demanding this integrated device experience, and in order to achieve it we need a paradigm shift away from viewing devices as individual worlds unto themselves and start thinking about them as mobile nodes within a much larger information network that can harness the power of Big Data.

This eye-opening session will provide a future into the new world of connected devices and their integration into the Cloud.

Eileen Boerger, CEO, CorSource

Embedding Cloud Business Analytics: The Analytics Case for ISVs

For SaaS companies, it is no longer an option to ignore the value of user-facing analytics. Your customers want access to meaningful data within the product they regularly use, and with Cloud BI, it has never been easier or faster to bring it to them.

Successful data-driven companies improve customer retention, create competitive differentiation, and close more business by giving customers answers to pressing business questions with embedded analytics.

For ISVs, embedding analytics into their product are growing at a faster rate due to higher customer retention, larger average deal sizes and broader adoption of their product across an entire enterprise. ISVs are seeing returns on their investment quickly that impact not only the bottom line but the way they operate as a business.

Join Eileen Boerger, CEO at CorSource Technology Group to learn how to develop an ROI-focused embedded Business Intelligence strategy. Key takeaways include:

  • Best practices for embedding BI in your application.
  • Tactics and strategies that contribute to your project’s success.
  • What profit and revenue results SaaS companies achieve by embedding BI into their products.
Patrick Fetterman, CEO, Detroit Technology Marketing

SaaS and the Intersection of Social Systems and Customer Communities

SaaS systems, by their very nature, create communities of customers who can collectively interact with each other and your company on a 24/7/52. In SaaS, the application is the social network. But to benefit from it, you must prepare to manage and leverage the application network to the maximum extent. Failure to do so will first damage, then destroy, your ability to compete successfully in SaaS:

This course will examine in detail the potential power of SaaS communities and explore:

  • Your options for community integration.
  • Building predictive analytics based on community interaction and aggregation.
  • Best practices in SaaS community management.
  • Case studies in SaaS customer community creation.
  • Combining SaaS system analytics with community input and interests.
  • The implementation of new models in product and community management.

This topic and session is of critical importance to all SaaS companies. Plex systems understanding of the value of community has allowed the company to transform its development group into a profit center. The company manages over 100K feature request per year and does it without traditional product management.

Watch and learn from one of the most interesting and timely sessions you’ll ever attend.This topic and session is of critical importance to all SaaS companies.

Paul Pressler, Principal, Cirrostratus Group

What to Measure and How

Customer churn rates, freemium conversion rates, infrastructure costs, customer acquisition expenses along with other metrics combine to drive the success of your SaaS business.

Measuring and improving the right metrics can help focus a business on the key issues. Spending time tracking and improving the wrong metrics can drive your business in the wrong direction or at best waste time. In this session you will learn:

  • What are the key financial, business and operational metrics that you should track as a SaaS business?
  • What metrics and targets do public SaaS companies use?
  • What metrics and targets do venture capitalists and angel investors look for?
  • What operational metrics and targets are appropriate for development, service delivery, customer acquisition and the customer experience?

You will also learn about the operational metrics needed at both the company and functional level to drive good overall results and improvement of the key overall metrics. SaaS companies should be measured differently than traditional ISVs and understanding this can make the difference between success and failure with your first SaaS offerings. Learn about the differences.

Using improvement targets and metrics can be a great tool to improve your business. Case studies will be presented which give examples of how SaaS companies have used measurement and metrics to improve their business. There are also many tools available to measure various aspects of a SaaS business and some examples of these will be discussed.

If you are interested in things like why it makes sense to measure customer churn separately from account growth when looking at revenue metrics or want to understand how to measure customer engagement and its relationship to churn this is a course you need to take.

Don MacLennan, CEO, Bluenose Analytics

What Analytics to Measure and How

Customer churn rates, freemium conversion rates, infrastructure costs, customer acquisition expenses along with other metrics combine to drive the success of your SaaS business.

Measuring and improving the right metrics can help focus a business on the key issues. Spending time tracking and improving the wrong metrics can drive your business in the wrong direction or at best waste time. In this session you will learn:

  • What are the key financial, business and operational metrics that you should track as a SaaS business?
  • What metrics and targets do public SaaS companies use?
  • What metrics and targets do venture capitalists and angel investors look for?
  • What operational metrics and targets are appropriate for development, service delivery, customer acquisition and the customer experience?

