The revolutionary power of internal branding

<!DOCTYPE html> <html lang="en"> <head> <link rel="dns-prefetch" href="https://sync.outbrain.com"> <link rel="dns-prefetch" href="https://ups.analytics.yahoo.com"> <link rel="dns-prefetch" href="https://ib.adnxs.com"> <link rel="dns-prefetch" href="https://www.google-analytics.com"> <link rel="dns-prefetch" href="https://fonts.googleapis.com"> <link rel="dns-prefetch" href="https://cdn.logrocket.io"> <link rel="preload" as="style" rel="stylesheet" type="text/css" href="https://www.saasalliance.io/assets/built/screen.css?v=c80f5a1401" /> <meta charset="utf-8" /> <meta http-equiv="X-UA-Compatible" content="IE=edge" /> <title>The revolutionary power of internal branding</title> <meta name="HandheldFriendly" content="True" /> <meta name="viewport" content="width=device-width, initial-scale=1.0" /> <link rel="stylesheet" type="text/css" href="https://www.saasalliance.io/assets/built/screen.css?v=c80f5a1401" /> <meta name="author" content="John McKiernan"> <script src="https://cdn.lr-ingest.io/LogRocket.min.js" crossorigin="anonymous"></script> <script> window.LogRocket && window.LogRocket.init('acara/sequel-main'); window.inArticleAdList; window.inArticleAdListDisabled; window.topNav; window.showGetCertCta; window.isTOCenabled; window.userIdSegment = localStorage.getItem("user_id"); </script> <script> var ghosthunter_key = 'b1d2e55946ba49e939e2eba782'; window.isHiddenUpgradeVisible = false; </script> <script type="text/javascript"> function getParameterByName(name, url) { if (!url) url = window.location.href; name = name.replace(/[\[\]]/g, "\\$&"); var regex = new RegExp("[?&]" + name + "(=([^&#]*)|&|#|$)"), results = regex.exec(url); if (!results) return null; if (!results[2]) return ''; return decodeURIComponent(results[2].replace(/\+/g, " ")); } var action = getParameterByName('action'); if (action == 'signup') { window.location = '/welcomemember'; } if (action == 'signin') { window.location = '/account'; } </script> <script> var checkUserId = function({ payload, next, integrations }) { var user_id = payload.obj.userId; if(user_id && (user_id.length === 8 || user_id.length !== 36)) { console.log('teacahble user_id still set, clearing'); window.localStorage.removeItem('apc_user_id'); analytics.reset(); analytics.user().anonymousId(payload.obj.anonymousId); delete payload.obj.userId; delete payload.obj.traits; console.log('payload after clearing', payload.obj); } next(payload); }; !function(){var analytics=window.analytics=window.analytics||[];if(!analytics.initialize)if(analytics.invoked)window.console&&console.error&&console.error("Segment snippet included twice.");else{analytics.invoked=!0;analytics.methods=["trackSubmit","trackClick","trackLink","trackForm","pageview","identify","reset","group","track","ready","alias","debug","page","once","off","on","addSourceMiddleware","addIntegrationMiddleware","setAnonymousId","addDestinationMiddleware"];analytics.factory=function(e){return function(){var t=Array.prototype.slice.call(arguments);t.unshift(e);analytics.push(t);return analytics}};for(var e=0;e<analytics.methods.length;e++){var key=analytics.methods[e];analytics[key]=analytics.factory(key)}analytics.load=function(key,e){var t=document.createElement("script");t.type="text/javascript";t.async=!0;t.src="https://cdn.segment.com/analytics.js/v1/" + key + "/analytics.min.js";var n=document.getElementsByTagName("script")[0];n.parentNode.insertBefore(t,n);analytics._loadOptions=e};analytics._writeKey="FJEgICAskLiRGd3rU4eRDGyE81ujBxc5";analytics.SNIPPET_VERSION="4.13.2"; const tags = []; const authors = []; let primary_tag; let primary_author; primary_author = "John McKiernan"; primary_tag = "Membership content"; authors.push("John McKiernan") tags.push("Membership content") tags.push("Marketing") analytics.addSourceMiddleware(checkUserId); analytics.load('FJEgICAskLiRGd3rU4eRDGyE81ujBxc5', { user: { persist: true, cookie: { key: 'ajs_alliance_user_id' }, localStorage: { key: 'ajs_alliance_user_traits' } } }); analytics.page({ properties: { primary_tag: primary_tag, primary_author: primary_author, authors: authors, tags: tags, community: 'FoSaaS' } }); }}(); </script> <meta name="description" content="Learn how expert John McKiernan used internal branding to rally teams and successfully launch Jira Product Discovery."> <link rel="icon" href="https://www.saasalliance.io/content/images/size/w256h256/2024/04/SAAS-ICON.png" type="image/png"> <link rel="canonical" href="https://www.saasalliance.io/the-revolutionary-power-of-internal-branding/"> <meta name="referrer" content="no-referrer-when-downgrade"> <meta property="og:site_name" content="SaaS Alliance"> <meta property="og:type" content="article"> <meta property="og:title" content="The revolutionary power of internal branding"> <meta property="og:description" content="Learn how expert John McKiernan used internal branding to rally teams and successfully launch Jira Product Discovery."> <meta property="og:url" content="https://www.saasalliance.io/the-revolutionary-power-of-internal-branding/"> <meta property="og:image" content="https://www.saasalliance.io/content/images/2024/11/the-power-of-internal-branding-for-product-marketing-1.png"> <meta property="article:published_time" content="2024-11-08T16:00:17.000Z"> <meta property="article:modified_time" content="2024-11-08T16:00:16.000Z"> <meta property="article:tag" content="Membership content"> <meta property="article:tag" content="Marketing"> <meta name="twitter:card" content="summary_large_image"> <meta name="twitter:title" content="The revolutionary power of internal branding"> <meta name="twitter:description" content="Learn how expert John McKiernan used internal branding to rally teams and successfully launch Jira Product Discovery."> <meta name="twitter:url" content="https://www.saasalliance.io/the-revolutionary-power-of-internal-branding/"> <meta name="twitter:image" content="https://www.saasalliance.io/content/images/2024/11/the-power-of-internal-branding-for-product-marketing.png"> <meta name="twitter:label1" content="Written by"> <meta name="twitter:data1" content="John McKiernan"> <meta name="twitter:label2" content="Filed under"> <meta name="twitter:data2" content="Membership content, Marketing"> <meta property="og:image:width" content="1200"> <meta property="og:image:height" content="630"> <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "Article", "publisher": { "@type": "Organization", "name": "SaaS Alliance", "url": "https://www.saasalliance.io/", "logo": { "@type": "ImageObject", "url": "https://www.saasalliance.io/content/images/2024/04/SAAS-FULL-LOGO-PRIMARY--ON-WHITE--2.svg" } }, "author": { "@type": "Person", "name": "John McKiernan", "image": { "@type": "ImageObject", "url": "https://www.saasalliance.io/content/images/2024/11/1715216099161.jpeg", "width": 800, "height": 800 }, "url": "https://www.saasalliance.io/author/john-mckiernan/", "sameAs": [] }, "headline": "The revolutionary power of internal branding", "url": "https://www.saasalliance.io/the-revolutionary-power-of-internal-branding/", "datePublished": "2024-11-08T16:00:17.000Z", "dateModified": "2024-11-08T16:00:16.000Z", "image": { "@type": "ImageObject", "url": "https://www.saasalliance.io/content/images/2024/11/internal-branding-product-marketing.png", "width": 1200, "height": 630 }, "keywords": "Membership content, Marketing", "description": "John McKiernan shares how internal branding and storytelling helped him turn around the struggling launch of Jira Product Discovery. His internal racecar brand aligned teams to his vision and strategy, creating excitement that put the struggling product on track to hit its goals.", "mainEntityOfPage": "https://www.saasalliance.io/the-revolutionary-power-of-internal-branding/" } </script> <meta name="generator" content="Ghost 5.101"> <link rel="alternate" type="application/rss+xml" title="SaaS