Leveraging sales feedback to optimize solution development in a SaaS company
Sanwal, Mohit (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202503275133
https://urn.fi/URN:NBN:fi:amk-202503275133
Tiivistelmä
Sales feedback play a critical role in defining the design needs for the solution and products to be developed. This feedback usually consists of information and knowledge directly obtained from customers comprising of their business needs, market trend and competitor offerings. This thesis explores the role of feedback loop in solution development process under the lean principles and incorporating the elements of product market fit (PMF) and knowledge management (KM).
The lean principles of solution development is based on Ries's build measure learn (BML) loop which is extended by including knowledge from external sources such as customer knowledge. The cyclic stages of KM ensure an efficient flow of information between the different phases. The measurement phase is intended to not just validate in-house parameters but from the aspect of achieving a market fit.
Through a deep dive in literature review and case study findings of a Finnish SaaS company, this research reveals the primary challenges faced in a feedback loop and proposes an integrative framework that address those challenges and ensure the sales feedback can be captured, analyzed and implemented at scale. The findings also reveal the type of knowledge from customer can have different levels of impact on the solution design. Furthermore, the empirical findings also give rise to the fundamental components of the feedback loop in the context of solution development for a software company. Overall, this study reveals the critical need to have a structured feedback loop and lays out its consequences when there isn’t one.
The lean principles of solution development is based on Ries's build measure learn (BML) loop which is extended by including knowledge from external sources such as customer knowledge. The cyclic stages of KM ensure an efficient flow of information between the different phases. The measurement phase is intended to not just validate in-house parameters but from the aspect of achieving a market fit.
Through a deep dive in literature review and case study findings of a Finnish SaaS company, this research reveals the primary challenges faced in a feedback loop and proposes an integrative framework that address those challenges and ensure the sales feedback can be captured, analyzed and implemented at scale. The findings also reveal the type of knowledge from customer can have different levels of impact on the solution design. Furthermore, the empirical findings also give rise to the fundamental components of the feedback loop in the context of solution development for a software company. Overall, this study reveals the critical need to have a structured feedback loop and lays out its consequences when there isn’t one.