You will also learn about the operational metrics needed at both the company and functional level to drive good overall results and improvement of the key overall metrics. SaaS companies should be measured differently than traditional ISVs and understanding this can make the difference between success and failure with your first SaaS offerings. Learn about the differences.

Using Improvement targets and metrics can be a great tool to improve your business. Case studies will be presented which give examples of how SaaS companies have used measurement and metrics to improve their business. There are also many tools available to measure various aspects of a SaaS business and some examples of these will be discussed.

If you are interested in things like why it makes sense to measure customer churn separately from account growth when looking at revenue metrics or want to understand how to measure customer engagement and its relationship to churn this is a course you need to take.

Matthew Shanahan, SVP of Marketing and Strategy, Scout Analytics

Big Analytics and Big Revenues in SaaS

SaaS business revenues will grow from $13.5B in 2011 to $32.8B in 2016 (Gartner) and by 2020, over 80% of applications will be deployed via the cloud (IDC). In this new Subscription Economy, customers do not pay for owning a product but for the value they receive by using the service – making traditional revenue management ineffective. In this session, Matt will speak to alternative approaches for pricing and revenue management, and how analytics can help Cloud/SaaS companies transform usage data into revenue opportunities.

Matt will also walk you through a real world use case, Elsevier Business Intelligence, on how they harnessed customer usage data to take them from year-over-year revenue decline to year-over-year revenue growth. Prior to developing a cohesive big data strategy EBI was struggling at identifying which customers would accept rate increases and which customers needed attention to retain them.

They needed a way to leverage their customers’ usage data to segment them based on their actual usage (value) compared to their subscription terms (price). After analyzing customer usage data EBI was able to increase revenue and hone in on which customer to assist in order to retain them, and which customers were likely to increase their subscription level due to their high level of use.

Kurk Spendlove, SVP, iovation

The Analytics Proposition: Extending Capabilities to Drive Revenue

iovation processes over 7 million transactions per day which are fed into an OEM’d Reporting system. In this presentation Kurk will go over the environment that we have set up to allow us to grow to keep up with the business as well as be highly-available.

iovation recently completed a project to upgrade their reporting system from a single Oracle database using WebFocus 7 to a multi-datacenter, multi-server Postgres backend with WebFocus 8. This reporting system is used for external reporting to customers and for internal use as well.

We’ll review some of the reports that we produce for our customers and the reports/portal that we use internally. We all have challenges and Kurk will speak to some of the ones that we have and discuss the future plans for reporting.

Cory Von Wallenstein, CEO, Adored

Lessons from the Field: The Seven Figure Revenue Increase Solution

Dyn CTO Cory von Wallenstein has done the research and found there is a much higher return on investment if you prevent your customers from leaving.

For example, von Wallenstein found that Dyn had a recapture rate of 73 % on Monday through Friday but that percentage dipped to 56% on Saturday and Sunday. Despite this, many of Dyn’s services expired on the weekend. It was a quick fix to change this so they expired during the week, thereby increasing renewals.

  • In this course, von Wallenstein will discuss how he looked at data for:
  • Purchasing patterns.
  • Renewal patterns.
  • Upsell patterns, expired credit card patterns and many more.

He will then discuss the different strategies he implemented to combat these problems that led to great financial success. These strategies can work for any SaaS business to increase revenue and profitability.

Karl Wirth, CEO, Evergage

Leveraging SaaS Analytics to Increase Customer Satisfaction and Company Profitability

Your free trialists and paying customers are talking to you with every action they take (or don’t take) when they use your SaaS application. They are telling you:

  • What works in your system.
  • How engaged they are.
  • Whether they are ready for a cross or upsell.
  • Are they at risk of churn.

The beauty of SaaS is that you can actually listen and respond. By instrumenting your application, you can collect detailed usage and business event data and analyze it.

During this session, we will provide examples of how SaaS organizations today are gaining this insight and how they are leveraging it to better serve their customers, focus their development efforts, and improve their product and profitability.


Jeremy Aber, Aber Law Firm

How to Negotiate and Close SaaS Enterprise Agreements

Getting your enterprise SaaS agreements closed can sometimes make the difference between an ok quarter and a great quarter. However, these deals are getting harder and harder to negotiate and close. So what do you do?

This course examines negotiating strategies and provides many practical tips/techniques that should dramatically help get these deals signed. There are no guarantees, but there are methods to dramatically speed up this process.

