Customers are on a journey

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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What is the Product the Customer Buys Before They Buy Yours? by @ttunguz

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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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Cloud computing is on-demand access, via the internet, to computing resources—applications, servers (physical servers and virtual servers), data storage, development tools, networking capabilities, and more—hosted at a remote data center managed by a cloud services provider (or CSP). The CSP makes these resources available for a monthly subscription fee or bills them according to usage.

Cloud computing has the following benefits:

  1. Lower IT costs
  2. Improved agility and Time-To-Value
  3. Better scaling.

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What is Cloud Computing?

ibm.com

Usage-Based Pricing

Usage-based pricing is a go-to-market model where the customer pays based on how much they use your product or service. 

It goes by many names: consumption-based pricing, pay-per-use pricing, and pay-as-you-go pricing.

The simplest examples of these are utility bills like water and electricity.

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3 Ways to Employ Complex Usage-Based Pricing

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A new era of consumer research

PepsiCo uses a tool called Tastewise, which deploys algorithms to uncover what people are eating and why. The AI-driven tool analyzes massive quantities of food data online.

AI collects data that consumers don't report in focus groups.

Through findings from the tool, PepsiCo incorporated seaweed into a flavored savory snack. It's been a top seller since it was brought to the market.

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How PepsiCo uses AI to create products consumers don’t know they want

venturebeat.com