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Unlocking the Potential of Value Realization for SMB Customers

January 11, 2023
January 10, 2023
January 10, 2023

Value realization is a crucial step for any business, as it helps to ensure that customers are getting the most out of their purchase and understand how their product or service can help them reach their goals.

Value realization can be particularly tricky for SaaS companies and their SMB customers due to limited resources, lack of understanding of product benefits, poor communication, and inadequate support.

In this post, we will discuss the challenges that SaaS companies face when trying to achieve value realization with SMB customers and strategies for overcoming those challenges.

We will also look at how success in value realization should be measured.

You will learn how, by using customer success metrics such as retention rates and customer satisfaction scores, SaaS companies can ensure they provide real value to SMB customers and help them realize their full potential.

Ready? Let's jump in.

Challenges in Achieving Value Realization for SMB Customers

Small and medium-sized businesses (SMBs) often face unique challenges when it comes value realization for their digital investments.

The lack of resources, understanding of product benefits, poor communication, and inadequate support can all be major roadblocks that prevent SMBs from achieving the desired business outcomes from their digital transformation initiatives.

1. Lack of Resources

Many SMBs have limited resources and staff that are stretched thin with day-to-day responsibilities.

This makes it difficult for them to invest time in researching solutions or learning about new products and services.

Without dedicated resources for product adoption and change management, an SMB may find it difficult to take advantage of the full suite of features offered by a given product or service.

2. Lack of Understanding of Product Benefits

Another challenge is that SMBs may not understand the full benefits of using a product or service.

They may simply look at the price tag and decide without considering how to use the product to bring additional value to their organization.

To address this issue, companies need to provide customers with comprehensive access points that explain why a particular solution is right for them and how it will help them achieve their business goals.

3. Poor Communication

Communication between buyers and sellers is key to ensuring successful value realization.

If there's too much back-and-forth between parties, customers may get frustrated and give up on understanding the solution's capabilities.

Companies should strive to maintain open lines of communication with customers so that they have an easy way to ask questions and get immediate answers about their solutions.

4. Inadequate Support

Finally, inadequate customer support can be another barrier when it comes to realizing value from a solution or service. Customers need timely responses if they have any issues or questions regarding the implementation process or feature usage. Without adequate customer support, customers won't feel comfortable enough to fully utilize all aspects of their purchase, which means they won't realize their full potential either.  

The challenges mentioned above can hinder small and medium-sized businesses from realizing the true value of their investments in digital transformation initiatives.

In the next section, we'll highlight the strategies SaaS companies can leverage to ensure their SMB customers are realizing the true value of their investments.

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Strategies for Overcoming Value Realization Challenges

When it comes to helping SMB customers realize the value of their investment in a product, SaaS companies have to take a multi-faceted approach.

By educating customers on product benefits, improving communication, and increasing support, these companies can work towards overcoming the challenges that may prevent customers from realizing the full value of their purchase.

1. Educate Customers

The first step in helping SMB customers realize the value of their purchase is to educate them on product benefits and features. This can be done by providing quality, easily accessible resources such as webinars or instructional videos. Additionally, product benefits should be explained in terms that relate to the customer’s situation and business goals.

By taking this approach, SaaS companies can ensure that customers understand how a product or service will help them achieve success.

2. Improve Communication

For SMB customers to fully understand the value they are getting from an offering, they need to communicate clearly with the provider. To facilitate this process, SaaS companies should establish a clear communication strategy that outlines expectations for both parties. Utilizing multiple channels such as email, phone calls, webinars, and social media can also help create better engagement between buyers and providers.

3. Increase Support

Lastly, SaaS companies should strive to increase support personnel availability and improve the quality of support staff members provide. By having more personnel available during peak hours or implementing automated processes where possible, customer queries can be answered more quickly and efficiently. Furthermore, if staff members are knowledgeable about a product or service, they can provide better advice when addressing customer issues or questions.

Overall when it comes to helping SMB customers realize the full value of their purchases, SaaS companies need a comprehensive strategy that involves educating customers on product benefits; improving communication, and increasing support personnel availability and quality of support provided by staff members.

With these strategies in place, SaaS companies can ensure that their SMB customers are fully aware of how their products or services will benefit them organizationally — ultimately leading to increased customer satisfaction and long-term retention rates.

Maximizing Value Realization with Parative

Value realization is a critical aspect of any business, but it can be a significant challenge for companies that struggle to understand and meet the needs of their customers. Whether it's due to pricing or value gaps, many companies find themselves losing business, especially in their <$50k customer segment. This can be a major setback, but it doesn't have to be. With Parative, companies can achieve greater value realization and keep their customers happy.

