Glassbeam for Glassbeam (Part 6) – In SaaS, ‘Sale’ is not the end of Sales cycle

Pramod Sridharamurthy

In my concluding post, let’s look at the use cases that help our Sales/Account teams to manage our customer relationships efficiently, discover upsell and cross sell opportunities and analyse application use across our install base to help improve the adoption of our product. 

In a SaaS environment, ‘Sale’ or getting a customer on boarded is not the end of a sales cycle; it is the beginning of the next sales cycle, which is driven by customer engagement. The most important value of SaaS is that the customer doesn’t make an upfront purchase and pays for it on a periodic basis based on the continued value of the software. SaaS providers have to ensure that the value of the product is relevant throughout the life of the product. While this is true for on-premise products too, the impact of ’lack of value’ are seen slower in on-premise as compared to SaaS, where customers can discontinue any time. Understanding how your customers use the product and making sure the value of the product is relevant every day becomes a critical part of account management.

Managing our customer accounts involves the following:

  • Ensure that the customer has the best user experience with Glassbeam Analytics. Be on top of issues and work with our customer and internal teams to resolve issues at the earliest
  • Monitor the knobs of licensing and help the customer plan for licenses proactively
  • Identify upsell/cross sell opportunities that add value to the customer’s solution based on the our application usage patterns
  • Track usage metrics and work with the customer to deliver training or any other intervention to facilitate successful adoption of Glassbeam Analytics within an organization

In each of the above activities, metrics is the foundation. Without metrics, our Account teams will be shooting in the dark, hoping to hit the target. I will explain how the above activities can be done efficiently with data driven decisions.

Monitoring licensing knobs to help plan for licenses proactively

Glassbeam Analytics is licensed based on the size of the logs being ingested, the applications beyond the ‘out of the box applications’ enabled and the number of users using applications. Metrics to track all these knobs are not only available to our customers, but also to our account teams to collaborate with our customers. Here is an example of the log ingestion volume and unique users being added into Glassbeam for one of our customers.

Note: While being a SaaS company, collecting user metrics and log ingestion metrics is easy, the same use cases can be easily applied even for on premise installations, where the product manufacturer does not have access to their customer’s usage information.

Track usage metrics to facilitate adoption within our customer’s organization

Glassbeam customer’s continue to pay only till they see value in the product and can discontinue anytime. Our Account teams like to be on top of user adoption in all our customer accounts and help facilitate training and adoption. Account team’s not only use application specific usage information for this, but also track top users, number of hours being spent on our applications, SLA misses from our side and more. This helps us as a company to not just stop at a sale, but follow through to ensure that the solution has been successfully implemented and adopted within our customer organization.

There are multiple other interesting metrics that our account team uses to add value to our customers post sale and what I have explained above is a subset of that.

Through Glassbeam for Glassbeam, we are deriving all the benefits that we promise to our customers. While the goal of the blog series was to show, how different teams at Glassbeam use our platform to analyse logs generated from our analytics platform, the use cases explained applies to every connected device manufacturer out there. The use cases apply to both software and hardware manufacturers, on-premise, and SaaS solution providers. Manufacturers whose devices are typically installed on the customer premises would see even more benefits as their devices are behind a firewall and the manufacturer does not have access into it.

While some of the analytics of Glassbeam for Glassbeam has been available to all our customers since inception, many other metrics such as bug metrics, data to troubleshoot platform issues, system metrics etc., were not relevant to our customers, as it is a hosted platform. With Glassbeam now, available as a hosted platform for on-premise installations, the full functionality of Glassbeam for Glassbeam analytics will be invaluable to such customers. I am excited to hand over all the benefits of Glassbeam for Glassbeam to them now.
Refer to other posts in this Glassbeam for Glassbeam series: