Guest Column |
A conversation with Crystal Barrineau, OrderCounter
Crystal Barrineau is the director of marketing at OrderCounter — a software company specializing in POS and cloud-hybrid solutions for restaurants. She took time to talk with SoftwareBusinessGrowth.com about the importance of on-site demos, marketing tactics that work in hospitality, and more.
If wading through a sea of embedded BI solutions in search of the perfect fit for your product sounds daunting, it should. Wading really isn’t what you want to be doing, but it’s what SaaS providers end up doing when they launch a product search without a plan.
If you don’t prepare ahead of time, you could get stuck not producing the key SaaS metrics that investors want to see when they’re considering whether to invest in your next round. Not preparing the right SaaS metrics by venture stage for your VCs can ultimately reduce valuation, or even kill your fund raise.
For ISVs, payments M&A activity can mean you arrive at work one day to find that your payment processing partner is different than the day before. You may even suddenly be linked to a company that you had decided not to partner with for one reason or another — or you may now be a part of an ISV partner program at a company that offers what you had considered a rival solution. Regardless of the situation, payments M&A activity begs the question: Stay or go?
A software company faced a common problem. It was extremely dissatisfied with the number of trial users who converted to paying customers: only 20 sales per 1,000 downloads. And, it was wasting sales resources on low-quality leads.