How SaaS Businesses Can Grow Revenue in a Recession

When you think of a storm, you picture thunder and lightning. Torrential rain and ferocious wind. But often, the aftermath of a storm is even more devastating—leaving behind tumultuous seas, weakened trees and dangerous debris.

The pandemic was a storm. But for the tech industry, the post-pandemic era is proving even more perilous.

From mass layoffs to hiring freezes, budget cuts to general cutbacks, it’s no secret big tech is reeling right now. An economist could explain the many complex underlying reasons for this turn of events. The Fed’s fight against inflation. The effects of the resulting sky-high interest rates on growth valuations.

And that’s all valid, but the simpler truth is: The post-pandemic era has been weird.

Defying the predictions of C-suites around the world, digitization didn’t accelerate past the pandemic. Instead, the past year has seen a leveling out. Whether it’s a downturn, slump or pending recession, there’s no question the SaaS market has changed, forcing companies to reassess their best laid plans.

But while the tech industry is recalibrating, the U.S. economy is rallying and there’s still sustainable growth to be had. The key word here: Sustainable. Gone is the era of mythical unicorns and growth at all costs. In this new era, companies should consider the humble camel as a model for growth; able to adapt, survive and thrive in even the harshest climates.

In other words, it’s time to take a good hard look at reality and balance growth with profitability. But don’t confuse realism with playing it safe. We’d argue, it’s more important than ever to make smart, calculated bets on growth. In fact, for the forward-thinkers and the zig-zaggers, the ambitious marketers and the visionary creatives, the present moment is full of opportunity.

As Sam Jacobs, CEO at Pavilion, put it, “If you’ve got some moxy, if you’ve got some interesting marketing ideas, now is a time you can build a powerful and authentic brand that zigs while your competition zags.

When you think of a storm, you picture thunder and lightning. Torrential rain and ferocious wind. But often, the aftermath of a storm is even more devastating—leaving behind tumultuous seas, weakened trees and dangerous debris.

The pandemic was a storm. But for the tech industry, the post-pandemic era is proving even more perilous.

From mass layoffs to hiring freezes, budget cuts to general cutbacks, it’s no secret big tech is reeling right now. An economist could explain the many complex underlying reasons for this turn of events. The Fed’s fight against inflation. The effects of the resulting sky-high interest rates on growth valuations.

And that’s all valid, but the simpler truth is: The post-pandemic era has been weird.

Defying the predictions of C-suites around the world, digitization didn’t accelerate past the pandemic. Instead, the past year has seen a leveling out. Whether it’s a downturn, slump or pending recession, there’s no question the SaaS market has changed, forcing companies to reassess their best laid plans.

Wow

But while the tech industry is recalibrating, the U.S. economy is rallying and there’s still sustainable growth to be had. The key word here: Sustainable. Gone is the era of mythical unicorns and growth at all costs. In this new era, companies should consider the humble camel as a model for growth; able to adapt, survive and thrive in even the harshest climates.

In other words, it’s time to take a good hard look at reality and balance growth with profitability. But don’t confuse realism with playing it safe. We’d argue, it’s more important than ever to make smart, calculated bets on growth. In fact, for the forward-thinkers and the zig-zaggers, the ambitious marketers and the visionary creatives, the present moment is full of opportunity.

As Sam Jacobs, CEO at Pavilion, put it, “If you’ve got some moxy, if you’ve got some interesting marketing ideas, now is a time you can build a powerful and authentic brand that zigs while your competition zags.

When you think of a storm, you picture thunder and lightning. Torrential rain and ferocious wind. But often, the aftermath of a storm is even more devastating—leaving behind tumultuous seas, weakened trees and dangerous debris.

The pandemic was a storm. But for the tech industry, the post-pandemic era is proving even more perilous.

From mass layoffs to hiring freezes, budget cuts to general cutbacks, it’s no secret big tech is reeling right now. An economist could explain the many complex underlying reasons for this turn of events. The Fed’s fight against inflation. The effects of the resulting sky-high interest rates on growth valuations.

And that’s all valid, but the simpler truth is: The post-pandemic era has been weird.

Defying the predictions of C-suites around the world, digitization didn’t accelerate past the pandemic. Instead, the past year has seen a leveling out. Whether it’s a downturn, slump or pending recession, there’s no question the SaaS market has changed, forcing companies to reassess their best laid plans.

But while the tech industry is recalibrating, the U.S. economy is rallying and there’s still sustainable growth to be had. The key word here: Sustainable. Gone is the era of mythical unicorns and growth at all costs. In this new era, companies should consider the humble camel as a model for growth; able to adapt, survive and thrive in even the harshest climates.

In other words, it’s time to take a good hard look at reality and balance growth with profitability. But don’t confuse realism with playing it safe. We’d argue, it’s more important than ever to make smart, calculated bets on growth. In fact, for the forward-thinkers and the zig-zaggers, the ambitious marketers and the visionary creatives, the present moment is full of opportunity.

As Sam Jacobs, CEO at Pavilion, put it, “If you’ve got some moxy, if you’ve got some interesting marketing ideas, now is a time you can build a powerful and authentic brand that zigs while your competition zags.