As technology suppliers, once we’ve landed the customer, our next goal is to get them up and running on our platform and successfully using our solution. With today’s changing business models, they may not be buying an asset up front, but instead might only be paying a little through a subscription, or a “freemium” model where they haven’t paid anything at all yet and are still in the “try before you buy” phase of their purchasing journey. Still, our goal remains the same: we need to get them to adopt and to actually use the technology. Why? We want to get them to expand their spending with us and ultimately get them to renew their contracts.
At TSIA, we refer to this process as the LAER Model: Land, Adopt, Expand, Renew. So, how do we get those customers to that first critical milestone of adoption that unlocks expansion and renewal? To illustrate that, we need to first talk about three types of customers we all recognize, originally introduced by Thomas Lah, TSIA's executive director, in his keynote presentation, "The Who, What, Why and How of Driving Adoption and Outcomes".