2022 and 2023 brought new pressure to the software industry that many mature industries have felt for a long time. Here’s our take on what happened and where we go from here.

What happened?

2010–2021 were the years of plenty, with an extra push in the back from COVID
Since growth capital was so cheap, it was easy to get away with mediocre performance
The bar of performance was not high enough
Growth was seen as a metric of success, not profit

Where do we go?

Add discipline to how you run, just do the basics really well
Deliver at a higher standard of execution
When you apply success metrics and business expectations of other industries to many companies in the software industry, software performance is poor
People got more excited about growth than things like CAC, and getting the most out of the customers and funnel they already had
Do your research. Find out where your competitors are lacking quality and invest your efforts in that.

{{marketing}} {{b2b}} {{SaaS}} {{business}}

Get the future of podcasts.