Accelerating SaaS adoption in the New Enterprise
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Did you know you can increase your company valuation with integration? Securing Enterprise customers is extremely challenging, and as the competitive landscape continues to grow with best of breed SaaS applications, it will be important to consistently meet customer requirements and differentiate your service from the competition. Join Chris Purpura GM of MuleSoft’s Cloud Integration Business as he presents key findings from the 2nd annual SaaS Connectivity report, which discusses top barriers to SaaS adoption in the new Enterprise, with recommendations for SaaS providers to address the challenge of integration and improve the top level SaaS key performance indicators (KPIs). What you will learn: Top barriers to SaaS adoption in the Enterprise Overview of the New Enterprise, and what it means for SaaS providers 3 ways integration can increase your valuation as a SaaS provider Presenter: Chris Purpura, VP and GM of Cloud Integration at MuleSoft
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Accelerating SaaS adoption in the New Enterprise
- 1. The Business of SaaS Executive Webinar Series Chris Purpura VP and GM of Cloud Integration MuleSoft
- 2. Watch a recording of this presentation…
- 3. • 21 years of experience in both private and public companies building out new markets and business models for enterprise middleware companies • Chris has held various senior executive level positions across marketing, product management, strategy, and alliances functions. Chris Purpura, VP and GM of CloudHub, MuleSoft All contents Copyright © 2013, MuleSoft Inc. 3
- 4. Agenda 4
- 5. The New Enterprise And what it means for SaaS Providers All contents Copyright © 2013, MuleSoft Inc.
- 6. MuleSoft: •150K+ developer community •100+ Anypoint™ Connectors •3500+ global deployments on premises •10,000+ cloud deployments •35% of the Global 500 •5 of the top 10 banks A Unique Perspective on the New Enterprise 6
- 7. Visibility and Experience Across Industries 7
- 8. Key Trends Impacting the Enterprise 8 Increased Adoption Enabling technology SaaS Mobile Cloud APIs (You guys) Enterprise
- 9. SaaS vendors and Corporate IT, a new detente? 9 The conditions for détente are already here: SOURCE: Forrester Research’s Forrsights Software Survey, Q4 2012
- 10. SaaS vendors and Corporate IT, a new detente? 10 Within 3- 5 years, CIOs aspire to spend their time: SOURCE: 2013 State of the CIO Survey, CIO Magazine
- 11. Data + SaaS + Mobile = Competitive Advantage 11 Respond to cloud, SaaS adoption, mobile, line of business demands Select strategic technology purchases to differentiate business to customers & drive innovation 2011 2012 2013 IT focus is shifting from internal to external customers
- 12. An Enterprise Business is highly fragmented 12 The New Enterprise
- 13. Integration = pain for Enterprise 13 Create every connection •Learn the application •Map and transform data •Code integration logic •Add security, control and error handling •Test and debug Create every connection •Learn the application •Map and transform data •Code integration logic •Add security, control and error handling •Test and debug Ongoing pain •Not Supportable •Flexibility of SaaS unrealized •Lack of real connectivity = can solutions Ongoing pain •Not Supportable •Flexibility of SaaS unrealized •Lack of real connectivity = can solutions
- 14. Integration = pain for SaaS vendors 14 Your Application Point to point tools •Separate tools for separate integration use cases •Restrictive licensing and/or fees for use •Little visibility or ability troubleshoot internally Point to point tools •Separate tools for separate integration use cases •Restrictive licensing and/or fees for use •Little visibility or ability troubleshoot internally Custom coding •Requires in house talent and application expertise •Little repeatability •No visibility or ability to troubleshoot issues •Higher support costs Custom coding •Requires in house talent and application expertise •Little repeatability •No visibility or ability to troubleshoot issues •Higher support costs
- 15. 2012 SaaS Integration Survey: Demographics 15All contents Copyright © 2013, MuleSoft Inc. •92% Business primarily sell to other businesses (B2B) •Diverse size/stage of company •Balanced across many application segments •Balanced across job functions •More heavily weighted by executive decision makers 2012 SaaS Integration Survey Key findings. MuleSoft survey done in conjunction with THINKstrategies .
- 16. Survey Results: Integration is a top barrier to SaaS Adoption 16All contents Copyright © 2013, MuleSoft Inc.
- 17. MuleSoft – a platform based approach to integration 17 Your Application Advantages of CloudHub Platform •Integrate anything, anywhere •Native app user experience •Single instance/multi-tenant platform •Scalable multi-tenant support Advantages of CloudHub Platform •Integrate anything, anywhere •Native app user experience •Single instance/multi-tenant platform •Scalable multi-tenant support Advantages of MuleSoft Partnership •Integration aligned to your GTM •Flexible packaging into your app •Leverage MuleSoft ecosystem •Customer stickiness “built in” Advantages of MuleSoft Partnership •Integration aligned to your GTM •Flexible packaging into your app •Leverage MuleSoft ecosystem •Customer stickiness “built in”
- 18. Recommended Readings Running a SaaS business? (Forbes.com, J.J. Colao) Bessemer’s 10 Laws of being ‘SaaSy’ (SlideShare) 18All contents Copyright © 2013, MuleSoft Inc. Integration & Valuation
- 19. Why Address Integration Now? 19 A structured approach to integration has major impacts on key SaaS business metrics All contents Copyright © 2013, MuleSoft Inc.
