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Show Notes
2022 and 2023 brought new pressure to the software industry that many mature industries have felt for a long time. Here’s our take on what happened and where we go from here.
What happened?
- 2010–2021 were the years of plenty, with an extra push in the back from COVID
- Since growth capital was so cheap, it was easy to get away with mediocre performance
- The bar of performance was not high enough
- Growth was seen as a metric of success, not profit
Where do we go?
- Add discipline to how you run, just do the basics really well
- Deliver at a higher standard of execution
- When you apply success metrics and business expectations of other industries to many companies in the software industry, software performance is poor
- People got more excited about growth than things like CAC, and getting the most out of the customers and funnel they already had
- Do your research. Find out where your competitors are lacking quality and invest your efforts in that.
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Topics
b2b software saas marketing cmo strategies product content marketing go to market product strategy marketing leadership growth startups