| CURRENT SOFTLETTER SURVEYS |
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JUST OPENED!
The 2010 Softletter SaaS Survey
Take the Survey Today
Now in its fourth year, this survey is the standard by which SaaS technology providers track and measure key trends, developments and metrics in the industry.
This survey is aimed at software developers/publishers who are currently selling SaaS products in the commercial software marketplace. If your company, division, or business unit is not deriving at least 80% of its revenue from sales of SaaS systems and services, please do not take this survey.
Everyone who supplies data for this survey will receive a complimentary copy of the summary results in upcoming issues of Softletter. Of course, all responses will be strictly confidential. We won't disclose or identify data about any individuals or about participating companies. Rick Chapman, Softletter's publisher and managing editor, will be presenting detailed analyses of the results in his presentations at SaaS University: Marketing, Sales, Infrastructure and Finance Conferences in 2010.
Take the Survey Today
The Softletter Software CEO Survey
Take the Survey Today
As you may know, Softletter, now in its 25th year of publication, publishes a series of annual salary surveys that cover senior job titles in the software industry. This current questionnaire covers Chief Executive Officer (CEO) compensation.
We're looking for some fairly standard information--in particular, a comparison of "base salary" vs. "variable pay" (bonuses, commissions, etc.) for your most recent full year and for the previous year. We'll use this data to identify trends and current compensation benchmark that you can use to see how your own salaries compare to pay levels at comparable companies.
Everyone who supplies data for this survey will receive a complimentary copy of the summary report in an upcoming issue of Softletter.
Take the Survey Today
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| FEATURED REPORT |
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The Softletter Direct Sales Compensation and Efficiency Report
(Attendees at Softletter's SaaS University Conference in Dallas/Ft. Worth receive a free copy of the Direct Sales Report)
More Information Here
Packed with up-to invaluable benchmark information on sales compensation and efficiency statistics such as close rates, The 2009 Direct Sales Compensation and Efficiency Report is a must purchase for any software company head of sales and marketing. The report breaks companies down by revenue, development, years in business and four key categories: desktop/retail, OEM, on premise, client/server and SaaS (Software as a Service).
Key sales metrics analyzed include close rates, compensation levels and models, variable compensation payment rates, bonuses, quota performance and attainment, sales plan performance and attainment, and more. The 2009 Direct Sales Report contains over 200 charts and graphs as well as informed commentary and insights on the critical information being presented.
Purchase Now
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KEY HIGHLIGHTS FROM SOFTLETTER'S SaaS FREE AND TRIAL ACCESS SURVEY, PART II OF II
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(Further key highlights from the survey will be presented at Softletter's SaaS University Conference in Dallas/Ft.Worth Jan. 26-28th.)
The 2009 Softletter Free Use (Freemium) and Trial Access Survey closed at the end of December, 2009. The survey was designed to analyze current best practices and metrics for SaaS firm who use free and trial access programs to build sales of their subscription products. The survey generated 71 valid responsese. Findings of particular significance are bold faced. Numbers are medians unless otherwise indicated. Percentage totals may not equal 100% because of rounding.
Please note the complete summary results from the survey will be appearing in the January issues of Softletter. To find out more about subscribing, please click here.
TRIAL ACCESS HIGHLIGHTS
Does your trial access version of your SaaS product include a revenue generation component such as embedded advertising?
Over the last 12 months, on a per month basis, what percentage of your customers converted from trial access to paying customers of your SaaS product(s)?
| 1 to 3% |
39%
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| 7 to 10% |
17%
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| 21 to 25% |
25%
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| 41 to 50% |
6%
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| 51 to 60% |
11%
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| 81 to 90% |
11%
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| 91 to100% |
11% |
In sharp contrast with free usage programs, conversion to paying customers rates are, when aggregated, much higher with trial access programs. A quick drill down into the numbers reflects that the larger the sale, the higher the conversion rate. This reflects the fact that in large and enterprise sales, trial access is offered as part of a larger qualifying process where the SaaS sales team already has good idea on whether the customer will make a purchase after using the trial program to test and vet the software.
What is the single most effective marketing program you deploy to encourage trial access users of your SaaS product to upgrade to a paid version?
| E-mail campaigns |
17%
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| Messages directly embedded in the SaaS application encouraging users to upgrade |
17%
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| Telesales/telemarketing |
33%
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| Webinars |
6%
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| We don't do any marketing |
17% |
| Other, please specify (Answer included "1:1 mail") |
17% |
As contrasted with free usage programs, telesales/telemarketing programs rank as the most important marketing programs used to close business; this reflects the dynamics of the sales process involved with trial access.
How often do you execute marketing programs encouraging customers of your trial access SaaS product to upgrade to a paid version?
| Once a week |
11%
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| Once every two weeks |
22%
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| Once a month |
17%
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| Once every two months |
6%
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| Quarterly |
11% |
| We do not conduct any marketing campaigns encouraging trial access users to upgrade to a paid version |
22% |
| Other, please specify (Answer "drip marekting" E-mail campaignl") |
11% |
We were surprised at the high number of companies reporting they didn't do any marketing; we attribute this to the high reliance on telesales/telemarketing characteristic of many company's using trial access.
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| CURRENT VIDEO CASTS |
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Missed our fall series of videocasts and webinars? Don't worry! The complete lineup is available online for your listening and viewing pleasure. Below are the current presentations you can listen to or view on www.softletter.com.
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