Why Most SaaS Deals Fail: The Truth About Stakeholders

Securing a SaaS deal in the enterprise world is rarely a straightforward process. Unlike smaller deals, where you might only need to convince a single decision-maker, enterprise-level SaaS sales often involve navigating a web of stakeholders. Each one brings a unique perspective, set of priorities, and concerns to the table. The challenge? Keeping all of these stakeholders aligned and moving toward a common goal: closing the deal.

But how do you do that when each stakeholder could be pulling in a different direction? In this post, we'll explore some common myths about managing multiple stakeholders, debunk them, and offer proven tactics to ensure your deal doesn't get derailed by competing interests.

Myth #1: One Decision-Maker is All You Need

It’s tempting to believe that if you win over the key decision-maker, the deal is as good as closed. But in enterprise SaaS sales, that’s rarely the case. According to a Gartner study, most buying groups for B2B solutions include between 6 and 10 stakeholders. Each of these individuals brings their own set of priorities and concerns, and they all have a say in the final decision. Relying solely on one person to carry your solution across the finish line can leave you vulnerable to objections from others in the buying group.

A more effective strategy is to identify and engage with all key stakeholders early in the process. Use tools like OrgChartHub (an add-on for HubSpot) to map out the company's decision-makers and influencers. By understanding the roles and concerns of each stakeholder, you can tailor your messaging to address their specific needs.

Additional Techniques and Resources:

• SPIN Selling by Neil Rackham: This classic sales book provides a framework for asking the right questions to uncover the needs of multiple stakeholders.

• Sales Navigator (LinkedIn): Use Sales Navigator to identify key stakeholders in an organization and build relationships with them through personalized outreach.

• Multi-Threading Strategy: Establish multiple points of contact within the company to build internal advocates and reduce your dependency on a single decision-maker.

Alternative Method: The Power of Internal Champions

Encourage your main contact to act as an advocate for your solution by providing them with resources, such as tailored pitch decks or customer case studies. Help them frame your solution in a way that resonates with each department’s goals. This approach fosters collaboration among stakeholders, which can ultimately drive consensus in your favor.