If you’re a SaaS company and you’re selling your product - you’re doing it wrong.

At one enterprise SaaS company, I lead the transformation of the sale and we went from 2-year, $160K product deals…to 4-year, million-dollar strategic partnerships. And in the two years I was there - I never once looked at the product. Because the product wasn’t the problem. Perception was.

We sold to the boardroom, not the back office. We solved their critical business challenge. We didn’t sell them a product. And we didn’t just point to the challenge. We showed them what they weren’t seeing.

That’s where the value is. That’s how you change the game.