TECH SUPPLIER Mar 2019 - Conference Proceeding: Tech Supplier - Doc # DR2019_BS1_EN
The Evolution of SaaS and the Buyer's Journey
These event proceedings were presented at the IDC Directions conferences in Santa Clara and Boston in March 2019.
The SaaS market has grown at a rapid pace and shows little sign of slowing. SaaSification of industries and functional markets is on the rise, demand for verticalized SaaS solutions is growing, and the SaaS market's journey toward industry clouds continues to unfold. From a SaaS buyer perspective, expectations continue to heighten surrounding what software vendors should and, ultimately, must provide if they want to survive over the long term. With increased competition and added complexity, it's now more important than ever for SaaS providers to better understand what their customers and prospects really want, how they want to be "sold to," and what their priorities are. This understanding will help SaaS providers properly set their strategic positioning and better craft go-to-market messaging. Eric Newmark examines the current SaaS state of the union, discusses changing buyer expectations, and looks at where the market is headed.