- 20. Public SaaS valuations All contents Copyright © 2012, MuleSoft Inc. 20 Source: Bloomberg, Goldman Sachs, October 2012
- 21. What drives SaaS Valuations? All contents Copyright © 2012, MuleSoft Inc. 21 Source: Goldman Sachs Investment Bank SaaS EV as multiple of Revenue 2X – 15X
- 22. Key Valuation Drivers All contents Copyright © 2012, MuleSoft Inc. 22 Source: Goldman Sachs • Incremental 2% increase = 20% higher multiple • Incremental 2% increase = 28% higher multiple • Customer Retention • Upsell/ Add-ons • Billings Growth • Customer Acquisition Costs (CAC) • Total Available Market (TAM) • S&M Investment & Efficiency • Highly sensitive to Churn/Upsell • Bigger is better • Incremental 20% increase = 2% lower multiple • Drives CAC
- 23. Impact of Packaged “App” Integrations All contents Copyright © 2013, MuleSoft Inc. Metric Baseline With Integration Billion $ or Million User Markets with clear ‘entry points’ Renewals + Add-Ons should be >100% Total Available Market Customer Retention CAC Ratio Live MRR + New/Add-On – Churn = CMRRCMRR Provides Clear Expansion Points Integration = Stickiness Add-On’s increase CMRR No impact on S&M Spend Creates Add-on SKU Reduces churn Measured by Time to Live, Customer Support Customer Satisfaction Faster TTL (Land) With Upsell Options (Expand)
- 24. 3 Ways To Increase Your Company Valuation 24All contents Copyright © 2013, MuleSoft Inc. Packaged SaaS Integration Impact to Valuation 1 Provide integration as an add- on to your service Increase your MRR Increase your multiple 2 Reallocate internal resources to core application Decrease your CAC Increase your multiple 3 Standardize services on an integration platform Accelerate time to live, reduce customer churn Increase your multiple
- 25. MuleSoft: Approved by IT Buyers 25 Your Application 3,500+ on premise & 10,000+ cloud global deployments •SaaS Integration •Enterprise Integration •SOA Architecture •Legacy System modernization 3,500+ on premise & 10,000+ cloud global deployments •SaaS Integration •Enterprise Integration •SOA Architecture •Legacy System modernization
- 26. Questions? 26All contents Copyright © 2013, MuleSoft Inc. Give us feedback on this webinar: Use the “Feedback” button above
- 27. Next Steps 27All contents Copyright © 2013, MuleSoft Inc. Contact Us for KPI Calculator Contact Us for KPI Calculator Download SaaS Integration Survey Download SaaS Integration Survey info@mulesoft.com www.mulesoft.com/cloudhub
- 28. Thank you! 28All contents Copyright © 2013, MuleSoft Inc.
Notes de l'éditeur
- OBJECTIVE: Articulate trends There is a convergence happening today between increased adoption of SaaS and mobility (precisely where you guys come in) and enabling technology within cloud computing and APIs The mega-trends of SaaS, mobile and Big Data are converging to create a massive new wave of business opportunity. Organizations are each choosing a uniquely diverse and ever-growing set of best-of-breed applications to power their business. However, a new challenge has emerged as a result: a massive explosion of endpoints and data. In this New Enterprise era, businesses can be overwhelmed by the resulting explosion of endpoints, or they can seize the opportunity and gain competitive advantage by connecting everything. The solution is integration. TRANSITION:
- OBJECTIVE: Describe the improving relationship between LOB leaders and CIO’s / IT In 2013, SaaS, Mobile and Big Data (the ‘Big 3’) have moved on from visionary ideas well into disruptive realities impacting IT. IT is no longer in denial, as they were for much of the last decade, and in fact are “leaning in” on all fronts. According to CIO Magazine’s 2013 CIO survey, more IT organizations are focusing on building better relationships with the lines of business, and are raising their game and engagement into LOB projects, particularly around SaaS selection, implementation, and integration. “Results from the past 3 years suggest that CIOs are increasingly taking action to solidify or elevate their team’s general relationship with business stakeholders by delegating more, developing leadership and cross-‐functional skills among their IT staff and increasing their attention and focus on customers” Even further- “Within 3-‐5 years, many CIOs aspire to spend their time on more strategic activities including driving business innovation (54 percent), developing and refining business strategy (45 percent), and identifying opportunities for competitive differentiation (41 percent). – CIO 2013 Survey TRANSITION:
- OBJECTIVE: Describe the improving relationship between LOB leaders and CIO’s / IT In 2013, SaaS, Mobile and Big Data (the ‘Big 3’) have moved on from visionary ideas well into disruptive realities impacting IT. IT is no longer in denial, as they were for much of the last decade, and in fact are “leaning in” on all fronts. According to CIO Magazine’s 2013 CIO survey, more IT organizations are focusing on building better relationships with the lines of business, and are raising their game and engagement into LOB projects, particularly around SaaS selection, implementation, and integration. “Results from the past 3 years suggest that CIOs are increasingly taking action to solidify or elevate their team’s general relationship with business stakeholders by delegating more, developing leadership and cross-‐functional skills among their IT staff and increasing their attention and focus on customers” Even further- “Within 3-‐5 years, many CIOs aspire to spend their time on more strategic activities including driving business innovation (54 percent), developing and refining business strategy (45 percent), and identifying opportunities for competitive differentiation (41 percent). – CIO 2013 Survey TRANSITION:
- OBJECTIVE: Many vendors have already tried to solve the integration problem, but have run into difficulties, namely internal roadblocks and overhead Custom coding in particular impacts internal resources across product, sales, services and support: Requires in house talent and application expertise Little repeatability No visibility or ability to troubleshoot issues Higher support costs Point to point tools do not perform as promised, generating higher support challenges than anticipated: Separate tools for separate integration use cases Restrictive licensing and/or fees for use Little visibility or ability troubleshoot internally TRANSITION: