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The Long Slow SaaS Ramp of Death
Business of Software Conference USA 2012
Gail Goodman, Constant Contact
www.businessofsoftware.org
gail goodman
ceo, constant contact
@gail_goodman
they said it couldn’t be done…
l o n g , s l o w r a m p o f d e a t h
revenue
time
revenue
time
partners
free viral
new pay-gate
there are no silver bullets
product changes
how will prospects learn about you?
how will you reach them?
how does prospect and customer engagement
lead to customer value and conversion?
how will you drive retention + referrals?
innovate
everywhere
LIFE
TIME
V
A
L
U
E
* gross margin
(−) cost of acquisition
ARPU
* retention
( )
l o n g , s l o w r a m p o f d e a t h
revenue
time
2002 2005
revenue
time
inflection
point
2006 now
gail goodman
ceo, constant contact
@gail_goodman
…but we went out and
did it anyway
they said it couldn’t be done…

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BoSUSA12 | Gail Goodman | The Long Slow SaaS Ramp of Death