Michael Whitener, Partner, VLP

Nine Hot-Button Legal Issues in the Cloud

Sure, SaaS and other cloud services offer a wealth of opportunities – but along with those opportunities come a few potentially nasty legal risks. Service providers can minimize their legal risks by taking certain precautions and using a simple, well-drafted customer agreement (and no, not a recycled software license agreement).

This session will answer questions such as the following:

  • How do you satisfy customer demands for data security without making impossible “Fort Knox” promises?
  • What is the best strategy for dealing with service level agreements (SLAs) and remedies?
  • How do you make sure your potential liability is limited, and what is the single best response when customers expect you to cover their losses in full?
  • What traps should you watch out for in warranty and indemnity clauses?
  • How can you address customer concerns regarding disaster recovery and business continuity?

By the end of this course, you’ll understand cloud legal issues better than most lawyers do!


Jan Aleman, Founder, Servoy

The SaaS/Mobile Application Convergence

SaaS and mobile applications in some cases address different markets but in others combine and converge. In this session, Jan Aleman, CEO of Servoy, analyzes:

  • Four companies entering mobile and SaaS markets.
  • Four different challenges.
  • Four different markets.
  • Four different solutions.

Four separate, real case studies detailing how SaaS and mobile companies met challenges in the areas of:

Moving to SaaS and/or mobile? Then you’re going to have to rewrite your software whether you want to or not. How do you manage the process without driving your company’s collective brain insane? How did one SaaS company succeed in this strategy?

Analyzing the costs and risks of transitioning. If you decided to build your new system from scratch, you’re the main technology provider. Are you up to the task? Can you get it done in a timely fashion? Go the outsource and third party component route and you’re now orchestrating an effort you don’t totally control. Where are the main risks? How did our case study reduce them?

Facing the fact that you’re wrong when you think your UI is a thing of beauty and a great fit to mobile or SaaS applications. It’s not. How did one of your peers deal with this ugly reality?

The changing demographics you’ll need to face when you move to SaaS and mobile markets. And the growing SaaS/mobile connection. Will you repeat the experience of the on-premise firm that built a SaaS version of their product, almost by accident brought it to market, and signed up a thousand new customers in 90 days?

Or can you do better?

Ken Gee, BDO
Assurance Partner, Regional Technical Accounting and SEC Director
Michael Reeves, BDO, Technology and Life Sciences

Revenue Recognition and Accounting Updates for SaaS Firms

Michael Reeves and Kenneth Gee of BDO will provide an update on current revenue recognition rules and best practices associated with SaaS providers. It will provide a foundation in the basic accounting model and also discuss current trends important to all using a SaaS model.

  • Revenue accounting basics.
  • Typical accounting based metrics.
  • Trends we see in accounting models and metrics.

Vital financial information for any SaaS firm.

Jose Briones, Director,
SpyroTek Performance Solutions

Automating Operations: An Candid Analysis of CRM and Marketing and Sales Operations Choices

Choosing a CRM is unfortunately not a simple task.The most fundamental issue is the balance of features/capabilities with ease of use which will determine success or failure for the implementation.

In this presentation we will discuss the most important aspects to consider when choosing a new Sales/Marketing management system for your company. Key topics that will be covered include:

The ongoing migration of CRM systems to the cloud and the most popular choices available.

  • How some products are popular simply because they have been in the market longer, but no longer reflect state of the art in usability, UI and UX.
  • How some products have developed a strong position catering to large enterprises but are not the best solution for a small business.
  • Recommendations on which features and capabilities to explore and evaluate depending on your company’s needs and requirements.

Selecting the right marketing, sales, and operations tools that best fit the way your company does business is not a decision that should be taken lightly.This fascinating presentation will name names and enable you to make the right decision the first time.

Chris Holbert, CEO,

The Future of Wearables/M2M and SaaS: The Next Three Years

In this session, Chris Holbert, CEO of SecuraTrac will focus on how SecuraTrac designed and developed their mobile health and safety apps. Specifically, he will review how SecuraTrac approached the development of their apps and selected the right architecture.

The design considerations span such areas as customer usability to security of personal health information and feature delivery to regulatory constraints. The architectural decisions that must be made are greatly influenced by the decisions made during the design phase and often are affected by the decisions to be made around how the app will be marketed, sold and supported.

Will the features be delivered entirely by the app or will they be delivered from the cloud using the app as the gateway to the cloud-based features or will you employ a hybrid architecture.

