Thanks for agreeing to complete the 2021 cycle of our SaaS marketing survey

Marketing has been identified as a critical element in the go-to-market puzzle and an area Kiwi SaaS companies typically struggle with. The goal of the survey is to create some serious marketing benchmarks for Kiwi SaaS companies against local and global best practice 

It should only take five minutes to complete and is entirely anonymous. When answering questions with a slider choose the position closest to where you think your company sits - it may not be a perfect fit but should be indicative.

If you'd like to receive the results of the survey or talk to us some more, you will have the opportunity to add your details at the end. 

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* 1. How would you describe your flavour of SaaS?

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* 2. What best describes the stage your business is at?

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* 3. How is your business funded? (This can make a big difference to your marketing approach).

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* 4. Is your Annual Recurring Revenue under or over NZD$1 million?

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* 5. What is your role?

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* 6. Which markets are you focused on? Select from "totally global" to individual target markets - check all that apply.

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* 7. How well aligned are your marketing activities with your company strategy? (On a scale of 1 - 6 select the position that is closest to your experience).

Our company strategy itself isn't clear and our marketing activities are scattergun. In perfect synch; company strategic decisions are made in consultation with our marketing lead.
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i We adjusted the number you entered based on the slider’s scale.

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* 8. How well do you understand your target customer?

We're still trying to figure out who our target customer really is. Intimately. We know exactly who they are, where they are and how to engage with them
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i We adjusted the number you entered based on the slider’s scale.

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* 9. How well do you know your numbers? (Customer acquisition cost,  lead conversion, churn, cash payback).

We don’t. We need to get a handle on our KPIs, but don’t know where to start. We have a comprehensive KPI dashboard that’s updated weekly. Our business is run by the insights we derive from them.
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i We adjusted the number you entered based on the slider’s scale.

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* 10. How well defined are your marketing fundamentals such as your purpose, vision, values, brand guide, customer journey etc?

Not much, if anything written down - we’re essentially making it up as we go along. Everyone in the business knows who we are selling to and the experience they should go through.
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i We adjusted the number you entered based on the slider’s scale.

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* 11. How effective is your customer acquisition engine?

It’s a bit hopeless; we jump from one thing to the next and don’t learn as we go. We are spraying and praying - it’s really not working. We've a well-oiled acquisition machine that turns over customers at the right cost. We know what works, what doesn’t and why.
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i We adjusted the number you entered based on the slider’s scale.

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* 12. How mature is your product marketing practice? (includes things like value proposition, product roadmap, competitive understanding etc.)

We make it up as we go along, chasing deals and shaping the roadmap/product on what we think customers want. We listen deeply to what our customers and the market want, staying in  synch with well defined roadmap and processes.
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i We adjusted the number you entered based on the slider’s scale.

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* 13. Do you have the right people, systems and processes in place?

No one is really responsible for marketing - there's no clear plan or budget and our systems and data are all over the place. Marketing responsibilities are well defined and managed with a clear plan, budget and reporting, with solid systems in place.
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i We adjusted the number you entered based on the slider’s scale.

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* 14. How effective do you think your website is as the front door to your business?

I’d like to change just about everything on it. I’m not sure it’s helping us at all. It’s not optimised and I can’t tell you how well it ranks in Google Search. Near perfect; it tells the right story, converts customers efficiently and effectively. It ranks page one in Google Search against our key words.
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i We adjusted the number you entered based on the slider’s scale.

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* 15. How well do you look after and nurture your customers after you’ve won them?

We don’t. We hope they stay, but we really don’t do anything to keep them or understand why they leave. We have a programme to stay in touch, that keeps them informed, spending more and advocating for us.
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i We adjusted the number you entered based on the slider’s scale.

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* 16. How would you describe your marketing tech stack?

We use a free CRM and Google Analytics. What else do we need? We have a fully integrated tech stack, providing a 360 degree view of our customer across all channels, from first touchpoint to product usage.
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i We adjusted the number you entered based on the slider’s scale.

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* 17. Please leave your contact information if you'd like to receive a copy of the survey results.

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* 18. And/or if you would like to talk to us about your marketing capability or experiences more, add in your company name and phone number.

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