During the pandemic, SaaS enterprises cashed in on exploding customer numbers and profitability trends – as more technology users moved to the “work from home” model.
But this is no longer a certainty.

Every day, we hear of growing economic uncertainties, worker layoffs, and a global recession in 2023. In these times, SaaS companies are finding it tough to increase their sales and conversions. VCs are also asking uncomfortable questions about market traction and customer churn.

According to McKinsey, sales and marketing expenses in SaaS companies account for 50% of their costs. And no wonder. Sales and marketing teams in SaaS startups need to generate high-quality leads before converting them into loyal customers.

Despite the availability of an array of Sales and CRM tools, SaaS companies need a lot more to implement an effective sales process that can ensure business growth that is sustainable in the long run. They must focus on high-quality data to drive their decision-making process. This seems to be the only way to drive up customer acquisition and shore up customer retention and engagement.

How To Use Actionable Data in SaaS Sales and Marketing

SaaS sales and marketing are now increasingly being driven by data. Data-driven actionable insights are transforming multiple business areas like sales, marketing, customer service, and product development. Besides, companies are leveraging data to understand how customers interact with their brand – and to improve customer experience (CX).

In the SaaS segment, sales teams need access to the following types of data:

  • Product data – including how many consumers are using the product, their usage patterns, and their satisfaction levels.
  • Customer data – including their demographic information, sales channels that they used, and the products that they most purchased.
  • Marketing campaign data – including tracking performance metrics like click-through or conversion rate.
  • Competitor data – including details of competitor products and their business strategies.

Effectively, sales teams in SaaS companies can use data insights to drive intelligent decisions in marketing areas like:

  • Customer prospecting
  • Email campaigns
  • Lead generation
  • Customer segmentation

Using data analytics and visualization, SaaS companies can now track sales-specific metrics or KPIs, including the following ones:

  • Total sales revenue
  • Total sales based on a selected period
  • Sales by a lead source (or sales channel)
  • Generated revenue per sale
  • Product-wise revenue
  • Revenue generated from new and existing customers
  • Average customer lifetime value (or CLV)

Next, let’s discuss how data visualization can boost SaaS sales and marketing.

How To Use Actionable Data in SaaS Sales and Marketing

Every SaaS business can leverage its marketing strategies to gain a competitive advantage and boost its sales revenues. They are simply not able to do so because of a lack of effective data analytics and visualization tools.

As SaaS companies generate more data, their sales teams can easily leverage visualization tools to make sense of this massive data volume. With graphical representation, visualization enables business users and other stakeholders to understand and interpret complex datasets.

Here are some of the advantages of data visualization in the SaaS sales process:

1. Analyze Data Patterns

With data visualization, sales & marketing teams can spot sales trends and patterns, thus opening the doors to new sales opportunities. Further, by tracking the right customer metrics, they can understand any change in customer behavior or market trends.

2. Respond Quickly to Unexpected Events

With greater clarity and understanding, data visualization enables sales leaders to respond quickly to unexpected events. The sales team can align the marketing teams to work towards shared goals and business outcomes.

3. Improve Sales Reporting

Thanks to intuitive dashboards, data visualization tools can also generate customized reports representing real-time sales data. With capabilities like drill-downs and dynamic filtering, these sales reports can provide a deeper understanding of current trends and markets.

4. Enable Business Intelligence (BI)

Efficient data visualization also equips the sales team with BI functionality. Sales teams can now represent business metrics and KPIs in a more interactive form of data-based storytelling. Using BI reporting, sales teams can ingest sales data more easily for deeper insights and context.

How can Ellicium help sales teams with its data visualization service? Let’s discuss that next.

How Ellicium can Help with Managed Services

At Ellicium, we understand the business importance of visual data representation.
Through effective data reporting and dashboards, Ellicium can help convert your sales data into actionable insights for decision-making.

Here are some of our data visualization capabilities:

  • Visual analytics and reporting
  • 24/7 asset monitoring
  • Real-time data insights
  • Interactive dashboards
  • Business intelligence (BI)

With technical expertise in data tools such as Power BI, Tableau, MicroStrategy and Qlik, the Ellicium team can implement customized visualization solutions that can drive powerful sales decisions for your SaaS enterprise.

Here is a customer success story of how we implemented business intelligence for a leading consumer product company.


In the competitive SaaS market, companies can overcome the tough economic environment through actionable insights. By utilizing sales insights in real-time, sales and marketing teams can pinpoint fresh sales prospects and enhance the effectiveness of their marketing efforts. To that end, data visualization is an essential asset for sales and marketing teams to ensure better decision-making abilities.

At Ellicium Solutions, we deliver to our customers the power of data visualization and business intelligence. Let us guide you through the best practices in data visualization & reporting to transform your sales outcomes.Contact us today.