What is the best architecture for your app and for your service?

The session will examine SecuraTrac’s:

  • Design for (customer) usability.
  • Design for the market (PHI and regulatory).
  • Alignment of features with intended use, claims and marketing programs.
  • Documentation of the design.
  • Verification and validation of its feature map).
  • Security requirements.

A powerful look into the future for your company.

Paul Giurata, President,
Catalyst Resources

SaaS User Interface Design: Learning How to Paint With a Different Palette

The growth of SaaS is shaking up software user design in ways not seen since the introduction of the graphic user interface (GUI) to the masses by Apple and the first Macintosh.

Many SaaS companies when making the transition to SaaS make the mistake of simply porting their existing applications to SaaS via various approaches such as terminalization, virtualization, and abstraction layers that provide an on-demand infrastructure on which an existing application interface is hastily placed.

This course will examine the direct and negative impact “old school” UI design can have on your bottom line. Detailed before and after case studies will analyze:

  • How you must design SaaS systems for a new user “democracy.”
  • How bad design choices can damage your SaaS revenues
  • Case studies showing before and after redesigns with call outs on the specific design elements that were changed to meet the needs of modern SaaS apps.

If you’re currently transitioning to a new SaaS system attendance at this session is a must.

Ranjith Ramakrishan,
Co-founder and CTO, Opstera

“Connected SaaS Operations” Model

Building and growing a SaaS business requires a deliberate strategy around leveraging a connected operations model to gain insights into customer, business and product interaction.

SaaS businesses are increasingly buying into the benefit of analytics, but struggle when it comes to the specifics of what to measure, the specific customer interaction points to measure these at and how to integrate the various sub systems like lead management, billing, support and the product itself to bring a unified view of the SaaS operations.

Over the last 4 years of building SaaS applications in a B2B environment, it has become clear to that having this unified view of operational metrics is a critical element to scaling SaaS business to drive high CMRR and lower Churn.

During this session, Opstera founder and CTO Ranjith Ramakrishan will analyze and explain how successful SaaS companies can:

  • Integrate individual metrics to take business decisions with a focus on using product usage data and billing metrics to discover if new features are driving upsell conversion.
  • Instrumenting conversion, product adoption and feature usage, support and billing metrics.
  • Building unified SaaS operations dashboards to drive higher customer retention and lower operational costs.

In the 2015 Softletter SaaS Report, 79% of SaaS companies reported they had integrated analytics into their services. Learn how to use the inherent power of SaaS analytics to strengthen your business and revenues.

Stephen Williams, CTO, Experian

Managing a Hybrid Porfolio: The On Premise vs. SaaS Syndrome

Transitioning to SaaS is not a one-time, all-or-nothing event. Even in a simple scenario with one product, an ISV must manage a dichotomy of customers: its new/transitioned SaaS customers vs. its existing on-premise, licensed software customers. This complexity increases dramatically when an ISV has multiple products, each of which may leverage different GTM, pricing, delivery & technology models.

In this session, enterprise SaaS strategist Stephen Williams will examine how ISVs can continually manage their entire portfolio of products to deliver the optimal mix of business models given constantly evolving markets.

Topics include:

  • The spectrum of business model attributes, including GTM, pricing, delivery & technology.
  • Evaluating which products are amenable to different business models.
  • Alternatives for structuring organizations and value-delivery chains based upon business models.
    Leveraging third-party partners & technologies.
  • Real-world case studies from HP and others.

A valuable session of particular interest to companies who need to manage dual on-premise/SaaS product lines.


Rick Chapman, Managing Editor, Softletter

Key SaaS Metrics from The Softletter SaaS and Software Compensation and Best Practices Surveys and Reports

Softletter’sSaaS research provides the industry with the standards and benchmarks by which SaaS technology providers measure their business operations and compare their financial and operating metrics against their peers. Now in its eighth year, The Softletter SaaS Report is the industry’s largest repository of hard data and facts on SaaS.

During this presentation, Softlettermanaging editor Rick Chapman will examine key metrics dealing with:

  • Key growth, churn, and resubscription metrics.
  • SaaS pricing and subscription models.
  • Product architecture and PaaS adoption.
  • Pricing and Subscription models.
  • Discounting and pricing methodologies.
  • Infrastructure and business operations metrics.
  • Channel adoption and usage.
  • Initial deployment and professional services.
  • Most popular integrated analytics and community management platforms.