Alliance" href="https://www.saasalliance.io/rss/"> <script defer src="https://cdn.jsdelivr.net/ghost/portal@~2.46/umd/portal.min.js" data-i18n="true" data-ghost="https://www.saasalliance.io/" data-key="8f0744975f2d734dd67c516a63" data-api="https://future-of-saas.ghost.io/ghost/api/content/" data-locale="en" crossorigin="anonymous"></script><style id="gh-members-styles">.gh-post-upgrade-cta-content, .gh-post-upgrade-cta { display: flex; flex-direction: column; align-items: center; font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; text-align: center; width: 100%; color: #ffffff; font-size: 16px; } .gh-post-upgrade-cta-content { border-radius: 8px; padding: 40px 4vw; } .gh-post-upgrade-cta h2 { color: #ffffff; font-size: 28px; letter-spacing: -0.2px; margin: 0; padding: 0; } .gh-post-upgrade-cta p { margin: 20px 0 0; padding: 0; } .gh-post-upgrade-cta small { font-size: 16px; letter-spacing: -0.2px; } .gh-post-upgrade-cta a { color: #ffffff; cursor: pointer; font-weight: 500; box-shadow: none; text-decoration: underline; } .gh-post-upgrade-cta a:hover { color: #ffffff; opacity: 0.8; box-shadow: none; text-decoration: underline; } .gh-post-upgrade-cta a.gh-btn { display: block; background: #ffffff; text-decoration: none; margin: 28px 0 0; padding: 8px 18px; border-radius: 4px; font-size: 16px; font-weight: 600; } .gh-post-upgrade-cta a.gh-btn:hover { opacity: 0.92; }</style><script async src="https://js.stripe.com/v3/"></script> <script defer src="https://cdn.jsdelivr.net/ghost/sodo-search@~1.5/umd/sodo-search.min.js" data-key="8f0744975f2d734dd67c516a63" data-styles="https://cdn.jsdelivr.net/ghost/sodo-search@~1.5/umd/main.css" data-sodo-search="https://future-of-saas.ghost.io/" data-locale="en" crossorigin="anonymous"></script> <link href="https://www.saasalliance.io/webmentions/receive/" rel="webmention"> <script defer src="/public/cards.min.js?v=c80f5a1401"></script> <link rel="stylesheet" type="text/css" href="/public/cards.min.css?v=c80f5a1401"> <script defer src="/public/member-attribution.min.js?v=c80f5a1401"></script><style>:root {--ghost-accent-color: #15171A;}</style>  <script type="text/javascript"> var _iub = _iub || []; _iub.csConfiguration = {"askConsentAtCookiePolicyUpdate":true,"cookiePolicyInOtherWindow":true,"countryDetection":true,"enableFadp":true,"enableLgpd":true,"enableTcf":true,"floatingPreferencesButtonDisplay":"anchored-center-left","floatingPreferencesButtonZIndex":10,"gdprAppliesGlobally":false,"googleAdditionalConsentMode":true,"lang":"en","lgpdAppliesGlobally":false,"perPurposeConsent":true,"siteId":1712381,"tcfPurposes":{"2":"li_only","7":"li_only","8":"li_only","9":"li_only","10":"li_only","11":"li_only"},"cookiePolicyId":24731467,"i18n":{"en":{"banner":{"title":"The Alliance privacy & cookie controls","dynamic":{"body":"We use cookies to give you the best experience on our website. By continuing to browse, you agree to our cookie policy"}}}}, "banner":{ "acceptButtonColor":"#367AFF","acceptButtonDisplay":true,"backgroundColor":"#09100F","brandBackgroundColor":"#09100F","closeButtonRejects":true,"customizeButtonCaptionColor":"#F9F8F5","customizeButtonColor":"#292626","customizeButtonDisplay":true,"explicitWithdrawal":true,"fontSizeBody":"10px","fontSizeCloseButton":"24px","listPurposes":true,"logo":"https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/alliance-website/ALLIANCE%20FULL%20-%20Secondary_small.svg","linksColor":"#F9F8F5","ownerName":"The Alliance","position":"float-bottom-center","prependOnBody":true,"rejectButtonCaptionColor":"#F9F8F5","rejectButtonColor":"#292626","rejectButtonDisplay":true,"showPurposesToggles":true,"showTotalNumberOfProviders":true,"textColor":"#F9F8F5","acceptButtonCaption":"Accept all","rejectButtonCaption":"Reject" }}; </script> <script type="text/javascript" src="https://cs.iubenda.com/autoblocking/1712381.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/tcf/stub-v2.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/tcf/safe-tcf-v2.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/iubenda_cs.js" charset="UTF-8" async></script>   <script type="text/javascript" id="hs-script-loader" async defer src="//js-eu1.hs-scripts.com/139496063.js"></script>   <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= 'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-5XPQ2T9');</script>  <script>!function () {var reb2b = window.reb2b = window.reb2b || [];if (reb2b.invoked) return;reb2b.invoked = true;reb2b.methods = ["identify", "collect"];reb2b.factory = function (method) {return function () {var args = Array.prototype.slice.call(arguments);args.unshift(method);reb2b.push(args);return reb2b;};};for (var i = 0; i < reb2b.methods.length; i++) {var key = reb2b.methods[i];reb2b[key] = reb2b.factory(key);}reb2b.load = function (key) {var script = document.createElement("script");script.type = "text/javascript";script.async = true;script.src = "https://s3-us-west-2.amazonaws.com/b2bjsstore/b/" + key + "/reb2b.js.gz";var first = document.getElementsByTagName("script")[0];first.parentNode.insertBefore(script, first);};reb2b.SNIPPET_VERSION = "1.0.1";reb2b.load("ZQ6J2RHQWR6D");}();</script>  <script> (function(){var a=window.mutiny=window.mutiny||{};if(!window.mutiny.client){a.client={_queue:{}};var b=["identify","trackConversion"];var c=[].concat(b,["defaultOptOut","optOut","optIn"]);var d=function factory(c){return function(){for(var d=arguments.length,e=new Array(d),f=0;f<d;f++){e[f]=arguments[f]}a.client._queue[c]=a.client._queue[c]||[];if(b.includes(c)){return new Promise(function(b,d){a.client._queue[c].push({args:e,resolve:b,reject:d});setTimeout(d,500)})}else{a.client._queue[c].push({args:e})}}};c.forEach(function(b){a.client[b]=d(b)})}})(); </script> <script data-cfasync="false" src="https://client-registry.mutinycdn.com/personalize/client/dc82cf9a1e4605e6.js"></script>  <script>!function(o,i){window.provesrc&&window.console&&console.error&&console.error("ProveSource is included twice in this page."),provesrc=window.provesrc={dq:[],display:function(){this.dq.push(arguments)}},o._provesrcAsyncInit=function(){provesrc.init({apiKey:"eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJhY2NvdW50SWQiOiI1ZWEyZTczNTRjNDQ0ZDQ1NzU0OWRhYWUiLCJpYXQiOjE1ODc3MzQzMjZ9.3BTkc-xMOUGxjeDJV_LuZh_FJ956iGxKa9mZGF4TRMA",v:"0.0.4"})};var r=i.createElement("script");r.type="text/javascript",r.async=!0,r["ch"+"ar"+"set"]="UTF-8",r.src="https://cdn.provesrc.com/provesrc.js";var e=i.getElementsByTagName("script")[0];e.parentNode.insertBefore(r,e)}(window,document);</script> <script> var eventsList = [ { 'title': 'Building a better market to maximise MRR [webinar]', 'date': 'October 13', 'location': '<b>OnDemand</b>', 'url': 'https://www.futureofsaas.io/how-to-build-a-better-market-and-maximize-your-mrr/' }, { 'title': 'Tech Data ISV Solution Factory [webinar]', 'date': 'June 28', 'location': '<b>OnDemand</b>', 'url': 'https://www.futureofsaas.io/tech-data-isv-solution-factory/' }, ]; </script> <script> window.topNav = [ { name: 'Membership', itemList: [ { name: 'What is included?', desc: 'All you need to succeed', itemList: [ { name: 'Templates & frameworks', url: '/saas-templates-and-frameworks/' }, { name: 'OnDemand videos', url: '/ondemand-saas-hub/' }, { name: 'Exclusive content', url: '/tag/membership-content/' }, { name: 'Mentorship program', desc: 'Coming soon!', url: '#' } ] }, { name: 'Membership plans', url: '#', desc: 'Pick your path', itemList: [ { name: 'Individual membership', url: '/signup/' }, { name: 'Team membership', url: '/teams/' }, { name: 'Membership plan updates', url: '/fosaas-membership-plan-updates/' } ] }, { name: 'Take a peek inside', url: '#', desc: 'And see what all the fuss is about', itemList: [ { name: 'Membership demo', url: '/membership-demo/' }, { name: 'Customer success strategy template', url: '/customer-success-strategy-template/' }, { name: 