Customer expectations are higher than ever and their loyalty is fading. Because they can choose from dozens of vendors in every market segment and have all the power. There has never been more competition in SaaS than today. Consequently the costs of customer acquisition are growing constantly and did so between 60-75% in the past few years.

And yet, most SaaS companies have not adapted to the new reality. They still run the old growth playbook. Acquiring new customer is still the top priority of most SaaS companies. The weakest growth lever that will only continue to deteriorate. And no amount of venture capital will change that fact. 

To win in 2023 and beyond, SaaS companies need to focus on sustainable and efficient growth. Customer-Value-Led-Growth.