And much more.

Kevin Dobbs, Senior Executive, Montclare

Why Product Adoption and Consumption are Critical for SaaS Business Success

As any SaaS executive can tell you, it is vital to make your customers successful otherwise they will not renew their subscriptions agreements and a high churn rate will put you out of business quickly. The question we often get is how do best-in-class SaaS firms ensure lower churn rates and higher levels of customer satisfaction?

In this session you will learn how leading SaaS firms are increasingly focused on building and delivering products to their customers that are not only fast to adopt but also easy to consume.

Key topics covered in this course include:

  • How product adoption and consumption improves renewals.
  • SaaS User Adoption Stages: Reach, Depth, Sustainability and Advocacy.
  • Leveraging the Adoption and Consumption Curve.
  • How high adoption rates can deliver better margins.
  • Customer Success metrics and emerging tools.
  • How high adoption rates can deliver better margin.

Montclare in this course also provides tactics and real world examples of how SaaS companies have not only created products that are easy to adopt but also training services that have been designed to increase retention and encourage consumption.

Jay Greenwald, Managing Partner, International Revenue Acceleration

SaaS and International Markets: The World Beckons You

Inherent in the SaaS business model is the opportunity for your company to rapidly expand into international markets and Softletter’s SaaS research shows increasing numbers of companies moving into new markets across the globe.In the 2011 SaaS survey, 69% of SaaS firms reported generating significant revenues from overseas markets.

But where are your best (and worst) international targets? In this session, Jay Greenwald analyzes:

  • SaaS acceptance and uptake in global markets, Latin America and other.
  • How to begin and the concept of international sales becoming a “start-up within a start-up.”
  • Channel considerations in international markets.
  • Budget, sales, and marketing elements that need to be incorporated into your expansion plans.

This course is a must attend for any SaaS company planning an international sales and marketing strategy regardless of what regions and countries you’re aiming to expand into

Sharon Mertz, The Gartner Group

SaaS 2012-2015, and Beyond: State of the Service, Market Impact, and What the Buyers Tell Us

Adoption of the software as a service (SaaS) deployment model has grown for nearly a decade, but its popularity has increased significantly within the last five years. Initial concerns about security, response time, and service availability have diminished for many organizations as SaaS business and computing models have matured and adoption has become more widespread.

But the growing maturity with SaaS has also tested the model and revealed challenges for both buyers and vendors in an increasingly competitive marketplace. The presentation explores emerging trends in SaaS, profiles the vendor landscape and market impact, and summarizes evolving user adoption patterns of SaaS worldwide based on recent regional survey results.

Key and up-to-date Gartner data will be made available to conferences attendees during this presentation. The session concludes with recommendations to consider implementing today for both buyers and providers of SaaS solutions.

Zach Nelson, CEO, NetSuite

SaaS: The Tipping Point

NetSuite CEO Zach Nelson’s last Softletter keynote address was in 2008, when cloud computing was very much in doubt and not yet mainstream.Now, the Cloud has reached a tipping point and what was seen as a novelty just a few years ago has quickly become the most important trend in information technology. Cloud computing is devouring the opportunities once owned by the on-premise software giants.

Zach Nelson explains why the Cloud has become an unstoppable force in enterprise computing, from IT efficiency and business productivity to driving fundamental, irreversible transformations in business models.

He also offers his thoughts on why the Cloud has become the dominant software model in the industry, how companies such as Microsoft, Oracle, and SAP will respond to the tectonic shifts caused by cloud computing, and what Cloud pioneers like NetSuite see in the future for leading trends such as mobile, social and platform-as-a service as a way for companies to deliver innovative solutions to meet the challenges of tomorrow.


Merritt Alberti, Director, Deloitte Consulting

Selling Professional Services in SaaS: Necessary Evil, or a Strategic Part of your Revenue and Profits?

For software companies used to large implementation contracts, shocks await you in SaaS. Professional services are not as highly valued by your customers and there are critical differences between on-premise enterprise software and SaaS professional services implementations.

This session will analyze:

  • Six critical components of an effective SaaS professional service organization.
  • Managing project/one-time revenue vs. recurring revenue streams in professional services.
  • Shifting from “on-site” service delivery to a remote services delivery model.

This course will prepare you to understand how to effectively provide and profit with professional services in SaaS.

