The white paper "Winning in the New Age of SaaS" advocates for a shift in SaaS marketing towards an expansion mindset for sustainable growth. Initially marked by rapid customer acquisition, the industry now faces challenges like rising costs and longer payback periods. To overcome these, the paper suggests focusing on the entire customer journey and recurring revenue. It proposes three principles: leveraging data to lower acquisition costs, accelerating pipeline campaigns, and reallocating budgets to brand and existing customer expansion. By embracing these principles and fostering collaboration, SaaS organizations can navigate challenges and achieve healthy growth in the evolving industry landscape.

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