As I transition into a new sector after seven years in SaaS and Martech, I want to share an observation that has defined much of my experience: the pervasive issue of shortermism.
This inevitable and relentless focus on short-term results comes at the expense of long-term brand success and it’s a trend that has been difficult to shake in SaaS marketing, at least until now.
Despite rising discussions here on LinkedIn about the benefits of a two-velocity marketing model, where both short-term and long-term marketing strategies are balanced, many SaaS companies still fall short in implementation.
So why does shortermism persist, even with a decade’s worth of educational resources, starting from the (hopefully) known ‘How Brands Grow’, and widely available evidence supporting a more balanced approach?
Here are what I think are the three key reasons:
1. Investor Pressure: Investors typically expect rapid returns on investment, pushing companies to prioritize immediate wins over sustainable growth. This pressure results in an emphasis on short-term metrics that demonstrate quick progress, often at the expense of strategic, long-term marketing initiatives.
2. C-Suite and Management Demands: Exec are typically uneducated in marketing and driven by the need to show fast results to satisfy stakeholders and secure further funding. This creates a culture where weekly or even daily marketing performance figures are the norm, further reinforcing a short-term focus. Long-term brand-building efforts are neglected, even when individual marketers understand and recognise their importance. They are, in essence, constrained by top-down demands.
3. Lack of Marketing & Branding Education: many SaaS marketers come from “digital” and “growth” backgrounds where short-term, immediate, measurable outcomes are prioritised over strategic branding efforts. There is often a significant gap in understanding how long-term branding impacts brand growth.
This combination of pressures makes life challenging for SaaS marketers. However, there are signs of change. I’ve noticed a fresh wind of transformation with companies like ZoomInfo, Optimizely, and Slack, just to mention some of them, adopting a combined long-term and short-term marketing model. These companies recognize that while short-term tactics are crucial, sustainable growth relies heavily on robust branding and long-term strategies.
As we move forward, it’s essential for us marketers to keep advocating for this balanced approach, educating stakeholders, and pushing for strategic initiatives that build lasting brand equity.
A global marketing blog by @giusec