The SaaS Growth Trap: Avoiding Over-Promise and Under-Deliver in Post-Sales
As someone who has always championed growth through delivering the best possible client experience, I know firsthand the power of building trust and creating value. A great client experience isn’t just a "nice-to-have"—it’s the backbone of sustainable business growth. But here’s the catch: exceptional service doesn’t mean promising the world without understanding the ripple effects on your business.
In SaaS, the temptation to overpromise is real. Whether it’s a sales team eager to close a deal or a company trying to outshine competitors, the result is often the same—unmet expectations, frustrated clients, and strained relationships. Growth isn’t about saying "yes" to everything; it’s about delivering on the promises that matter most while ensuring they are aligned with your team’s capacity and your product’s true capabilities.
This article explores how SaaS companies can avoid the growth trap of over-promising and under-delivering by focusing on alignment, transparency, and a value-driven approach. Let’s dive into how you can create a client experience that drives loyalty and growth—without compromising your integrity or overextending your business.
The Disconnect: What’s Causing the Gap?
Sales-Driven Culture
Many SaaS companies prioritise acquisition over retention. Sales teams are incentivised to close deals, often overselling features or timelines to hit targets. Once the contract is signed, the baton is passed to post-sales teams who are left to manage unrealistic expectations.
Stat: According to a study by HubSpot, 69% of SaaS customers cite unmet expectations as a key reason for churn (source).
Siloed Teams
A lack of communication between sales, customer success, and product teams creates misalignment. Sales may promise features that are still in development, while customer success teams are unaware of specific client needs.
Stat: Research from Forbes shows that 74% of employees feel their departments don’t collaborate effectively (source).
Inadequate Handoffs
Poor documentation and rushed handovers mean critical client details are lost in transition. This results in onboarding delays, frustration, and a rocky start to the customer relationship.
How to Avoid the Growth Trap
Align Teams with Shared Goals
Break down silos by establishing shared metrics for sales, customer success, and product teams. Instead of focusing solely on revenue, include metrics like customer satisfaction (CSAT), Net Promoter Score (NPS), and retention rates.
Example: Atlassian implemented cross-functional OKRs (Objectives and Key Results) to align teams, improving their NPS by 15% in one year (source).
Transparent Sales Practices
Train sales teams to set realistic expectations during negotiations. This includes being upfront about product limitations, timelines, and support availability. Honesty at this stage builds trust and sets the foundation for a positive relationship.
Tip: Use customer testimonials and case studies to demonstrate achievable outcomes rather than hypothetical promises.
Streamline Onboarding
Create a seamless onboarding process with clear communication, detailed documentation, and dedicated onboarding specialists. Ensure that customer success teams have access to all relevant sales notes and client insights.
Stat: Companies with structured onboarding processes see 50% higher retention rates than those without (source).
Regular Feedback Loops
Foster open communication between teams through regular feedback loops. Use customer feedback to inform product development and adjust sales pitches based on real-world experiences.
Tool: Platforms like Slack or Asana can facilitate cross-departmental collaboration and keep everyone on the same page.
The Payoff: Retention Over Acquisition
By addressing the SaaS Growth Trap, companies can shift their focus from acquisition to retention. This not only reduces churn but also creates opportunities for upselling and cross-selling. In fact, retaining an existing customer is 5x cheaper than acquiring a new one (source).
Key Takeaways
Align sales, customer success, and product teams with shared goals.
Set realistic expectations during the sales process to build trust.
Invest in structured onboarding to create a strong start.
Promote collaboration through feedback loops and shared insights.
Avoiding the Growth Trap isn’t just about meeting expectations—it’s about exceeding them in a way that fosters loyalty and long-term growth. When SaaS companies prioritise retention, they unlock the full potential of their customer relationships.
If you’re struggling with implementing these strategies or need guidance on aligning your post-sales approach, I’d love to work with you. Feel free to reach out to me directly or share your thoughts in the comments—I’m here to help!
Let’s rewrite the rules together: Book a call with me: https://lnkd.in/gymjvPDE
References
HubSpot: "Customer Churn Reasons"
Link: https://blog.hubspot.com/service/what-is-customer-churn
Forbes: "The Importance of Cross-Departmental Collaboration"
Atlassian: "OKRs at Atlassian"
Gainsight: "Customer Onboarding Statistics"
Link: https://www.gainsight.com/blog/six-essential-customer-onboarding-steps/
Invesp: "Customer Acquisition vs Retention"
Link: https://www.invespcro.com/blog/customer-acquisition-retention/