BUS 105 — Cloud Computing and Subscription Models: Selling and Marketing SaaS Solutions to the Enterprise
Course Format: Live Online (About Formats)
Duration: 6 weeks
Date(s): Oct 14—Nov 18
Time: 7:00—9:00 pm (PT)
Drop Deadline: Oct 16
Instructor(s): Chuck DeVita
This course will focus on the critical success factors in selling and marketing cloud computing applications via subscription models, also called Software as a Service (SaaS), to large enterprises. Customer acquisition and retention issues, best practices in sales processes and marketing programs, sales compensation design, channel issues, and pricing models will be explored. We will cover the challenge of transitioning from an on-premise/perpetual license solution to a SaaS/subscription model solution. The financial implications of various market entry models will be discussed. Executives from cloud computing market leaders will present their experiences in growing sales with SaaS solutions and how SaaS practices are evolving. Students will have the opportunity to explore SaaS sales and marketing alternatives with the instructor, visiting executives, and each other. Key elements of this highly interactive course will include value propositions and pricing models, sales and marketing approaches, financial metrics, and the role of services in a SaaS model. While sales process design criteria are covered, this is not a sales training course. The focus is large enterprises and is not appropriate for those primarily interested in consumer or small- to medium-business markets.
Chuck DeVita, President, Growth Process GroupChuck DeVita has more than thirty-five years of experience in technology sales and marketing management. He has worked with SaaS delivery models since 1999 and led the initial growth of two successful technology startups plus the turnaround of a public software company. He has also led sales and marketing for B2B software and SaaS solution companies throughout the United States and Europe, and he also mentors several enterprise cloud solution startups. He received an MBA from Stanford.
Textbooks for this course:
There are no required textbooks; however, some fee-based online readings may be assigned.