Revenue teams waste the most SaaS licences
Interesting reports out recently from SaaS purchasing platform Vertice.
They help their customers procure SaaS solutions and as a result they sit on a huge amount of purchase and usage data.
One of the graphics from the report shows the relative adoption of products by user group - and revenue teams (Marketing, Sales and Customer Success) do not fare well.
Revenue teams take up positions 1, 2 and 4 in the least adopted platforms, with Sales the worst offender - only 48% of possible seats were used in the previous 30 days.
“52% of sales SaaS licenses are either barely used or not used at all by the employee they were intended for.”
This shows that sellers either don’t see value in the tools, or the proliferation of tools makes it too confusing to know what to use when.
The paradox of choice results in a return to a favourite tool.
In Vertice’s report on Sales tools they note that the Sales represents 18% of a company’s spending on SaaS - larger than any other department.
“Organizations spend around $9,000 on SaaS for every sales employee. This is double the average for employees in other departments.”
Revenue teams have access to a huge tech stack, only some of which I have captured here:
When looking at your SaaS spend, and your adoption, take a look at a day in the life of your marketer, your seller or your CSM.
How many tools are you asking them to engage with?
Is the experience intuitive?
When and where are they trying to access these tools
What problem does the tool solve for the user themselves (not leadership)
The analysis is showing that more is not better - you need to integrate your tools into a single pane of glass (typically CRM for sellers) giving your revenue teams one place to go, and a higher chance of successful adoption.
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Whenever you are ready, there are two ways that I can help you accelerate your revenue.
Buyer Experience Audit - I’ll impersonate a buyer researching your segment and company and let you know what I find. Ideal for planning your Revenue Operations strategy.
RevOps Impact Playbooks - I’ll help you implement one or more tactical processes across your revenue teams - content, referrals, testimonials, adoption and more.