'Competitor SWOT analysis template', url: '/competitor-swot-analysis-template/' }, { name: 'Membership release notes', url: '/fosaas-membership-plan-updates/' }, { name: 'Membership taster pack', desc: 'New!', url: '/try-before-you-buy-saas-alliance-membership-taster-pack/' }, ] }, ] }, { name: 'Resources', itemList: [ { name: 'Categories', desc: 'Content by topic', url: '#', itemList: [ { name: 'Customer Success', url: '/tag/customer-success/' }, { name: 'Product Management', url: '/tag/product-management/' }, { name: 'Finance & Investment', url: '/tag/finance-investment/' }, { name: 'Marketing', url: '/tag/marketing/' }, { name: 'Sales', url: '/tag/sales/' }, { name: 'Diversity, Equity & Inclusion', url: '/tag/diversity-equity-inclusion/' }, { name: 'Data & Insights', url: '/tag/data-insights/' }, { name: 'Leadership & Strategy', url: '/tag/leadership-strategy/' }, { name: 'Operations', url: '/tag/operations/' } ] }, { name: 'Content hub', desc: 'All the best SaaS hacks', url: '#', itemList: [ { name: 'Articles', url: '/articles/' }, { name: 'Podcasts', url: 'https://alliance.ghost.io/podcasts/?filter=podcast-filter-community-fosaas' }, { name: 'SaaS Stream', url: '/saasstream/' }, { name: 'Webinars', url: 'panel-discussion-turning-metrics-into-money/' } ] }, { name: 'Research & reports', desc: 'Leading SaaS insights', url: '#', itemList: [ { name: 'What is SaaS?', url: '/what-is-saas/' }, { name: 'State of SaaS Leadership Report', url: '/state-of-saas-leadership-2024/' }, { name: 'Captivate Investors: Fund your SaaS Startup', url: '/pitch-perfect-captivate-investors-and-fund-your-saas-startup/' }, { name: 'The Future of SaaS', url: '/the-future-of-saas-report/' }, { name: 'Tools of Choice 2023', url: '/saas-tools-of-choice-2023-report/' }, { name: 'Ones to Watch in SaaS 2023', url: '/introducing-the-ones-to-watch-in-saas-2023/' }, { name: 'SaaS Benchmark Metrics Report', url: '/saas-benchmark-metrics-report-2023/' }, { name: 'SaaS and AI playbook', url: '/ai-unleashed-transforming-saas-growth-strategies/' }, ] }, { name: 'Best of the rest', desc: 'Highlights from elsewhere', url: '#', itemList: [ { name: 'Drive your startup to growth stage', url: '/5-steps-to-drive-your-company-from-early-to-growth-stage/' }, { name: 'The ISO 27001 Bible', url: '/the-iso-27001-bible-ebook/' }, { name: 'Subscribe to SaaSfix', desc: 'Sign up to the newsletter', url: '/get-your-saasfix/' }, { name: 'Get involved', url: '/get-involved/' }, { name: 'Create & contribute', url: '/contributor-guide/' } ] }, ] }, { name: 'Certifications', itemList: [ { name: 'Get Certified', desc: 'In essential SaaS & leadership skills', url: '#', itemList: [ { name: 'GTM Blueprint', desc: 'For defined, repeatable and scalable GTM success', url: 'https://www.gotomarketalliance.com/go-to-market-blueprint/', }, ] }, ] }, { name: 'Events', itemList: [ { name: 'Digital', desc: 'Coming soon to a screen near you', url: '#', itemList: [ { name: 'Why SaaS folks 💜 our events', url: '/why-saas-folks-love-our-events/' }, { name: 'Chief Innovation Officer Summit | July 31', url: 'https://virtual.innovationalliance.io/' }, { name: 'SaaSnow: Live LinkedIn Webinar', desc: 'Webinar', url: '/tag/saasnow/' } ] }, { name: 'In-person', desc: 'Events all over the world', url: '#', itemList: [ { name: 'SaaS Alliance Meetups', url: '/future-of-saas-meetups/' } ] }, { name: 'Catch-up', desc: 'Never miss a beat', url: '#', itemList: [ { name: 'SaaS Metrics Summit | June 2023', url: '/saas-metrics-summit-june-2023/' }, { name: 'Future of SaaS Festival | April 2023', url: '/future-of-saas-ondemand/' }, { name: 'Women in SaaS Summit | July 2022', url: 'https://www.futureofsaas.io/women-in-saas-summit-2/' }, { name: 'Future of SaaS Festival | June 2022', url: 'https://www.futureofsaas.io/future-of-saas-festival-3/' }, { name: 'SaaS Metrics Summit | April 2022', url: 'https://www.futureofsaas.io/saas-metrics-summit-2/' }, { name: 'Future of SaaS Festival Vol. 4', url: '/future-of-saas-festival-sept-2021/' } ] }, ] }, { name: 'Community', itemList: [ { name: 'Network', url: '#', desc: 'Connect and collaborate', itemList: [ { name: 'SaaS Alliance Slack community', url: '/join-the-fosaas-community/' }, { name: 'People Alliance Slack community', url: '/join-the-people-alliance-community/' }, { name: 'Meet the ambassadors', url: '/meet-ambassadors/' }, { name: 'Meetups', url: '/future-of-saas-meetups/' } ] }, { name: 'Learn', url: '#', desc: 'Level up your career', itemList: [ { name: 'Become an ambassador', url: '/future-of-saas-ambassador/' }, { name: 'SaaS Alliance LinkedIn', url: 'https://www.linkedin.com/school/future-of-saas/' }, { name: 'SaaS Alliance Customer Advisory Board', url: '/future-of-saas-customer-advisory-board/' } ] }] }, { name: 'About', itemList: [ { name: 'The basics', desc: 'Our journey & how to reach us', url: '#', itemList: [ { name: 'Mission', url: '/about/' }, { name: 'Partner with us', url: '/partner/' }, { name: 'Speaking opportunities', url: '/speaking-opportunities-with-the-future-of-saas/' }, { name: 'Create & contribute', url: '/contributor-guide/' }, { name: 'Contact', url: '/contact/' } ] }, { name: 'Our people', desc: 'The foundation of SaaS Alliance', url: '#', itemList: [ { name: 'SaaS Alliance team', url: '/the-future-of-saas-team/' }, ] }, ] }, { name: "What's new?", url: '#', class: 'nav-whats-new' } ]; </script>  <script type='text/javascript'> var _d_site = _d_site || '224D4495A775BA4D19329B97'; </script> <script src='https://widget.privy.com/assets/widget.js'></script>  <script id='pixel-script-poptin' src='https://cdn.popt.in/pixel.js?id=5216131db94ff' async='true'></script> <script> if (window.location.pathname === '/articles/') { document.title = 'SaaS articles | Future of SaaS'; } </script> <script>(function(w,r){w._rwq=r;w[r]=w[r]||function(){(w[r].q=w[r].q||[]).push(arguments)}})(window,'rewardful');</script> <script async src='https://r.wdfl.co/rw.js' data-rewardful='737c05'></script> <script src="https://tag.clearbitscripts.com/v1/pk_bebaa9db4ca35af82ab4d629c9fade2b/tags.js" referrerpolicy="strict-origin-when-cross-origin"></script>  <script> window.footerLogo = "https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Saas-Files/SAAS%20FULL%20LOGO%20PRIMARY%20(ON%20BLACK).png"; </script> <script> window.isTOCenabled = true; </script> </head> <body class="home-template post-template tag-membership-content tag-hash-productmarketing tag-marketing"> <div class="site-wrapper"> <div class="inner nav-wrapper"> <div class="site-header-content"> <a href="/"> <div class="site-title"> <img class="site-logo" src="/content/images/size/w600/2024/04/SAAS-FULL-LOGO-PRIMARY--ON-WHITE--2.svg" alt="SaaS Alliance" /> </div> </a> </div> <nav class="site-nav"> <div class="site-nav-left"> <div class="nav-login"> <a class="button primary small" href="/signin/">Log in</a> <a class="button primary small button-green" href="/signup/">Membership</a> </div> <div class="nav-icons" data-ghost-search> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M505 442.7L405.3 343c-4.5-4.5-10.6-7-17-7H372c27.6-35.3 44-79.7 44-128C416 93.1 322.9 0 208 0S0 93.1 0 208s93.1 208 208 208c48.3 0 92.7-16.4 128-44v16.3c0 6.4 2.5 12.5 7 17l99.7 99.7c9.4 9.4 24.6 9.4 33.9 0l28.3-28.3c9.4-9.4 9.4-24.6.1-34zM208 336c-70.7 0-128-57.2-128-128 0-70.7 57.2-128 128-128 70.7 0 128 57.2 128 128 0 70.7-57.2 128-128 128z"/></svg> </div>  <div class="modular-navigation"></div> <div class="nav-icons nav-mobile-modular"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"/></svg> </div>  </div> </nav> <script> if (window.topNav) { document.addEventListener('mouseover', (evt) => { let targetElement = evt.target; do { if (targetElement instanceof Element && targetElement.closest('.site-nav-left') || targetElement instanceof Element && targetElement.closest('.modular-navigation') || targetElement instanceof