Tim Diassi, EVP, UnicornHRO

Profiting in Professional Services

Professional Services in SaaS is a very different proposition from the one found in on-premise software. Margins are lower. Revenues for most companies for sales of professional services. Turn around on projects must be faster. Companies aren’t interested in seeing professional services personnel from your company hanging around in unoccupied cubicles for months at a time.

The good news is that the SaaS model opens up new vistas in services. In this session, Tim Diassi of UnicornHRO will share his firm’s experiences in opening up these vistas and profiting from new opportunities in services.

Alyssa Dver, Mint Green Marketing

Collateral Damage: Is Marketing Sucking the Profits Out of Your Company?

Whether hiring internal staff or outsourcing marketing services, every company worries if they are making the right marketing decisions. Should your company be using social media by Tweeting, blogging or having Facebook and LinkedIn business pages?

Or should you instead send a regular newsletter, buy a lead list or go to more tradeshows? Are you even getting the most out of your current investments of money AND time? During this session, you will learn to:

  • Align your company’s marketing strategy, personnel, and programs.
  • Ensure that the right measurements are in place to ensure revenue and profit growth.
  • Apply filters to judge if marketing is well thought-out and the best use of company resources.

This presentation helps executives that work with, but are not themselves marketers, to objectively assess and realign their own company’s marketing.

Founder and CEO of the global consulting company, Mint Green Marketing, Alyssa Dver uses entertaining case studies and real client examples to demonstrate how easy it can be to be intuitively more strategic. Attendees learn quickly how to clearly align every marketing initiative so they can ensure their own marketing is delivering real sales results.

Ted Finch, President, Chanimal

How to Build a Killer SaaS Reseller Channel

Another fast, enthusiastic and content-rich presentation from Chanimal! Covers the essential phases of creating a SaaS reseller channel including:

  • Defining a program resellers FIGHT to join (think Apple iPhone lines).
  • Common & SPECTACULAR recruiting techniques. Ever recruited over 2,300 partners in 90 days?
  • How to train & feed a hungry sales horde (now “that’s” enablement!). Real Steel channel management (versus tin can channel neglect). Plus…SaaS “is” different–here’s why and here’s how to adjust. Features multiple-personality case studies and sage advice on where to start, plus the #1 resource to copy and succeed.

Channels can provide the greatest returns ever–find out how. If you want to increase your sales and multiply your chance of channel success with SaaS–then you need to attend this session.

Jim Geisman, Software Pricing

Crossing the Finish Line: Doing “Big Deals” in a SaaS World

At last your company gets the call you have been dreaming about: one of your high-profile customers want to talk about standardizing on your software and may want to install it behind their firewall. Until now most of your big deals have been around 50 seats or so and have been remotely hosted. The head of sales is excited but you want to make sure you’re so you don’t leave money on the table.

When you get “the call” will you be ready? Have you laid the right groundwork? Is your discount schedule suitable? Do you have the right package of product and services? Do you know which terms to stand firm on and which to concede?

This presentation will help you more effectively price, package and negotiate the big B2B SaaS deal so you can do the deal faster and more profitably.

Harold Holgren, The York Group

Compensating Your Channel Partners and Your Salespeople

One of the biggest issues for SaaS vendors is developing the right compensation models to motivate channel partners and salespeople. In an on-premise world this is easy – pay them a margin or a commission when you collect your license fee.

Indirect Channels

  • Margins vary by product price, type of channel and end users.
  • Concept of “total revenues.”
  • What are others doing?

Direct sales

  • How are you paid by your customer?
  • Hunters vs. farmers.
  • Setting quotas.
  • Incentivizing on-premise salespeople to sell SaaS.

This session will help you manage the new issues presented by reseller channels in the cloud, manage channel conflict, and optimize your channel sales compensation operations.

Robert Jurkowski, CEO, On Demand Advisors

Increase Your Customer Upsell and Grow Revenue by 50%

For most SaaS, companies the most underutilized asset is their current customer base. When we review financial statements, only 10% to 20% of the revenue is coming from current customers; this should be much higher.

Often messaging focused on customers is how to use or benefit from their existing service. We will discuss messaging and offers that help you customers expand their horizon and buy additional solutions and services. Your customers or four times more likely to buy from you than a new prospect.

In this presentation, we will focus on breakthrough ideas that you can implement today to upsell and cross-sell your customers and significantly grow your revenue by 50%.

