target audience: TECH SUPPLIER Publication date: Dec 2022 - Document type: IDC Survey Spotlight - Doc Document number: # US49931920
Emerging SaaS Provider Routes to Market
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Abstract
This IDC Survey Spotlight answers the following question: How do emerging SaaS provider routes to market align with buyer behavior? A new generation of buyers is rewriting the rules of engagement for SaaS application buying decisions. Millennials bring consumer behaviors to their professional lives, preferring online channels like marketplaces and the SaaS provider's commerce-enabled website. According to IDC's 2022 SaaSPath Survey, 49% of buyers purchase SaaS through the provider website and 44% purchase through online marketplaces. While SaaS providers continue investing in and expanding into multiple digital channels, some over-rely on direct sales. SaaS providers must become proficient at engaging today's buyers across multiple channels, aligning sales activities across channels, and creating relevant, personalized content for each journey stage.