Moving from a Sales Led to a Product Led Business: Evaluation and value delivery in SaaS products self-service
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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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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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7160 |
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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 |
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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) |
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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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