Moving from a Sales Led to a Product Led Business: Evaluation and value delivery in SaaS products self-service

Detalhes bibliográficos
Autor(a) principal: Lourenço, André Teixeira
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/149952
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
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spelling Moving from a Sales Led to a Product Led Business: Evaluation and value delivery in SaaS products self-serviceProduct-ledSales-ledSoftware evaluationValue DeliverySaaSBusiness modelSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructureSDG 10 - Reduced inequalitiesDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsSaaS companies are transforming their traditional sales processes by taking advantage of their products as the main vehicle to acquire, activate, and retain customers. We focused on the SaaS software evaluation process and value delivery to examine how SaaS products that can be evaluated in self-service, by the users, deliver value along the customer journey. For this, we conducted qualitative research through in-depth interviews with senior executives from companies in different growth stages and geographies and observations to explore the strategies and organizational initiatives to seize the opportunities associated with product-led business models. Our findings evidence two main categories - evaluation and value. Evaluations start top-down, driven by a clear strategic direction from the management team or to address a pressing need that is hindering the business from moving forward, or bottom-up, started by the users with a clear use case, and connected to an urgent, often daily, need. Value, in the product-led model, is now delivered sooner on the customer journey creating a shift to the left in value delivered, now closer to the start of an evaluation, and value captured is going right, now after value is delivered and the product is started to be adopted. A discussion on how sales-led and product-led evaluation and value delivery, across the customer journey, differ is presented. Finally, we offer recommendations to business leaders wanting to move to product-led growth.Pinto, Diego CostaDalmoro, MarlonRUNLourenço, André Teixeira2023-03-03T17:22:57Z2023-01-262023-01-26T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/149952TID:203240880enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:31:51Zoai:run.unl.pt:10362/149952Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:53:55.428072Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Moving from a Sales Led to a Product Led Business: Evaluation and value delivery in SaaS products self-service
title Moving from a Sales Led to a Product Led Business: Evaluation and value delivery in SaaS products self-service
spellingShingle Moving from a Sales Led to a Product Led Business: Evaluation and value delivery in SaaS products self-service
Lourenço, André Teixeira
Product-led
Sales-led
Software evaluation
Value Delivery
SaaS
Business model
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
SDG 10 - Reduced inequalities
title_short Moving from a Sales Led to a Product Led Business: Evaluation and value delivery in SaaS products self-service
title_full Moving from a Sales Led to a Product Led Business: Evaluation and value delivery in SaaS products self-service
title_fullStr Moving from a Sales Led to a Product Led Business: Evaluation and value delivery in SaaS products self-service
title_full_unstemmed Moving from a Sales Led to a Product Led Business: Evaluation and value delivery in SaaS products self-service
title_sort Moving from a Sales Led to a Product Led Business: Evaluation and value delivery in SaaS products self-service
author Lourenço, André Teixeira
author_facet Lourenço, André Teixeira
author_role author
dc.contributor.none.fl_str_mv Pinto, Diego Costa
Dalmoro, Marlon
RUN
dc.contributor.author.fl_str_mv Lourenço, André Teixeira
dc.subject.por.fl_str_mv Product-led
Sales-led
Software evaluation
Value Delivery
SaaS
Business model
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
SDG 10 - Reduced inequalities
topic Product-led
Sales-led
Software evaluation
Value Delivery
SaaS
Business model
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
SDG 10 - Reduced inequalities
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
publishDate 2023
dc.date.none.fl_str_mv 2023-03-03T17:22:57Z
2023-01-26
2023-01-26T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/149952
TID:203240880
url http://hdl.handle.net/10362/149952
identifier_str_mv TID:203240880
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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