We sat down with Asia Matos Orangio (early-stage startup growth expert and founder of DemandMaven) to chat about a pretty tough topic: changing course when business is not going according to plan.
So many SaaS companies are reevaluating their approach to growth right now — whether that's exploring a freemium model for the first time, or layering a new offering on top of their existing product, or shifting how they define their target market. But creating change within an organization is hard when you're up against multiple stakeholders, competing priorities, and uncertainty in the market.
In this interview, Asia shares a behind-the-scenes look at how she recently helped guide a SaaS company through a significant, strategic shift.
We discuss...
- How Asia gathered critical customer insight...after almost all website traffic and new trials dried up nearly overnight.
- How she communicated what she learned from customers to the founding team.
- How the change in company direction was successfully communicated internally to the rest of the company, so that everyone was on board and excited.
Whether you're attempting to lead a big shift in growth strategy as a SaaS founder, an internal team lead, or as a consultant, you won't want to miss this candid discussion.