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Telemarketing as a new sales channel for SaaS

Telemarketing as a new sales channel for SaaS. SIIA On Demand Amsterdam, Wednesday, 11 June 2008 Stefan Suttarp, CEO Axtera. Agenda. The present German/ DACH SW market - a complex system SaaS will change the sales structures in the SW market Telemarketing as a new sales channel for SaaS.

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Telemarketing as a new sales channel for SaaS

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  1. Telemarketing as a new sales channel for SaaS SIIA On Demand Amsterdam, Wednesday, 11 June 2008 Stefan Suttarp, CEO Axtera

  2. AXTERA Präsentation 2008 Agenda • The present German/ DACH SW market - a complex system • SaaS will change the sales structures in the SW market • Telemarketing as a new sales channel for SaaS

  3. Big Players: concentrate on big enterprises via KAM targeting large accounts Smaller SW providers: concentrate on indirect sales, minimum brand/ marketing power  Low rate of segmentation and no systematic market approach for the SME market Pull market: passive demand awareness, no action, only reaction The present German/DACH SW Market - a complex system direct Key Account Management / Internet TOP Independent dealers SME Small SW providers and Big Players BOTTOM sales reps VAR/ VAD SO HO indirect SO HO Internet sales Secondary dealers Foreign players Seite 3 AXTERA Präsentation 2008 Big Enterprises Large Accounts 30.08.2014

  4. SaaS will change the sales structures in the SW market direct Key Account Management / Internet Independent dealers Small SW providers and Big Players sales reps VAR/ VAD indirect Internet sales Secondary dealers Foreign players AXTERA Präsentation 2008 new value creation/ value chain by SaaS will change business models SW Providers VAR/VAD traditional market approach licence sales- comission Project-/ integration- revenues Service contract licence sales SaaS market approach • licence rent- comission • Minimized participation in value chain • Long but low volume of revenue streams licence rent

  5. Telemarketing as a new sales channel for SaaS Seite 5 AXTERA Präsentation 2008 Indirect sales channels via VAR and VAD: • Are not able for a systematic market approach – Push market • Are not interested in SaaS- solution due to lack of profit margin/ low volume projects • SW Telemarketing as a new additional sales channel closes the gap • It reduces the sales costs, especially in the lower SME-segment, despite using highly qualified IT experts. • The customer has the new SaaS product explained and sold to him directly (enabling): Telemarketing Centre acts as a consultant in the selection of the SaaS system that can best solve the customer's problem. • telemarketing reduces the time-to-market for new SaaS providers and for new modules/applications for existing SaaS products, by addressing potential customers directly. • For new market participants, telemarketing offers the possibility of penetrating a market without having to build up their own, expensive sales and support organisation.

  6. AXTERA Präsentation 2008 Thank you for your attention Please don‘ t hesitate to contact me for further information Stefan Suttarp CEO Axtera AG Hertzstr. 28 D-76275 Ettlingen Tel.: +49 7243 56159 100 stefan.suttarp@axtera.com

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