IT, Tech & SaaS companies sell adoption, expansion, and reliability

IT, Tech, and SaaS companies grow through a combination of software adoption, sales execution, and delivery reliability. Revenue is shaped by how well sales motions, packaging, pricing and services work together over time. Understanding this interplay is critical to improving revenue quality, retention, and scalability.

Growth depends on adoption and expansion
Sales models vary by customer and segment
Revenue comes from subscriptions, licenses, and/ or usage
Services and support materially impact margins
Pricing decisions shape retention and expansion

Our experience in IT, Tech & SaaS

Typical Commercial Setup

Most IT, Tech, and SaaS companies organize around product and engineering first. Sales organizations are often highly professionalized, with strong tech enablement, SDRs, automation, and a clear split between hunters and farmers. As packaging and delivery evolve alongside growth, misalignment increases as complexity rises.

Multiple sales motions coexist, with ownership across them missing
Delivery teams are reactive and don't actively support growth
Commercial decisions are decentralized and subjective
Nobody in the organisation owns churn
Cross-selling difficult to achieve

Pain points we see in the industry

IT, Tech, and SaaS companies often scale revenue before they scale commercial clarity. As a result, complexity grows in sales execution, service delivery, and monetization which reduces simplicity and predictability.

Sales

Sales motions differ by segment, increasing complexity of sales
Discounting replaces value articulation
Expansion depends on individuals, not structure
Sales and product feedback loops are weak
Forecasting confidence declines with scale

Pricing

One-size-fits-all pricing limits expansion
Bundles exist but are poorly enforced
Land & expand happens without structure
Pricing models evolve organically with growth
Discounting replaces structured pricing

Delivery

Implementation runs over budget with limited options to monetize
Customizations blurs product structure
Badly handled incidents and service requests destroy trust
Customer Success/ SDMs insufficiently can increase customer satisfaction
Project managers avoid difficult customer discussions

What Strong Firms Do Differently

Strong IT, Tech, and SaaS companies align sales, packaging, pricing and delivery around how customers actually buy, adopt, and expand. They also have a system where Customer Success supports customer adoption and happiness which in turns increases upselling/ monetization. This alignment creates confidence, repeatability, and sustainable growth.

Sales motions are clearly defined, measured and orchestrated between
Packaging & Pricing supports adoption and expansion, accelerated by Customer Success
Delivery and support reinforces commercial promises
Expansion is a structured & repeatable process with clear cross-/ up-selling paths and trigger visibility
Discounting is actively managed with a clear governance being enforced