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Land>Expand>Explode: How to
Win the Long Game
in SaaS
Rajesh Ram
CCO & Co-Founder at Egnyte
• Launched in 2008
• Content Platform for Business
• 600+ employees
• Privately Backed
• Polaris, Kleiner Perkins, Google, Goldman Sachs
• 15,000+ Paying Customers (No Freemium)
• Balfour Beatty, Boston Consulting Group, BuzzFeed, IKEA, NASDAQ, Red
Bull, Yamaha
Market focus and results
• Target market
• Commercial (10-500 emp.)
• Mid-market (500-5000 emp.)
• Target buyer
• IT
• Used by all employees
• Who we do not target
• Consumers (freemium)
• Large enterprise
• Annualized gross $ churn < 6%
• Average customer life > 5 yr.
• Net retention rates > 100%
Land>Expand>Explode
- Consumerization changed enterprise software sales
- Try before you buy
- ‘Big deals’ upfront are few and far between
- A sale is the beginning, not the end
- Earn your business every year (churn is a reality)
- Competitive landscape for SaaS makes “lock-in” harder
- Land>Expand>Explode
- Mission statement driving our behavior vs. a self serving strategy
- Create mutual value vs. customer-vendor transactions
Defining Land>Expand>Explode
150
0Employees
Local Addressable MarketUse Case
Universe
1
2
34
5
6
Industry
Value Attainment
Churn Risk
Land Expand Explode
1) The Land
- A promise to solve the customer’s problem
problem
- Understand needs  Articulate a solution
- Can they learn from you
- Unique knowledge, peer experiences and data
- Establish ‘value contract’
- Quantum of value (Financial or operational metrics)
- Time to value
Value Attainment
Churn Risk
Land Expand Explode
2) The Expand
-Fulfill value contract
- Builds your “champions”  internal virality
-Ingredients
- Product experience
- On-boarding experience
- How you address ‘unknown unknowns’
-Types of expand
- Increase in units
- Additive use cases
- Advanced features
Value Attainment
Churn Risk
Land Expand Explode
3) The Explode
A successful explode is possible with
- Reliability of product & customer experience
- Increased value attainment
Continued education
- Is there greater value to be achieved?
Industry presence and alignment
- Creates peer pressure and validation
- Risk mitigation for the buyer
Executive alignment
- People buy from people
Mutual benefit peaks
150
0Employees
100% Local Addressable
Market Penetration
100% Use Case
Coverage
1
2
34
5
6
Value Attainment
Churn Risk
Land Expand Explode
- Solve a problem for one project
- Project IT decision (no corporate IT)
- Delivered unique solution and $5M savings
- Internal virality
- Project IT decisions (no corporate IT)
- Corporate IT slowly took notice
- CIO decision to standardize across company
- Eliminated competitive solutions
- 100% use case and LAM penetration
- Customer has been with us 7 years
Expand: Spread to 12 projects
(750 employees)
Land: DFW project
(150 employees)
Explode : Company wide
(3000 employees)
The Takeaways
- Land  Expand  Explode has to be an internal battle cry
- A strategy to build and sustain customer value
- Creates partnerships and long term customer champions
- Requires investment and collaboration across all functions
Thank You!
Please feel free to email me at:
RRam@Egnyte.com

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Land, Expand, Explode: How to Win the Long-Game in SaaS with Egnyte

  • 1. Land>Expand>Explode: How to Win the Long Game in SaaS Rajesh Ram CCO & Co-Founder at Egnyte
  • 2. • Launched in 2008 • Content Platform for Business • 600+ employees • Privately Backed • Polaris, Kleiner Perkins, Google, Goldman Sachs • 15,000+ Paying Customers (No Freemium) • Balfour Beatty, Boston Consulting Group, BuzzFeed, IKEA, NASDAQ, Red Bull, Yamaha
  • 3. Market focus and results • Target market • Commercial (10-500 emp.) • Mid-market (500-5000 emp.) • Target buyer • IT • Used by all employees • Who we do not target • Consumers (freemium) • Large enterprise • Annualized gross $ churn < 6% • Average customer life > 5 yr. • Net retention rates > 100%
  • 4. Land>Expand>Explode - Consumerization changed enterprise software sales - Try before you buy - ‘Big deals’ upfront are few and far between - A sale is the beginning, not the end - Earn your business every year (churn is a reality) - Competitive landscape for SaaS makes “lock-in” harder - Land>Expand>Explode - Mission statement driving our behavior vs. a self serving strategy - Create mutual value vs. customer-vendor transactions
  • 5. Defining Land>Expand>Explode 150 0Employees Local Addressable MarketUse Case Universe 1 2 34 5 6 Industry Value Attainment Churn Risk Land Expand Explode
  • 6. 1) The Land - A promise to solve the customer’s problem problem - Understand needs  Articulate a solution - Can they learn from you - Unique knowledge, peer experiences and data - Establish ‘value contract’ - Quantum of value (Financial or operational metrics) - Time to value Value Attainment Churn Risk Land Expand Explode
  • 7. 2) The Expand -Fulfill value contract - Builds your “champions”  internal virality -Ingredients - Product experience - On-boarding experience - How you address ‘unknown unknowns’ -Types of expand - Increase in units - Additive use cases - Advanced features Value Attainment Churn Risk Land Expand Explode
  • 8. 3) The Explode A successful explode is possible with - Reliability of product & customer experience - Increased value attainment Continued education - Is there greater value to be achieved? Industry presence and alignment - Creates peer pressure and validation - Risk mitigation for the buyer Executive alignment - People buy from people
  • 9. Mutual benefit peaks 150 0Employees 100% Local Addressable Market Penetration 100% Use Case Coverage 1 2 34 5 6 Value Attainment Churn Risk Land Expand Explode
  • 10. - Solve a problem for one project - Project IT decision (no corporate IT) - Delivered unique solution and $5M savings - Internal virality - Project IT decisions (no corporate IT) - Corporate IT slowly took notice - CIO decision to standardize across company - Eliminated competitive solutions - 100% use case and LAM penetration - Customer has been with us 7 years Expand: Spread to 12 projects (750 employees) Land: DFW project (150 employees) Explode : Company wide (3000 employees)
  • 11. The Takeaways - Land  Expand  Explode has to be an internal battle cry - A strategy to build and sustain customer value - Creates partnerships and long term customer champions - Requires investment and collaboration across all functions
  • 12. Thank You! Please feel free to email me at: RRam@Egnyte.com

Hinweis der Redaktion

  1. Quick background, solely an intro to set up credibility for knowing about Land, Expand, and Explode