In the world of B2B SaaS, companies exist to organize people to solve meaningful problems for other companies with the help of purpose-built software. However, it’s important to understand that even the best software won’t unlock value by itself. To truly make an impact, consider the following:

• Customers need to be educated on why your software is the best tool to help them solve their problem (sales & marketing).
• Customers need to be onboarded into your tool, trained on how to get the most out of it, and shown how others have achieved the success they’re looking for (customer success).
• Software needs to be adapted to the changing needs of your customers as their problems evolve over time (product & engineering).
• And when your software breaks, someone will need to be there to fix it and get your customers back on track (support).

Every person in your organization has a role to fill in unlocking the best possible outcomes for your customers. This is what we mean when we say that the success of our customers is everybody’s job.

The problem is, you can’t really live out this ethos in today’s tools. Only a privileged few within the company typically have access to the CRM, which only tells part of the story—typically the very beginning of the relationship. The rest of the story is locked away in spreadsheets, product analytics, support, emails, slacks, and a myriad of other tools. Nobody in the business has the full story of who the customer is and what they are trying to achieve.

So if we truly want to organize our people to solve meaningful problems for other companies, we need tooling that allows our people to organize themselves around our customer’s problems. Not just SOME of our people…but the entire organization.

• It’s no longer enough to “generate leads” if they don’t convert into customers that get enough value from your product to stick around for a long time.
• It’s no longer enough to “hit sales quota” if we can’t onboard and set our customers up for success.
• It’s no longer enough to accept a certain amount of churn as a “cost of doing business.”

To do this right with today’s tools requires the ability to stitch together 20 different tools across the customer lifecycle. Or build something bespoke leveraging a (really expensive) platform like Salesforce, and pay the astronomical per seat ransom on your data to make it accessible to everyone in the business.
Today’s tools are designed to hold your data hostage. And it’s impossible to effectively organize our people if we can’t organize our data.

That’s why we’ve built CustomerOS from a radically different foundation:

• Unshackle our customer data
• Organize it, tell the customer story, and make it available to everyone in the business
• Allow teams to organize around the data to solve customer problems

It’s time we get back to basics. By focusing on organizing people to solve meaningful problems, B2B SaaS companies can create real value for their customers and drive long-term success for their own businesses.