This document summarizes a presentation by Gail Goodman of Constant Contact about the challenges of growing revenue over time for SaaS companies, referred to as the "long, slow ramp of death". It notes that revenue grows gradually over many years as prospects are contacted and converted to customers through various channels like partners, viral marketing, and product changes. The key is driving customer lifetime value through retention, referrals, and innovation across all areas to eventually reach an inflection point of sustainable growth.

1. The Long Slow SaaS Ramp of Death
Business of Software Conference USA 2012
Gail Goodman, Constant Contact
www.businessofsoftware.org

2. gail goodman
ceo, constant contact
@gail_goodman
they said it couldn’t be done…

3. l o n g , s l o w r a m p o f d e a t h
revenue
time

4. revenue
time

5. partners
free viral
new pay-gate
there are no silver bullets
product changes

6. how will prospects learn about you?
how will you reach them?
how does prospect and customer engagement
lead to customer value and conversion?
how will you drive retention + referrals?

7. innovate
everywhere

8. LIFE
TIME
V
A
L
U
E
* gross margin
(−) cost of acquisition
ARPU
* retention
( )

9. l o n g , s l o w r a m p o f d e a t h
revenue
time
2002 2005

10. revenue
time
inflection
point
2006 now

11. gail goodman
ceo, constant contact
@gail_goodman
…but we went out and
did it anyway
they said it couldn’t be done…