Element && targetElement.classList.contains('modular-navigation-main') || targetElement instanceof Element && targetElement.classList.contains('modular-navigation')) { return; } targetElement = targetElement.parentNode; } while (targetElement); const thisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-wrapper'); const selectAllThisElementChildrenWrapperSub = document.querySelectorAll('.modular-navigation-item-sub-wrapper-active'); if (!document.querySelector('.modular-navigation-item-wrapper-active')) return; for (let i = 0; i < thisElementChildrenWrapper.length; i++) { thisElementChildrenWrapper[i].classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 10); } const thisElementChildrenWrapperThird = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); const selectAllThisElementChildrenWrapperSubThird = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper-active'); for (let i = 0; i < thisElementChildrenWrapperThird.length; i++) { thisElementChildrenWrapperThird[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapperThird[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSubThird.length; c++) { selectAllThisElementChildrenWrapperSubThird[c].classList.remove('modular-navigation-item-sub-third-wrapper-active'); selectAllThisElementChildrenWrapperSubThird[c].style.display = 'none'; } }, 10); } }); const getModularNavigation = document.querySelector('.modular-navigation'); function modularNavHandleOnClik(event) { const thisElement = event.target; const thisElementParent = thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-wrapper'); const selectAllThisElementChildrenWrapperSub = document.querySelectorAll('.modular-navigation-item-sub-wrapper-active'); if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-wrapper-active'); }, 1); }, 10); } function modularNavHandleOnClikSub(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-wrapper-active'); }, 1); }, 10); } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } } function modularNavHandleOnClikSubThird(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-third-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-third-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-third-wrapper-active'); }, 1); }, 10); } } for (let i = 0; i < topNav.length; i++) { const thisModNav = topNav[i]; const thisModNavWrapper= document.createElement('div'); thisModNavWrapper.classList.add('modular-navigation-wrapper'); if (thisModNav.itemList) { const thisModNavMain = document.createElement('div'); thisModNavMain.classList.add('modular-navigation-main'); thisModNavMain.classList.add('modular-navigation-main-width-list'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); thisModNavMain.addEventListener('mouseenter', modularNavHandleOnClik); const thisModItemWrapper = document.createElement('div'); thisModItemWrapper.classList.add('modular-navigation-item-wrapper'); for (var b = 0; b < thisModNav.itemList.length; b++) { const thisModItem = thisModNav.itemList[b]; if (thisModItem.itemList) { } if (!thisModItem.url && !thisModItem.itemList) continue; const thisModNavItem = thisModItem.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItem.classList.add('modular-navigation-item'); thisModNavItem.classList.add('modular-navigation-item-list-wrapper'); if (thisModItem.class) thisModNavItem.classList.add(thisModItem.class); if (thisModItem.url) thisModNavItem.setAttribute('href', thisModItem.url); if (thisModItem.target) thisModNavItem.setAttribute('target', thisModItem.target); const thisModNavHtext = document.createElement('h5'); thisModNavHtext.textContent = thisModItem.name ? thisModItem.name : ''; thisModNavItem.appendChild(thisModNavHtext); if (thisModItem.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItem.desc; thisModNavItem.appendChild(thisModNavPtext); } if (thisModItem.itemList) { const thisModNavItemSubWrapper = document.createElement('div'); thisModNavItemSubWrapper.classList.add('modular-navigation-item-sub-wrapper'); for (let d = 0; d < thisModItem.itemList.length; d++) { const thisModItemSub = thisModItem.itemList[d]; const thisModNavItemSub = thisModItemSub.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItemSub.classList.add('modular-navigation-item-third'); thisModNavItemSub.classList.add('modular-navigation-item'); if (thisModItemSub.class) thisModNavItemSub.classList.add(thisModItemSub.class); if (thisModItemSub.url) thisModNavItemSub.setAttribute('href', thisModItemSub.url); if (thisModItemSub.target) thisModNavItemSub.setAttribute('target', thisModItemSub.target); const thisModNavHtext = document.createElement('h6'); thisModNavHtext.textContent = thisModItemSub.name ? thisModItemSub.name : ''; thisModNavItemSub.appendChild(thisModNavHtext); if (thisModItemSub.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItemSub.desc; thisModNavItemSub.appendChild(thisModNavPtext); } thisModNavItemSubWrapper.appendChild(thisModNavItemSub); } thisModNavItem.appendChild(thisModNavItemSubWrapper); } thisModItemWrapper.appendChild(thisModNavItem); } thisModNavWrapper.appendChild(thisModItemWrapper); } else { const thisModNavMain = document.createElement('a'); thisModNavMain.classList.add('modular-navigation-main'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.setAttribute('href', thisModNav.url); if (thisModNav.target) thisModNavMain.setAttribute('target', thisModNav.target); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); } getModularNavigation.appendChild(thisModNavWrapper); } const getModularNavMobile = document.querySelector('.nav-mobile-modular'); const thisModNavClose = document.createElement('div'); thisModNavClose.classList.add('modular-navigation-close'); thisModNavClose.innerHTML = '<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"/></svg>'; getModularNavigation.appendChild(thisModNavClose); thisModNavClose.addEventListener('click', function() { getModularNavigation.classList.remove('modular-navigation-visible'); }); getModularNavMobile.addEventListener('click', function() { getModularNavigation.classList.add('modular-navigation-visible'); }); } if (document.querySelector('.nav-jobs a')) document.querySelector('.nav-jobs a').setAttribute('target', '_blank'); if (document.querySelector('.nav-pmm-q-a a')) document.querySelector('.nav-pmm-q-a a').setAttribute('target', '_blank'); </script> </div> <div class="search-results"> <div class="search-results-close"> x close </div> <div id="search-field-wrapper"> <form> <input id="search-field" class="st-default-search-input" placeholder="Start typing..."/> </form> </div> <div id="results" class="st-search-container">Nothing to display...</div> <div class="search-tags"> <div class="search-tags-view">or view by:</div> <a href="/tag/customer-success">Customer Success</a> <a href="/tag/product-management">Product Management</a> <a href="/tag/finance-investment">Finance & Investment</a> <a href="/tag/marketing/">Marketing</a> <a href="/tag/sales/">Sales</a> <a href="/tag/diversity-equity-inclusion">Diversity, Equity & Inclusion</a> <a href="/tag/data-insights/">Data & insights</a> <a href="/tag/leadership-strategy">Leadership & Strategy</a> <a href="/tag/operations/">Operations</a> </div> </div> <div class="social-links social-links-fixed"> <a href="https://www.linkedin.com/school/saas-alliance/?viewAsMember=true" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> <a href="https://www.instagram.com/saasalliance/?igsh=MXc4NWhhc3Z3aWx5MA%3D%3D" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" id="Logo" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 512 512" style="enable-background:new 0 0 512 512;" xml:space="preserve"> <g> <path d="M256,49.47c67.27,0,75.23,0.26,101.8,1.47c24.56,1.12,37.9,5.22,46.78,8.67c11.76,4.57,20.15,10.03,28.97,18.84 c8.82,8.82,14.28,17.21,18.84,28.97c3.45,8.88,7.55,22.22,8.67,46.78c1.21,26.56,1.47,34.53,1.47,101.8s-0.26,75.23-1.47,101.8 