Stay ahead with customer value thinking.

Customers stay loyal to a brand when they see value in a product. It doesn’t matter how many features the product has or how many problems it can solve. If a product can’t meet at least one business need, the customer will seek greener pastures elsewhere.

Chief Revenue Officers (CROs) and their organizations are facing more pressure than ever. With staffing challenges nationwide, today’s leaders need strategies that distinguish their sales and customer success teams as both contributors to the company’s overarching goals and as a great group to be a part of. While the bottom-line impact of value selling is undeniable, humans are not always receptive to change. So how do you get your team to adapt and embrace the potential of value selling? Give them powerful ways to win fast in the 2022 selling cycle.

In 2020 and 2021, we gathered panels of top CROs and organizational leaders to discuss the current SaaS landscape and make industry-informed predictions about what is to come. One thing has been consistent—the sales landscape is always evolving and changing to optimize the customer and business experience. Our panel of influential leaders and visionaries are providing insights on value selling and customer lifetime value for the coming years. In comparing what we heard in 2020 and 2021, there are some strong consistencies, but an evolution is clearly in the works.

In the digital age, there are metrics and KPIs that are tremendously important to any business. I could provide a list of them, but they are readily available on the Internet. In the SaaS business in particular, customer lifetime value is by far the most critical one. And the term itself contains the words that are essential in making sure a business is profitable and sustainable over the long run.

CROs are the drivers of the growth engine. They need great technologies to enable their teams and must ensure their technology are embraced and adopted by other CROs. They are both the target and the adopter/executor in the SaaS world. We see three primary goals of focus on for CROs to be successful in the context of greater technology availability, greater requirement for speed, and greater needs to technology impact. Let us look at them separately.

Personalizing the customer experience is about catering to your customers and understanding all of the elements they need to be successful with the product or service being offered. Customers have the luxury of clicking a button and just buying a product. When that happens they are not getting a personalized experience when it comes to buying a product. Personalizing customer experience all starts with marketing and sales alignment, developing customer profiles, and developing a positive customer experience that will keep customers coming back.