Recently I noted that SaaS vendors that specialize in business applications are attempting to roll out new programs to attract channel partners and reduce customer churn based on more stickiness in their contracts. One example is here.  As such, I did some research around the web and found a really good blog here that is worth a read to the growing market of ERP, CRM and BI SaaS providers.

The blog articulates the three critical areas for SaaS vendor success, those being (and I quote):

1) Number and cost of prospects acquired

2) Velocity rate and conversion costs of turning prospects into customers

3) Churn Rate

Mr. Cleveland then goes on describing why addressing churn rate is crucial to long term success and as such it needs to be someone’s daily job. I wholeheartedly agree with this point.

In my most recent role with a very large software multi-national, I lived in a world where teams and virtual teams constantly mulled over business strategy, marketing execution, sales excellence, etc. More often than not these teams failed if there was not two things 1) a clear leader 2) a leader with authority.

The reason I feel this is important is that in a very recent discussion I had with a VP of Operations at a North American company that uses SaaS happened to comment the reasons they continue to stick with SaaS are:

1) the trust that the vendor can do the job better than they can (b/c its their focus);

2) the belief that SaaS is the future; but most importantly

3) they forged a strong relationship with the vendor and have someone accountable on their side if there is a problem.

It’s interesting to me that to address this that vendor’s might try to develop a partner network to displace this responsibility. Not to say it cannot work, but I question for how long? And how committed is the vendor to the partner and their ability to support the end customers?

Rather than SaaS customers waiting for vendors to define the engagement model that best suits them, it is my opinion that this is the best time for end-user and those ‘fence sitters’ that are starting to seriously consider SaaS to run, manage and secure business applications that they begin sharing ideas and examples of what assurance they needs/expect from a provider.

My advice for end-user when engaging a SaaS supplier, they need to ensure they have a master agreement of their expectations in place. A good starting place is here with the SaaS customer bill of rights. Take this very well written document and use it as a starting place for a SaaS Master Agreement template – potentially similar to current IT vendor/support Master Services Agreement that you may current have.