c-1.12,24.56-5.22,37.9-8.67,46.78c-4.57,11.76-10.03,20.15-18.84,28.97c-8.82,8.82-17.21,14.28-28.97,18.84 c-8.88,3.45-22.22,7.55-46.78,8.67c-26.56,1.21-34.53,1.47-101.8,1.47s-75.24-0.26-101.8-1.47c-24.56-1.12-37.9-5.22-46.78-8.67 c-11.76-4.57-20.15-10.03-28.97-18.84c-8.82-8.82-14.28-17.21-18.84-28.97c-3.45-8.88-7.55-22.22-8.67-46.78 c-1.21-26.56-1.47-34.53-1.47-101.8s0.26-75.23,1.47-101.8c1.12-24.56,5.22-37.9,8.67-46.78c4.57-11.76,10.03-20.15,18.84-28.97 c8.82-8.82,17.21-14.28,28.97-18.84c8.88-3.45,22.22-7.55,46.78-8.67C180.77,49.73,188.73,49.47,256,49.47 M256,4.08 c-68.42,0-77,0.29-103.87,1.52c-26.81,1.22-45.13,5.48-61.15,11.71c-16.57,6.44-30.62,15.05-44.62,29.06 C32.36,60.37,23.74,74.42,17.3,90.98c-6.23,16.02-10.49,34.34-11.71,61.15C4.37,179,4.08,187.58,4.08,256 c0,68.42,0.29,77,1.52,103.87c1.22,26.81,5.48,45.13,11.71,61.15c6.44,16.57,15.05,30.62,29.06,44.62 c14.01,14.01,28.05,22.62,44.62,29.06c16.02,6.23,34.34,10.49,61.15,11.71c26.87,1.23,35.45,1.52,103.87,1.52s77-0.29,103.87-1.52 c26.81-1.22,45.13-5.48,61.15-11.71c16.57-6.44,30.62-15.05,44.62-29.06c14.01-14.01,22.62-28.05,29.06-44.62 c6.23-16.02,10.49-34.34,11.71-61.15c1.23-26.87,1.52-35.45,1.52-103.87s-0.29-77-1.52-103.87c-1.22-26.81-5.48-45.13-11.71-61.15 c-6.44-16.57-15.05-30.62-29.06-44.62c-14.01-14.01-28.05-22.62-44.62-29.06c-16.02-6.23-34.34-10.49-61.15-11.71 C333,4.37,324.42,4.08,256,4.08L256,4.08z"/> <path d="M256,126.64c-71.45,0-129.36,57.92-129.36,129.36S184.55,385.36,256,385.36S385.36,327.45,385.36,256 S327.45,126.64,256,126.64z M256,339.97c-46.38,0-83.97-37.6-83.97-83.97s37.6-83.97,83.97-83.97c46.38,0,83.97,37.6,83.97,83.97 S302.38,339.97,256,339.97z"/> <circle cx="390.48" cy="121.52" r="30.23"/> </g> </svg> </a> <a href="https://twitter.com/alliance_saas" target="_blank"><?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"><g><path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"></path></g></svg></a> <a href="https://www.facebook.com/futureofsaas"><?xml version="1.0" encoding="iso-8859-1"?>  <svg version="1.1" id="Capa_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 10.385 20" style="enable-background:new 0 0 10.385 20;" xml:space="preserve"> <g> <path id="f_1_" d="M6.742,20v-9.122h3.061l0.459-3.556h-3.52v-2.27c0-1.029,0.285-1.731,1.762-1.731 l1.882-0.001V0.139C10.06,0.097,8.943,0,7.643,0C4.928,0,3.07,1.657,3.07,4.699v2.622H0v3.556h3.07V20H6.742z"/> </g> </svg> </a> <a href="https://www.tiktok.com/@saas.alliance"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="currentColor" class="bi bi-tiktok" viewBox="0 0 16 16"> <path d="M9 0h1.98c.144.715.54 1.617 1.235 2.512C12.895 3.389 13.797 4 15 4v2c-1.753 0-3.07-.814-4-1.829V11a5 5 0 1 1-5-5v2a3 3 0 1 0 3 3z"/> </svg></a> <a href="https://www.youtube.com/channel/UC29SAjeZI6o8Y9GuvCBqATQ"> <svg id="Layer_1" data-name="Layer 1" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 176 124"><defs><style>.cls-1{fill:#fff;}</style></defs><path class="cls-1" d="M180.32,53.36A22.12,22.12,0,0,0,164.76,37.7C151,34,96,34,96,34s-55,0-68.76,3.7A22.12,22.12,0,0,0,11.68,53.36C8,67.18,8,96,8,96s0,28.82,3.68,42.64A22.12,22.12,0,0,0,27.24,154.3C41,158,96,158,96,158s55,0,68.76-3.7a22.12,22.12,0,0,0,15.56-15.66C184,124.82,184,96,184,96S184,67.18,180.32,53.36ZM78,122.17V69.83L124,96Z" transform="translate(-8 -34)"/></svg> </a> <a href="https://www.saasalliance.io/saas-community/"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" id="Layer_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 122.8 122.8" style="enable-background:new 0 0 122.8 122.8;" xml:space="preserve"> <g> <g> <path class="st0" d="M25.8,77.6c0,7.1-5.8,12.9-12.9,12.9S0,84.7,0,77.6c0-7.1,5.8-12.9,12.9-12.9h12.9V77.6z"/> <path class="st0" d="M32.3,77.6c0-7.1,5.8-12.9,12.9-12.9s12.9,5.8,12.9,12.9v32.3c0,7.1-5.8,12.9-12.9,12.9s-12.9-5.8-12.9-12.9 C32.3,109.9,32.3,77.6,32.3,77.6z"/> </g> <g> <path class="st0" d="M45.2,25.8c-7.1,0-12.9-5.8-12.9-12.9S38.1,0,45.2,0s12.9,5.8,12.9,12.9v12.9H45.2z"/> <path class="st0" d="M45.2,32.3c7.1,0,12.9,5.8,12.9,12.9s-5.8,12.9-12.9,12.9H12.9C5.8,58.1,0,52.3,0,45.2s5.8-12.9,12.9-12.9 C12.9,32.3,45.2,32.3,45.2,32.3z"/> </g> <g> <path class="st0" d="M97,45.2c0-7.1,5.8-12.9,12.9-12.9c7.1,0,12.9,5.8,12.9,12.9s-5.8,12.9-12.9,12.9H97V45.2z"/> <path class="st0" d="M90.5,45.2c0,7.1-5.8,12.9-12.9,12.9c-7.1,0-12.9-5.8-12.9-12.9V12.9C64.7,5.8,70.5,0,77.6,0 c7.1,0,12.9,5.8,12.9,12.9V45.2z"/> </g> <g> <path class="st0" d="M77.6,97c7.1,0,12.9,5.8,12.9,12.9c0,7.1-5.8,12.9-12.9,12.9c-7.1,0-12.9-5.8-12.9-12.9V97H77.6z"/> <path class="st0" d="M77.6,90.5c-7.1,0-12.9-5.8-12.9-12.9c0-7.1,5.8-12.9,12.9-12.9h32.3c7.1,0,12.9,5.8,12.9,12.9 c0,7.1-5.8,12.9-12.9,12.9H77.6z"/> </g> </g> </svg> </a> <a href="https://feedly.com/i/subscription/feed/https://futureofsaas.io/rss/" title="RSS" target="_blank" rel="noopener"><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24"><circle cx="6.18" cy="17.82" r="2.18"/><path d="M4 4.44v2.83c7.03 0 12.73 5.7 12.73 12.73h2.83c0-8.59-6.97-15.56-15.56-15.56zm0 5.66v2.83c3.9 0 7.07 3.17 7.07 7.07h2.83c0-5.47-4.43-9.9-9.9-9.9z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-membership-content tag-hash-productmarketing tag-marketing "> <section class="post-full-content Membership content"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2024-11-08">8 November 2024</time> <span class="reading-time">9 min read</span> </section> <h1 class="post-full-title">The revolutionary power of internal branding</h1> <section class="post-full-meta"> <a href="/tag/membership-content/">Membership content</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/john-mckiernan/"> <img class="author-profile-image" src="/content/images/size/w300/2024/11/1715216099161.jpeg" alt="John McKiernan" /> <section class="author-card-content"> <h4 class="author-card-name">John McKiernan</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2024/11/internal-branding-product-marketing.png);"> </div> </header> <script> inArticleAdListDisabled = true; </script> <div class="post-content"> <p> <p><em>This article is based on a presentation given by John McKiernan at the Product Marketing Summit in Sydney. Catch up on all our </em><a href="https://www.saasalliance.io/product-marketing-ondemand/" rel="noreferrer"><em>product marketing summits</em></a><em>, and others, using our </em><a href="https://www.saasalliance.io/ondemand-saas-hub/" rel="noreferrer"><em>OnDemand service</em></a><em>.</em></p><p><em>John is now the Principal Marketing Manager at Postman</em></p><hr><p></p><p>What if I told you that the most successful product launches don’t start with a grand plan but with hard-won lessons learned the difficult way?</p><p>Hey there, I’m John McKiernan, and I lead product marketing for a new product from Atlassian called Jira Product Discovery, a prioritization and roadmapping tool made for <a href="https://www.saasalliance.io/product-owner-vs-product-manager-q-a-with-hubspot/" rel="noreferrer"><u>product managers</u></a> (PMs). </p><p>I’m here to tell you about the mistakes I made while launching this product and share some helpful lessons I learned along the way.</p><p></p><h2 id="launching-a-hit-product">Launching a hit product</h2><p>We launched Jira Product Discovery last May, and it’s grown tremendously since then. It’s one of Atlassian’s most successful <a href="https://www.saasalliance.io/the-art-and-science-of-product-launches/" rel="noreferrer">product launches</a> ever. Customers love it, and it’s great for business. For me personally, it’s been a proud career moment to launch an enterprise product from the ground up.</p><p>I must admit I was quite naive coming into this enterprise <a href="https://www.saasalliance.io/ready-set-go-the-three-stages-of-a-product-launch/" rel="noreferrer"><u>product launch</u></a>. I’d launched products in past roles at <a href="https://www.saasalliance.io/top-5-reasons-why-startups-fail-and-how-to-avoid-them/" rel="noreferrer"><u>startups</u></a>, so I figured launching a product within an established company would be easy. You already have an audience and supporting teams in place, so what could go wrong?