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• 21 years of experience in both private and public companies building out new markets and business models for enterprise middleware companies
• Chris has held various senior executive level positions across marketing, product management, strategy, and alliances functions.
Chris Purpura, VP and GM of CloudHub, MuleSoft
All contents Copyright © 2013, MuleSoft Inc.
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MuleSoft:
•150K+ developer community
•100+ Anypoint™ Connectors
•3500+ global deployments on premises
•10,000+ cloud deployments
•35% of the Global 500
•5 of the top 10 banks
A Unique Perspective on the New Enterprise
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Key Trends Impacting the Enterprise
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Increased Adoption
Enabling technology
SaaS Mobile Cloud APIs
(You guys)
Enterprise
SaaS vendors and Corporate IT, a new detente?
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The conditions for détente are already here:
SOURCE: Forrester Research’s Forrsights Software Survey, Q4 2012
SaaS vendors and Corporate IT, a new detente?
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Within 3- 5 years, CIOs aspire to spend their time:
SOURCE: 2013 State of the CIO Survey, CIO Magazine
Data + SaaS + Mobile = Competitive Advantage
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Respond to cloud, SaaS adoption, mobile, line of
business demands
Select strategic technology purchases to differentiate business
to customers & drive innovation
2011 2012 2013
IT focus is shifting from internal to external customers
Integration = pain for Enterprise
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Create every connection•Learn the application•Map and transform data•Code integration logic•Add security, control and error handling•Test and debug
Create every connection•Learn the application•Map and transform data•Code integration logic•Add security, control and error handling•Test and debug
Ongoing pain•Not Supportable•Flexibility of SaaS unrealized•Lack of real connectivity = can solutions
Ongoing pain•Not Supportable•Flexibility of SaaS unrealized•Lack of real connectivity = can solutions
Integration = pain for SaaS vendors
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YourApplication
Point to point tools•Separate tools for separate integration use cases•Restrictive licensing and/or fees for use•Little visibility or ability troubleshoot internally
Point to point tools•Separate tools for separate integration use cases•Restrictive licensing and/or fees for use•Little visibility or ability troubleshoot internally
Custom coding•Requires in house talent and application expertise•Little repeatability•No visibility or ability to troubleshoot issues•Higher support costs
Custom coding•Requires in house talent and application expertise•Little repeatability•No visibility or ability to troubleshoot issues•Higher support costs
2012 SaaS Integration Survey:Demographics
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•92% Business primarily sell to other businesses (B2B)•Diverse size/stage of company•Balanced across many application segments•Balanced across job functions•More heavily weighted by executive decision makers
2012 SaaS Integration Survey Key findings. MuleSoft survey done in conjunction with THINKstrategies .
Survey Results:Integration is a top barrier to SaaS Adoption
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MuleSoft – a platform based approach to integration
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YourApplication
Advantages of CloudHub Platform•Integrate anything, anywhere•Native app user experience •Single instance/multi-tenant platform•Scalable multi-tenant support
Advantages of CloudHub Platform•Integrate anything, anywhere•Native app user experience •Single instance/multi-tenant platform•Scalable multi-tenant support
Advantages of MuleSoft Partnership•Integration aligned to your GTM•Flexible packaging into your app•Leverage MuleSoft ecosystem•Customer stickiness “built in”
Advantages of MuleSoft Partnership•Integration aligned to your GTM•Flexible packaging into your app•Leverage MuleSoft ecosystem•Customer stickiness “built in”
Recommended Readings
Running a SaaS business? (Forbes.com, J.J. Colao)
Bessemer’s 10 Laws of being ‘SaaSy’ (SlideShare)
18All contents Copyright © 2013, MuleSoft Inc.
Integration & Valuation
Why Address Integration Now?
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A structured approach to integration has major impacts on key SaaS
business metrics
All contents Copyright © 2013, MuleSoft Inc.
Public SaaS valuations
All contents Copyright © 2012, MuleSoft Inc.
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Source: Bloomberg, Goldman Sachs, October 2012
What drives SaaS Valuations?
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Source: Goldman Sachs Investment Bank
SaaS EV as multiple of Revenue2X – 15X
Key Valuation Drivers
All contents Copyright © 2012, MuleSoft Inc.
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Source: Goldman Sachs
• Incremental 2% increase = 20% higher multiple
• Incremental 2% increase = 28% higher multiple
• Customer Retention
• Upsell/ Add-ons
• Billings Growth
• Customer Acquisition Costs (CAC)
• Total Available Market (TAM)
• S&M Investment & Efficiency
• Highly sensitive to Churn/Upsell
• Bigger is better
• Incremental 20% increase = 2% lower multiple
• Drives CAC
Impact of Packaged “App” Integrations
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Metric Baseline With Integration
Billion $ or Million User Markets with clear ‘entry points’
Renewals + Add-Ons should be >100%
Total Available Market
Customer Retention
CAC Ratio
Live MRR + New/Add-On – Churn = CMRRCMRR
Provides Clear Expansion Points
Integration = Stickiness
Add-On’s increase CMRRNo impact on S&M Spend
Creates Add-on SKU Reduces churn
Measured by Time to Live, Customer Support
Customer Satisfaction
Faster TTL (Land) With Upsell Options (Expand)
3 Ways To Increase Your Company Valuation
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Packaged SaaS Integration Impact to Valuation
1 Provide integration as an add-on to your service
Increase your MRRIncrease your multiple
2 Reallocate internal resources to core application
Decrease your CACIncrease your multiple
3 Standardize services on an integration platform
Accelerate time to live, reduce customer churnIncrease your multiple
MuleSoft: Approved by IT Buyers
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YourApplication
3,500+ on premise & 10,000+ cloud global deployments •SaaS Integration•Enterprise Integration•SOA Architecture•Legacy System modernization
3,500+ on premise & 10,000+ cloud global deployments •SaaS Integration•Enterprise Integration•SOA Architecture•Legacy System modernization
Questions?
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Give us feedback on this webinar:Use the “Feedback” button above
Next Steps
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Contact Us for KPI CalculatorContact Us for KPI Calculator
Download SaaS Integration SurveyDownload SaaS
Integration Survey
[email protected]/cloudhub