No matter how innovative a technology may be, it can only succeed if it’s implemented effectively and embraced by users. That’s where change management becomes critical, ensuring SaaS buyers and vendors have the tools and strategies to turn potential into progress.
As the co-founder of Success Chain, a consulting and training company that helps organizations bridge the gap between buying and adopting new technologies, Jason Whitehead is well-versed in change management’s impact on SaaS adoption. For years, he’s guided SaaS buyers and vendors through the complexities of change management so everyone achieves their definition of success.
His insights here shed light on why adoption is critical for SaaS success and how the right approach can lead to stronger relationships, faster results, and sustained value.
What Does Success Look Like?
When people invest in a software solution, they’re most often trying to solve a business problem—whether that’s to cut costs, accelerate revenue, or streamline activities. But success isn’t always measured in these terms.
Many times, people see the success of their new investment in an on-time deployment that’s within budget, and marking off all of the training checkboxes. For me, success is about solving that business problem that’s been defined.
I work to understand the performance metrics (PMs) that matter to buyers and software vendors, and then pinpoint activity metrics (AMs) so they can see whether they’re falling short of reaching those PMs or if they’re on track to grow and advance their business in the way they want.
Bridging the Gap Between SaaS Vendors & Buyers
On the one end, you have SaaS vendors looking for ways to onboard new users more effectively. On the other end, you have buyers who want their new tech to be a success.
We’ve seen both sides of the coin in our work and have experience bridging that gap.
It starts with SaaS vendors. Solution providers need to have the right conversations, at the right time and guide them through the onboarding process with ease. Part of that means providing customers with the materials, training, and support to be successful.
Many buyers, meanwhile, have little experience with change management and user adoption. Considering that 70% of IT projects fail due to change management issues, there’s value in coming up with a structured plan and approach to drive buyer success.
The StartSmart, StaySmart, SaveSmart Framework
Seeing a need to educate buyers on change management and user adoption, our team at SuccessChain provides a comprehensive adoption program, which includes an eLearning program on user adoption. This e-learning course offers foundational knowledge for the supervisors of SaaS users, executives, administrators, and more.
But it’s not just about laying the foundation for success; it’s about sustaining it, too.
SaaS software is constantly evolving, turning learning curves into learning treadmills. As part of our ongoing coaching plans, we make sure users are aware of the system’s new features.
As technology changes, so will the workforce. As people come and go from a business, we help ensure the right processes are followed to keep user adoption and goals on track.
In some cases, businesses may see value in the technology they’re using, but it still hasn’t solved the business problem they set out to solve. We offer this support as well.
Considering the Barriers That Come With New SaaS
A lot of modern software is meant to be used by multiple user groups. Considering the wide user base and the fact that people are naturally resistant to change, pushback can be expected.
The reality is that having direct conversations around this change isn’t always easy. Rather than a sales presentation to get buy-in, we recommend leading with a more empathetic sentiment like, “Expectations are changing.” Talk about how these new tools will lend themselves to shifts in expected performance, how you’ll support users on their journey to learning the new tools, and the implications of not leveraging them.
People ultimately want to succeed at their job. But it’s also important to acknowledge that some barriers to adoption are outside of users’ control.
For instance, you need to make sure users have access to the right data they need to work. How people come to resolve these barriers is just as important as the answers themselves, as it can help you become more aware of processes and better advocate for users.
Keeping the Human Element Top of Mind
The assumption with technology has long been that if we build it, they will come and if we train them, they will use it. But that’s not always the case.
One thing I recommend to SaaS vendors is asking prospective buyers this question: Across your existing portfolio of systems, what percent of value are you getting out of each of those? People will often say 10-15% of the value I could get.
Another question I recommend asking: Tell me about any past experiences you’ve had where you invested in a system and were disappointed. They always have a horror story!
What you’ll often realize is that the issue has less to do with technology and more with how it’s implemented and reinforced.
With the right approach to change management, SaaS vendors and buyers can achieve successful outcomes. What’s more, they can use that same knowledge and framework to repeat this success across all future technologies they purchase.
Thank you for your insights, Jason! Your expertise underscores a fundamental truth: success is about more than just deploying software—it’s about enabling people to drive meaningful change. By prioritizing change management, SaaS vendors and buyers align their goals, overcome adoption barriers, and achieve the business outcomes that matter most.