</p><p>Plenty of things, it turns out. </p><p>As anyone who’s done this before knows, launching an enterprise product brings all kinds of unique challenges. </p><p>To navigate these challenges, I had to dig deep into my experience. One tool in particular proved invaluable: internal<a href="https://www.saasalliance.io/data-storytelling-next-level-saas-growth/" rel="noreferrer"> <u>storytelling</u></a> wrapped into an internal brand. I know that sounds odd, but bear with me as I explain.</p><p></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.saasalliance.io/scaling-your-saas-startup-how-to-assemble-a-high-impact-leadership-team/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to assemble a high-impact SaaS startup leadership team</div><div class="kg-bookmark-description">CEO and Founder Hope Horner outlines how to build a stellar leadership team when your SaaS business is in hypergrowth.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.saasalliance.io/content/images/size/w256h256/2024/04/SAAS-ICON.png" alt=""><span class="kg-bookmark-author">SaaS Alliance</span><span class="kg-bookmark-publisher">Hope Horner</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.saasalliance.io/content/images/size/w1200/2024/06/steven-lelham-atSaEOeE8Nk-unsplash.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p></p><h2 id="falling-into-the-trough-of-sorrow">Falling into the trough of sorrow</h2><p>If you’re familiar with the work of Paul Graham of YCombinator fame, you may recognize the graph below. It represents the trough of sorrow – the painful period when reality hits after you <a href="https://www.saasalliance.io/driving-growth-and-innovation-a-guide-to-series-a-transformation-for-saas-startups/" rel="noreferrer">launch a startup</a>. The initial excitement fades as you get stuck into the daily grind.</p><figure class="kg-card kg-image-card"><img src="https://lh7-rt.googleusercontent.com/docsz/AD_4nXf1u5KtcyG9dbsIhVk4mRTmWp4Q-cbssLGovUqthgDQ_NrX7XP3R35I7AfNiJAysmK-rs3B1ywq6ebNWnydIQL9lGa8M5T0pv7ZRBd_4pbbnG72O_bfhejKf6pybEILwGSY9oUyh1XMBj1d1a32m4c7IHO7?key=Q6YohyUHjNCaQ1W3pP8W8dBK" class="kg-image" alt="John's journey into the trough of sorrow. " loading="lazy" width="624" height="351"></figure><p>As I soon learned, the trough of sorrow applies equally when launching a product within an established company. It’s kind of like having a baby; the first few months are thrilling – then sleep deprivation kicks in and you enter the trough of sorrow for the next 17 years or so.</p><p></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.saasalliance.io/how-brand-messaging-changes-for-b2b-and-b2c-companies/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How brand messaging changes for B2B and B2C companies</div><div class="kg-bookmark-description">Want to turn your hand to both B2B and B2C marketing, check out the key differences right here.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.saasalliance.io/content/images/size/w256h256/2024/04/SAAS-ICON.png" alt=""><span class="kg-bookmark-author">SaaS Alliance</span><span class="kg-bookmark-publisher">Charley Gale</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.saasalliance.io/content/images/size/w1200/2023/04/how-brand-messaging-changes-for-b2b-and-b2c-companies.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure> <aside class="gh-post-upgrade-cta"> <div class="gh-post-upgrade-cta-content" style="background-color: #15171A"> <h2>This post is for paying subscribers only</h2> <a class="gh-btn" data-portal="signup" href="#/portal/signup" style="color:#15171A">Subscribe now</a> <p><small>Already have an account? <a data-portal="signin" href="#/portal/signin">Sign in</a></small></p> </div> </aside> </p> </div> <aside class="post-upgrade-cta"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/04/SAAS-ICON.png" alt="SaaS Alliance icon" class="site-logo" /> <h2>Become a member to see the rest </h2> <p class="post-upgrade-cta-desc"> Certain pieces of content are only available to FoSaaS members and you’ve landed on one of them. To access tonnes of articles like this and more, get yourself signed up. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/signup/">Subscribe now</a> </div> <p><small>Already a member? Awesome <a href="/signin/">Sign in</a></small></p> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/04/SAAS-ICON.png" alt="SaaS Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/john-mckiernan/"> <img class="author-profile-image" src="/content/images/size/w300/2024/11/1715216099161.jpeg" alt="John McKiernan" /> <section class="author-card-content"> <h4 class="author-card-name">John McKiernan</h4> <p>Principal Marketing Manager at Postman</p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/membership-content/">Membership content</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/adobe-ai-transform-go-to-market-strategies/"> <img class="post-card-image" src="/content/images/size/w800/2024/11/adobe-ai-gtm-strategy.png" alt="How Adobe leverages AI to transform their go-to-market strategies" /> </a> <div class="post-card-content"> <div class="post-visibility-paid" href="/signin">Members-only</div> <a class="post-card-content-link" href="/adobe-ai-transform-go-to-market-strategies/"> <header class="post-card-header"> <h2 class="post-card-title">How Adobe leverages AI to transform their go-to-market strategies</h2> </header> <section class="post-card-excerpt"> <p>Learn how Adobe uses AI to boost their go-to-market strategies with smarter insights, dynamic pricing, and personalized marketing....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">6 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/sales-led-to-product-driven-sustainable-saas-growth/"> <img class="post-card-image" src="/content/images/size/w800/2024/10/Sales-led-to-product-driven.png" alt="Sales-led to product-driven: A CPO's guide to sustainable SaaS growth transformation" /> </a> <div class="post-card-content"> <div class="post-visibility-paid" href="/signin">Members-only</div> <a class="post-card-content-link" href="/sales-led-to-product-driven-sustainable-saas-growth/"> <header class="post-card-header"> <h2 class="post-card-title">Sales-led to product-driven: A CPO's guide to sustainable SaaS growth transformation</h2> </header> <section class="post-card-excerpt"> <p>Discover PayFit's journey from sales-led to product-driven SaaS, including key strategies, challenges, and insights for successful transformation....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">7 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/3-key-ways-to-improve-information-flow-and-decision-making/"> <img class="post-card-image" src="/content/images/size/w800/2024/10/improve-information-flow-with-miovision--1-.png" alt="3 key ways to improve information flow and decision-making" /> </a> <div class="post-card-content"> <div class="post-visibility-paid" href="/signin">Members-only</div> <a class="post-card-content-link" href="/3-key-ways-to-improve-information-flow-and-decision-making/"> <header class="post-card-header"> <h2 class="post-card-title">3 key ways to improve information flow and decision-making</h2> </header> <section class="post-card-excerpt"> <p>Tired of company chaos? Learn how to fix organizational dysfunction and transform information flow into a strategic advantage. Get started now!...