If SaaS Products Sell Themselves, Why Do We Need Sales?
Summary
This article debunks the myth that SaaS products sell themselves, emphasizing the critical role of enterprise sales. It argues that complex decision-making processes within large organizations, due to legacy systems, internal politics, and incumbent vendors, necessitate a proactive sales approach. The core purpose of sales, according to the author, is not just to communicate value but to create new value for customers by helping them navigate their internal buying processes and overcome inertia. The article outlines a three-step framework for enterprise sales: 1. "Why should I do anything?" (identifying customer initiatives), 2. "Why your solution (vs. competitors')?" (crafting success criteria and differentiating the product), and 3. "Why now (vs. investing elsewhere)?" (building a quantifiable business case). Ultimately, it highlights that while good products are essential, strong sales teams and customer advocacy are crucial for capturing market share and achieving a "land-and-expand" strategy in the competitive SaaS landscape.