SaaS Pacesetters Target Collaboration
Daniel Davis 270006VHAC firstname.lastname@example.org | | Tags:  social-collaboration social saas_strategy social-business-planning saas social-business-tools social-businees social-biz
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Dan Davis, POV and Messaging Lead, IBM Social Business
It’s interesting how one particular thing keeps coming up in social business stories: purpose. In a recent blog I spoke of the why of going social, of the need for a company to be intentional and purposeful when planning a social business transformation. A company that adopts social technologies or programs for the wrong reasons, or for no reason at all other than it’s what everybody else is doing, won’t see the same level of benefits as the company that sets out with clear and proven goals in mind. This holds true for the cloud and, in particular, the hot topic of the moment: Software as a Service (SaaS).
This sounds intuitive, but it’s also backed up by research. In late 2013 the IBM Center for Applied Insights (CAI) conducted a global study of 879 decision makers at companies that have adopted SaaS. In the results the CAI identified 19 percent of survey respondents as “Pacesetters,” defined as those “who have the highest level of SaaS adoption and are gaining competitive advantage through their broad efforts.”
What was the difference-maker for the Pacesetters that put them in that elite category? Purpose. While respondents from the other two categories, Challengers and Chasers, were mainly motivated by reducing costs, Pacesetters looked to SaaS to boost collaboration.
And they are achieving results. Sixty-one percent of Pacesetters report that SaaS has improved both internal and external collaboration. (This compares to just 37 percent of Challengers and 34 percent of Chasers.) That increased collaboration redounds to improvements in innovation, product time to market and customer experience.
As word spreads of the business results to be realized from not only Saas but cloud and social business in general, more companies will put greater thought and effort behind their SocBiz planning. Until then, the Pacesetters can enjoy their competitive advantage over the rest of the field.