</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">11 min read</span> </footer> </div> </article> </div> </aside> </aside> </article> </div> </main> <div class="floating-header"> <div class="floating-header-logo"> <a href="https://www.saasalliance.io"> <img src="/content/images/size/w100/2024/04/SAAS-ICON.png" alt="SaaS Alliance icon" /> <span>SaaS Alliance</span> </a> </div> <span class="floating-header-divider">—</span> <div class="floating-header-title">The revolutionary power of internal branding</div> <div class="floating-header-share"> <a class="floating-header-share-tw" href="https://twitter.com/share?text=The%20revolutionary%20power%20of%20internal%20branding&url=https://www.saasalliance.io/the-revolutionary-power-of-internal-branding/" onclick="window.open(this.href, 'share-twitter', 'width=550,height=235');return false;"> <?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"><g><path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"></path></g></svg> </a> <a class="floating-header-share-fb" href="https://www.facebook.com/sharer/sharer.php?u=https://www.saasalliance.io/the-revolutionary-power-of-internal-branding/" onclick="window.open(this.href, 'share-facebook','width=580,height=296');return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 32 32"><path d="M19 6h5V0h-5c-3.86 0-7 3.14-7 7v3H8v6h4v16h6V16h5l1-6h-6V7c0-.542.458-1 1-1z"/></svg> </a> <a class="floating-header-share-linkedin" href="https://www.linkedin.com/shareArticle?mini=true&url=https://www.saasalliance.io/the-revolutionary-power-of-internal-branding/" onclick="window.open(this.href, 'share-facebook','width=580,height=496');return false;"> <?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> </div> <progress id="reading-progress" class="progress" value="0"> <div class="progress-container"> <span class="progress-bar"></span> </div> </progress> </div>  <link rel="stylesheet" href="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.10.0/tocbot.css" />  <script src="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.10.0/tocbot.min.js"></script> <script> if (window.isTOCenabled) { document.querySelector('.toc-container').innerHTML = '<div class="toc"></div>'; tocbot.init({ tocSelector: '.toc', contentSelector: '.post-content' }); } </script> <div class="footer"> <div class="footer-wrapper"> <div class="site-footer-content"> <div class="site-footer-content-logo"> <a href="/"> <img src="https://www.saasalliance.io/assets/img/sales/SAAS.png?v=c80f5a1401" /> </a> </div> <div class="site-footer-content-title"> SaaS Alliance was founded in early 2020 with a mission of creating a one-stop-shop of resources, content, and learning materials for those in SaaS. </div> <br> <b class="site-footer-content-title">Let’s drive innovation, evolution and growth. Together.</b> </div> <div class="site-footer-social social-links"> <a href="https://www.linkedin.com/school/saas-alliance/?viewAsMember=true" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> <a href="https://www.instagram.com/saasalliance/?igsh=MXc4NWhhc3Z3aWx5MA%3D%3D" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" id="Logo" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 512 512" style="enable-background:new 0 0 512 512;" xml:space="preserve"> <g> <path d="M256,49.47c67.27,0,75.23,0.26,101.8,1.47c24.56,1.12,37.9,5.22,46.78,8.67c11.76,4.57,20.15,10.03,28.97,18.84 c8.82,8.82,14.28,17.21,18.84,28.97c3.45,8.88,7.55,22.22,8.67,46.78c1.21,26.56,1.47,34.53,1.47,101.8s-0.26,75.23-1.47,101.8 c-1.12,24.56-5.22,37.9-8.67,46.78c-4.57,11.76-10.03,20.15-18.84,28.97c-8.82,8.82-17.21,14.28-28.97,18.84 c-8.88,3.45-22.22,7.55-46.78,8.67c-26.56,1.21-34.53,1.47-101.8,1.47s-75.24-0.26-101.8-1.47c-24.56-1.12-37.9-5.22-46.78-8.67 c-11.76-4.57-20.15-10.03-28.97-18.84c-8.82-8.82-14.28-17.21-18.84-28.97c-3.45-8.88-7.55-22.22-8.67-46.78 c-1.21-26.56-1.47-34.53-1.47-101.8s0.26-75.23,1.47-101.8c1.12-24.56,5.22-37.9,8.67-46.78c4.57-11.76,10.03-20.15,18.84-28.97 c8.82-8.82,17.21-14.28,28.97-18.84c8.88-3.45,22.22-7.55,46.78-8.67C180.77,49.73,188.73,49.47,256,49.47 M256,4.08 c-68.42,0-77,0.29-103.87,1.52c-26.81,1.22-45.13,5.48-61.15,11.71c-16.57,6.44-30.62,15.05-44.62,29.06 C32.36,60.37,23.74,74.42,17.3,90.98c-6.23,16.02-10.49,34.34-11.71,61.15C4.37,179,4.08,187.58,4.08,256 c0,68.42,0.29,77,1.52,103.87c1.22,26.81,5.48,45.13,11.71,61.15c6.44,16.57,15.05,30.62,29.06,44.62 c14.01,14.01,28.05,22.62,44.62,29.06c16.02,6.23,34.34,10.49,61.15,11.71c26.87,1.23,35.45,1.52,103.87,1.52s77-0.29,103.87-1.52 c26.81-1.22,45.13-5.48,61.15-11.71c16.57-6.44,30.62-15.05,44.62-29.06c14.01-14.01,22.62-28.05,29.06-44.62 c6.23-16.02,10.49-34.34,11.71-61.15c1.23-26.87,1.52-35.45,1.52-103.87s-0.29-77-1.52-103.87c-1.22-26.81-5.48-45.13-11.71-61.15 c-6.44-16.57-15.05-30.62-29.06-44.62c-14.01-14.01-28.05-22.62-44.62-29.06c-16.02-6.23-34.34-10.49-61.15-11.71 C333,4.37,324.42,4.08,256,4.08L256,4.08z"/> <path d="M256,126.64c-71.45,0-129.36,57.92-129.36,129.36S184.55,385.36,256,385.36S385.36,327.45,385.36,256 S327.45,126.64,256,126.64z M256,339.97c-46.38,0-83.97-37.6-83.97-83.97s37.6-83.97,83.97-83.97c46.38,0,83.97,37.6,83.97,83.97 S302.38,339.97,256,339.97z"/> <circle cx="390.48" cy="121.52" r="30.23"/> </g> </svg> </a> <a href="https://twitter.com/alliance_saas" target="_blank"><?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"><g><path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"></path></g></svg></a> <a href="https://www.facebook.com/futureofsaas/"><?xml version="1.0" encoding="iso-8859-1"?>  <svg version="1.1" id="Capa_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 10.385 20" style="enable-background:new 0 0 10.385 20;" xml:space="preserve"> <g> <path id="f_1_" d="M6.742,20v-9.122h3.061l0.459-3.556h-3.52v-2.27c0-1.029,0.285-1.731,1.762-1.731 l1.882-0.001V0.139C10.06,0.097,8.943,0,7.643,0C4.928,0,3.07,1.657,3.07,4.699v2.622H0v3.556h3.07V20H6.742z"/> </g> </svg> </a> <a href="https://www.tiktok.com/@saas.alliance"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="currentColor" class="bi bi-tiktok" viewBox="0 0 16 16"> <path d="M9 0h1.98c.144.715.54 1.617 1.235 2.512C12.895 3.389 13.797 4 15 4v2c-1.753 0-3.07-.814-4-1.829V11a5 5 0 1 1-5-5v2a3 3 0 1 0 3 3z"/> </svg></a> <a href="https://www.youtube.com/channel/UC29SAjeZI6o8Y9GuvCBqATQ"> <svg id="Layer_1" data-name="Layer 1" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 176 124"><defs><style>.cls-1{fill:#fff;}</style></defs><path class="cls-1" d="M180.32,53.36A22.12,22.12,0,0,0,164.76,37.7C151,34,96,34,96,34s-55,0-68.76,3.7A22.12,22.12,0,0,0,11.68,53.36C8,67.18,8,96,8,96s0,28.82,3.68,42.64A22.12,22.12,0,0,0,27.24,154.3C41,158,96,158,96,158s55,0,68.76-3.7a22.12,22.12,0,0,0,15.56-15.66C184,124.82,184,96,184,96S184,67.18,180.32,53.36ZM78,122.17V69.83L124,96Z" transform="translate(-8 -34)"/></svg> </a> <a href="https://futureofsaas.io/join-the-fosaas-community/"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" id="Layer_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 122.8 122.8" style="enable-background:new 0 0 122.8 122.8;" xml:space="preserve"> <g> <g> <path class="st0" d="M25.8,77.6c0,7.1-5.8,12.9-12.9,12.9S0,84.7,0,77.6c0-7.1,5.8-12.9,12.9-12.9h12.9V77.6z"/> <path class="st0" d="M32.3,77.6c0-7.1,5.8-12.9,12.9-12.9s12.9,5.8,12.9,12.9v32.3c0,7.1-5.8,12.9-12.9,12.9s-12.9-5.8-12.9-12.9 C32.3,109.9,32.3,77.6,32.3,77.6z"/> </g> <g> <path class="st0" d="M45.2,25.8c-7.1,0-12.9-5.8-12.9-12.9S38.1,0,45.2,0s12.9,5.8,12.9,12.9v12.9H45.2z"/> <path class="st0" d="M45.2,32.3c7.1,0,12.9,5.8,12.9,12.9s-5.8,12.9-12.9,12.9H12.9C5.8,58.1,0,52.3,0,45.2s5.8-12.9,12.9-12.9 C12.9,32.3,45.2,32.3,45.2,32.3z"/> </g> <g> <path class="st0" d="M97,45.2c0-7.1,5.8-12.9,12.9-12.9c7.1,0,12.9,5.8,12.9,12.9s-5.8,12.9-12.9,12.9H97V45.2z"/> <path class="st0" d="M90.5,45.2c0,7.1-5.8,12.9-12.9,12.9c-7.1,0-12.9-5.8-12.9-12.9V12.9C64.7,5.8,70.5,0,77.6,0 c7.1,0,12.9,5.8,12.9,12.9V45.2z"/> </g> <g> <path class="st0" d="M77.6,97c7.1,0,12.9,5.8,12.9,12.9c0,7.1-5.8,12.9-12.9,12.9c-7.1,0-12.9-5.8-12.9-12.9V97H77.6z"/> <path class="st0" d="M77.6,90.5c-7.1,0-12.9-5.8-12.9-12.9c0-7.1,5.8-12.9,12.9-12.9h32.3c7.1,0,12.9,5.8,12.9,12.9 c0,7.1-5.8,12.9-12.9,12.9H77.6z"/> </g> </g> </svg> </a> <a