This presentation is divided into three areas:

  • How do you expand the pie? – How do you upsell and cross-sell your customers?
  • Can you offer progressive bundling to upgrade your customers?
  • Can you productize your offering to make them repeatable?
  • Can you expand your vision and build on a portfolio of add-on solutions?
  • Can you think “out of the box” about how to deliver outcomes to your customers not just services or solutions?

How do you make it easy for your customers to opt-in?

Customers have very different needs and expectations that your prospects. We’ll demonstrate how to make it easy it easy for your customers to say “yes” to your up sell or cross sell offers while simultaneously reduce the sales effort required to close the add-on sale.

What steps, once executed, will sustain this ongoing revenue stream for your company? We’ll provide you a visual, step-by-step map that you can follow to execute your customer upsell program and ensure that your customers are receiving the maximum value from your solutions, services and your company.

Finally, we’ll discuss an exciting new book for technology companies, Consumption Economics, that will change the way you organize around and engage your customers.

Jack Mardack, Growth Hacker, Prezi

The Physics of Freemium: Is the SaaS Freemium Model Right for You?

Freemium has worked for some companies to build sales and revenue, but is it right for you? Join Prezi Growth Hacker Jack Mardack for an action-packed session where he will lay out whether or not Freemium will work for you, and if it will work for you, what works and what doesn’t.

Freemium is a high sensitivity model, because a one percentage point change in conversion separates profit from loss, and a single capability made free or paid separates a small user base from a big one. Success or Failure rides on a couple decisions. With freemium you have to get it exactly right. Come learn from the experience of others and discover:

  • Is freemium right for your company?
  • How to maximize conversion rate.
  • How to build a huge user base.

An invaluable session for any SaaS marketing executive.

Anthony Nygren, Executive Vice President, EMI Strategic Marketing

Drive Demand, Sales Efficiency, Retention, and Upsell/Cross-sell Through Triggered Campaigns

To survive and thrive, SaaS businesses must maximize the efficiency of their pre-sales activity and the impact of their post-sale customer engagement and marketing.

One powerful tool for combating high sales costs, low retention rates, and sub-par upsell/cross-sell performance is the behavior-based triggered campaign. These triggered campaigns use the knowledge gained through observed behavior of groups of customers and prospects to target those audiences with more compelling messages.

This session will provide a framework for identifying the triggered campaign or campaigns that will have the biggest impact on your top- and bottom-line and will provide real-world examples including:

  • An onboarding campaign that helped increase customer retention by 60%.
  • SALES FUNNEL emails that dramatically increased sales efficiency.
  • Engagement campaigns with 65% better open rates and 450% better click-through rates than average.

Case studies from SaaS companies who have successfully executed trigger campaigns will be highlighted during this course.

Ken Rutsky, President, KJR Associates

Velocity Marketing in SaaS

Ken Rutsky is a Product and Service Marketing Consultant, and has spent 20+ years in the industry, launching his first Internet services while at Netscape from 1995-99.Since then, he has been CMO at several start-ups and ran Network Security Marketing at McAfee.Ken launched McAfee’s Secure Web Protection Service, and his time as a consultant has included the launch of Nimsoft’s On Demand service.

Today, as the Founder and President of KJR Associates, Inc, he is laser-focused on helping ISVs and SaaS start-ups understand how to bridge from the world of products to SaaS Services with their mindset, organization and go-to-market tactics.

Jeff Saling, Co- Founder, MyBuzzTools

SaaS Sales & Services Compensation Methodologies

Selling and delivering SaaS solutions require a different approach from a traditional on-premise or perpetual licensing model. You need to align your compensation strategies with your new business model. Key factors are:

From a Sales perspective, you need to compensate your sales personnel while managing cash flow. You need to take into account different compensation models and approaches based on your company’s growth and development stage. Do you want to pursue multi-year deals and increase cash flow up front? How are you going to motivate your sales force to do so without giving away the store?

Do not forget service delivery. How are you positioning your services offerings based on your product maturity? How do you appropriately transition your services organization from a traditional time and materials methodology to a packaged or subscription model so you can adequately motivate your service team while amply enabling your customers?

Lastly, but definitely not the least important is ensuring renewals and customer loyalty. How do you ensure after you acquire your new customers and enable them in your solutions that they continue to renew? This is probably the most important factor given in a SaaS model you are pricing over a duration of time versus receiving all the cash up front.

Do you have a salesforce? If so, this course is a must “attend.”

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