The Evolution of the SaaS Sales Maturity Curve: From Product-Centric to Value-Selling Methodology
Max Elster
Max Elster
May 2, 2024
May 7, 2024

The SaaS industry’s transition from product-centric selling to value-centric is rapidly accelerating. As testimony to this, the customer experience management market is projected to grow 15.4% YoY from 2023 to 2030​​.

As more companies begin their pivot to value-selling, they’ll come across various stages of maturity as they embrace value-selling. 

Understanding this maturity curve can provide valuable insights into how SaaS businesses will begin to align their sales strategies with the evolving needs of their customers.

1. Awareness Stage

At its most basic level, SaaS companies start to recognize the importance of selling business outcomes, not just products or services. 

Initially, the focus is heavily on product features, which are traditionally seen as the primary competitive advantage. 

However, companies face challenges such as overcoming entrenched product-focused selling habits and educating their sales teams about the basic benefits of value-selling methods​​​​.

2. Emerging 

Here, companies begin to comprehend the nuances of selling based on impact and value. They initially try to align products/services with solutions to customer challenges or outcomes. 

Primary training initiatives for the sales team on value-selling techniques and the first ROI calculators are also introduced at this point. 

However, transitioning from a feature-based product overview to an outcome-based value communication can be challenging.

3. Integrated

At this stage, companies will begin to actively integrate strategies focused on selling business outcomes and value into their sales process.

There's deployment of tailored value propositions for different customer segments and measurement of client success based on the value delivered. 

The challenge lies in ensuring the entire sales force is proficient in utilising value-selling methods and that no one on the team lags.

4. Proficiency 

Companies will start to have some success with their value-selling techniques, leading to increased customer loyalty and sales growth. Advanced value-selling tools are onboarded to track and measure value delivery across the customer lifecycle. 

However, companies must contend with challenges such as staying updated with evolving customer needs and scaling value-selling practices as the company grows​​​​.

5. Mastery 

In the mastery stage, companies excel in selling outcomes and innovate within the value-selling space. 

The sales team is recognised as a trusted consultant, mapping its sales processes to the strategic growth initiatives of customers and fostering long-term relationships based on consistent value delivery.

The challenge is identifying and training a Go-To-Market team experienced in selling on business outcomes and managing outdated tools​​.


By understanding and navigating this maturity curve, businesses can begin to position themselves to meet the increasingly sophisticated demands of their customers.

This process ultimately leads to enhanced growth and sustained success in the competitive SaaS marketplace.

In each phase, Minoa is well-placed to address the specific challenges of the value-selling maturity curve. 

Minoa offers advanced tracking and measurement capabilities to aid in the transition from product-centric to value-selling methodologies, helping businesses at different stages of the maturity curve to optimise their sales strategies and better align with customer needs.

If you’d like to see Minoa in action then please book a demo here.

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Max Elster
Max Elster

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