href="https://feedly.com/i/subscription/feed/https://futureofsaas.io/rss/" title="RSS" target="_blank" rel="noopener"><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24"><circle cx="6.18" cy="17.82" r="2.18"/><path d="M4 4.44v2.83c7.03 0 12.73 5.7 12.73 12.73h2.83c0-8.59-6.97-15.56-15.56-15.56zm0 5.66v2.83c3.9 0 7.07 3.17 7.07 7.07h2.83c0-5.47-4.43-9.9-9.9-9.9z"/></svg> </a> </div> <div style="site-footer-links-wrapper"> <div class="site-footer-links"> <div class="site-footer-links-title"> ABOUT </div> <ul role="menu"> <li class="nav-home nav-current" role="menuitem"><a href="/contributor-guide">Contribute</a></li> <li class="nav-tag" role="menuitem"><a href="/partner">Media Guide</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/meet-the-ambassadors">Ambassadors</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/about">Mission</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/privacy-policy">Privacy Policy</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/terms-and-conditions">Terms of Service</a></li> </ul> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> RESOURCES </div> <ul role="menu"> <li class="nav-home nav-current" role="menuitem"><a href="/saascast">Podcasts</a></li> <li class="nav-tag" role="menuitem"><a href="https://futureofsaas.io/tag/saas-reports/">Reports</a></li> </ul> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> GENERAL </div> <ul role="menu"> <li class="nav-tag" role="menuitem"><a href="/events" target="_blank">Events</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/signup/">Membership</a></li> <li class="nav-advisory-board" role="menuitem"><a href="https://futureofsaas.io/join-the-fosaas-community/">Community</a></li> </ul> </div> </div> <div class="site-footer-categories"> <div class="site-footer-categories-title"> Learn </div> <a href="/tag/customer-success">Customer Success</a> <a href="/tag/product-management">Product Management</a> <a href="/tag/finance-investment">Finance & Investment</a> <a href="/tag/marketing/">Marketing</a> <a href="/tag/sales/">Sales</a> <a href="/tag/diversity-equity-inclusion">Diversity, Equity & Inclusion</a> <a href="/tag/data-insights/">Data & insights</a> <a href="/tag/leadership-strategy">Leadership & Strategy</a> <a href="/tag/operations/">Operations</a> </div> </div> </div> </div>  <script> var images = document.querySelectorAll('.kg-gallery-image img'); images.forEach(function (image) { var container = image.closest('.kg-gallery-image'); var width = image.attributes.width.value; var height = image.attributes.height.value; var ratio = width / height; container.style.flex = ratio + ' 1 0%'; }) </script>  <noscript><iframe src="https://www.googletagmanager.com/ns.html?id=GTM-5XPQ2T9" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>  <script src="https://apps.elfsight.com/p/platform.js" defer></script> <div class="elfsight-app-c2c42799-6985-42a9-b049-f488b8bc4187"></div> <script> var beamer_config = { product_id : 'VnWbzRVj26920', selector : '.nav-whats-new' }; </script> <script type="text/javascript" src="https://app.getbeamer.com/js/beamer-embed.js" defer="defer"></script> <script type="text/javascript"> (function(e,t,o,n,p,r,i){e.visitorGlobalObjectAlias=n;e[e.visitorGlobalObjectAlias]=e[e.visitorGlobalObjectAlias]||function(){(e[e.visitorGlobalObjectAlias].q=e[e.visitorGlobalObjectAlias].q||[]).push(arguments)};e[e.visitorGlobalObjectAlias].l=(new Date).getTime();r=t.createElement("script");r.src=o;r.async=true;i=t.getElementsByTagName("script")[0];i.parentNode.insertBefore(r,i)})(window,document,"https://diffuser-cdn.app-us1.com/diffuser/diffuser.js","vgo"); vgo('setAccount', '649525905'); vgo('setTrackByDefault', true); vgo('process'); </script> <script type="text/javascript" src="https://www.saasalliance.io/assets/built/jquery.js?v=c80f5a1401" ></script> <script type="text/javascript" src="https://www.saasalliance.io/assets/built/jquery.fitvids.js?v=c80f5a1401" ></script> <script type="text/javascript" src="https://www.saasalliance.io/assets/built/ghost-lunr.js?v=c80f5a1401" defer></script> <script type="text/javascript" src="https://www.saasalliance.io/assets/built/search.js?v=c80f5a1401" defer></script> <script type="text/javascript" src="https://www.saasalliance.io/assets/%20built/jquery.fitvids.js?v=c80f5a1401"></script> <script> // NOTE: Scroll performance is poor in Safari // - this appears to be due to the events firing much more slowly in Safari. // Dropping the scroll event and using only a raf loop results in smoother // scrolling but continuous processing even when not scrolling $(document).ready(function () { // Start fitVids var $postContent = $(".post-full-content"); $postContent.fitVids(); // End fitVids var progressBar = document.querySelector('#reading-progress'); var header = document.querySelector('.floating-header'); var title = document.querySelector('.post-full-title'); var lastScrollY = window.scrollY; var lastWindowHeight = window.innerHeight; var lastDocumentHeight = $(document).height(); var ticking = false; function onScroll() { lastScrollY = window.scrollY; requestTick(); } function onResize() { lastWindowHeight = window.innerHeight; lastDocumentHeight = $(document).height(); requestTick(); } function requestTick() { if (!ticking) { requestAnimationFrame(update); } ticking = true; } function update() { var trigger = title.getBoundingClientRect().top + window.scrollY; var triggerOffset = title.offsetHeight + 35; var progressMax = lastDocumentHeight - lastWindowHeight; // show/hide floating header if (lastScrollY >= trigger + triggerOffset) { header.classList.add('floating-active'); } else { header.classList.remove('floating-active'); } progressBar.setAttribute('max', progressMax); progressBar.setAttribute('value', lastScrollY); ticking = false; } window.addEventListener('scroll', onScroll, { passive: true }); window.addEventListener('resize', onResize, false); update(); var getHiddenUpgrade = document.querySelector('.hidden-upgrade'); if (getHiddenUpgrade && isHiddenUpgradeVisible) getHiddenUpgrade.style.display = 'block'; }); // window.inArticleAdList = [ // { // img: 'https://static.ghost.org/v3.0.0/images/publishing-options.png', // url: '/' // }, // { // img: 'https://static.ghost.org/v3.0.0/images/admin-settings.png', // url: '/' // } // ]; if (window.inArticleAdList && !window.inArticleAdListDisabled) { const getSelectPostContent = document.querySelector('.post-content'); const getSelectPostContentLength = parseInt(getSelectPostContent.children.length / 2); const getSelectPostContentItem = getSelectPostContent.children[getSelectPostContentLength]; const thisinPostAd = document.createElement('a'); thisinPostAd.classList.add('post-in-post-ad'); const getRandAdItem = inArticleAdList[Math.floor(Math.random() * inArticleAdList.length)]; thisinPostAd.style.backgroundImage = 'url(' + getRandAdItem.img + ')'; thisinPostAd.setAttribute('href', getRandAdItem.url); thisinPostAd.setAttribute('target', '_blank'); getSelectPostContentItem.parentNode.insertBefore(thisinPostAd, getSelectPostContentItem.nextSibling); } const getCertCta = document.querySelector('.get-cert-cta'); if (window.showGetCertCta && getCertCta) { getCertCta.style.display = 'block'; } </script> <script> window.intercomSettings = { app_id: "ihx5j8jg" }; </script> <script> (function(){var w=window;var ic=w.Intercom;if(typeof ic==="function"){ic('reattach_activator');ic('update',w.intercomSettings);}else{var d=document;var i=function(){i.c(arguments);};i.q=[];i.c=function(args){i.q.push(args);};w.Intercom=i;var l=function(){var s=d.createElement('script');s.type='text/javascript';s.async=true;s.src='https://widget.intercom.io/widget/ihx5j8jg';var x=d.getElementsByTagName('script')[0];x.parentNode.insertBefore(s,x);};if(w.attachEvent){w.attachEvent('onload',l);}else{w.addEventListener('load',l,false);}}})(); </script> </body> </html>

CINXE.COM

The revolutionary power of internal branding