What is the Product the Customer Buys Before They Buy Yours? by @ttunguz
tomtunguz.com
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Customers are on a journey
What is the product a customer buys immediately before they buy yours? Usually, customers, especially during a process of digital transformation, are on a journey.
Examples:
- modernizing the sales infrastructure from simply Salesforce to a broader suite of call recording, marketing attribution, and sales content enablement
- migrating to a Kubernetes stack to power a microservices architecture with distributed tracing
The typical mid-market company purchases 137 SaaS products, and the figure grows 30% annually.
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Where are you positioned?
Which is the rung of the software ladder immediately beneath yours? Whatever it is, those are the companies to partner with, develop technical integrations to accelerate adoption, co-sell and generally go-to-market alongside.
After a prospect has adopted the software rung below yours, their eyes will rise to yours, and that’s your opportunity to win the great game of Risk played in software.
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