What is Parative?

Parative is a revenue scoring engine that uses machine learning to predict a customer's likelihood to buy more or churn by analyzing customer data from various sources. It helps companies to understand customer holistically by monitoring customer behavior, usage, intent, contract consumption, feedback, and market conditions. This allows companies to identify key revenue signals that indicate a customer's readiness to buy more or churn.

How Parative helps with Value Realization

Parative allows companies to identify and address pricing and value realization gaps by analyzing customer data in real-time. This information can be used to score each customer's outcome readiness and trigger automated actions to increase revenue opportunities.

For example, by analyzing customer feedback, Parative can help identify customer needs that are blocking renewals.

Once identified, this data can be used to trigger automated workflows to address those needs and increase the chances of customer renewal.

With Parative, companies can also segment their customers based on all the data gathered across systems. This allows them to target important users, such as admins, direct managers, or key buying roles from the CRM, and tailor their value realization efforts to specific segments.

Another key benefit of Parative is its ability to connect to any customer data source, including CRMs, CSPs, marketing automation systems, contract data, usage/behavior data, feedback data, and market data. This allows companies to gain a complete and unified view of their customers, which is essential for understanding their needs and addressing value realization gaps.

Additionally, Parative delivers the relevant context to streamline outreach by alerting reps in Slack or email, and also includes score context in the CRM. This helps to ensure that the right message is delivered to the right customer at the right time, increasing the chances of successful value realization.

Overall, Parative is an effective solution for companies looking to improve their value realization efforts. It provides the data, insights, and automation needed to identify and address pricing and value gaps, increase customer retention, and drive revenue growth. With Parative, companies can achieve greater value realization and keep their customers happy.

Measuring the Success of Value Realization

The success of any value realization strategy can be measured by tracking various customer-related KPIs and metrics. These will vary from company to company, but some key indicators that should be tracked include customer churn, customer satisfaction, and business outcomes.

Customer Churn

One of the most important metrics to track is customer churn. Customer churn rate (or attrition rate) measures how many customers have left or stopped subscribing to your product or service over a given period. This metric can help you understand what’s driving customer dissatisfaction and whether your efforts to improve value realization are working.

Customer Satisfaction

In addition to tracking churn, measuring customer satisfaction is important.

Customer satisfaction surveys, such as a CSAT, provide valuable feedback on how satisfied customers are with their experience when using your product or service, as well as their overall level of engagement with the product or service.

This can help you identify areas where you need to focus more resources and attention for customers to realize the full value of your offering.

Business Outcomes

Finally, measuring business outcomes is a great way to determine if your customers successfully realize value from using your product or service.

Business outcomes can range from increased revenue and cost savings, improved employee productivity and efficiency, better customer experience, and more, depending on your product or service.

Tracking these types of metrics can provide an “after-the-fact” analysis that allows you to see how successful your efforts at value realization have been and make any necessary adjustments going forward.

Continuous Improvement

In addition to tracking KPIs and metrics related to value realization success, it’s also important to continually monitor customer feedback and adjust strategies accordingly to maintain successful levels of value realization over time.

Continuous improvement through ongoing monitoring, analysis, and adjustments will ensure that companies remain competitive in their markets by meeting the needs of their customers while providing maximum value for them as well.


In conclusion, achieving value realization for SMB customers is an important part of any SaaS company's business objectives.

Companies should focus on educating customers about the benefits and features of their product or service, improving communication via press releases and relevant adverts, and increasing the support they provide to ensure maximum value is achieved.

By measuring the success of value realization using appropriate metrics, companies can ensure that their efforts are successful in helping their customers reach their desired outcomes.

With the right strategies in place and senior executives leading the charge, businesses can maximize customer engagement and increase profitability.

To achieve this, companies can leverage Parative's Revenue Scoring Engine to help predict customer likelihood to buy more or churn by monitoring customer behavior, usage, intent, contract consumption, feedback, and market conditions and automating action in other tools when scoring indicates opportunity.

Using Parative, companies can identify revenue opportunities wherever they may be hidden and increase efficiency by unifying customer data across different sources. Today's first step in maximizing customer engagement and profitability is utilizing Parative's powerful revenue scoring capabilities.

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Mark Lerner

Head of Marketing @ Parative, the Customer Behavior Platform. SaaS enthusiast, B2B Marketing Specialist, Startup Survivalist. Dad x2.

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