One of the most consistent things about Revenium's enterprise customers is that their businesses are built on the foundation of sales-led growth (as opposed to product-led growth). This means that they sell & grow their products through the efforts of a senior outside sales team and grow revenue through add-on orders for those products. They typically sell access to their varied products and services via large annual or multi-year contracts and have a small number of large customers as opposed to large numbers of small customers.
Perhaps not surprisingly, many of these customers are curious about using newly developed APIs to add a self-service sales model to their product portfolio. Initially, this line of thinking can be quite jarring for enterprise product teams as they begin to get overwhelmed with trying to solve high-volume customer onboarding, support, product marketing, small-dollar invoicing, and many other problems from the Enterprise customer world that seem overwhelming to scale up to large numbers of small customers.
Although solving each of those challenges is not the focus of this article, we did discuss this in detail with one of our life sciences customers during the apidays conference: How to tackle the most common startup challenges when launching API products as an Enterprise. Not coincidentally, their API marketplace is a great example of an Enterprise using API products to introduce a new self-service sales channel to their customers.
š”One of the great things about API-first products is that they lend themselves incredibly well to a self-service customer acquisition model.
With a well-curated development portal, a well-planned SEO/marketing strategy, and proper API design & documentation, motivated developers can find and adopt your API products without the extended theatrics (NDAs, sales calls, free trial applications, pre-sales scoping calls, etc. etc. etc.) that typically accompany enterprise sales cycles.
Moreover, developers are quite accustomed to self-service API product adoption. They expect to be able to read your documentation and implement a solution on their own, so providing self-service sales models directly aligns to customer expectations.
If all of this perhaps sounds too easy to be true so far, there are some important considerations to get right when launching a self-service API product.
Depending on your situation, you may not need all of these capabilities in place on day one (we discuss the āquick startā method in this article). With that said, most items on the list above are common best practices with all monetized digital products.
š° While you can solve all of the problems in the list above on your own with enough time & preparation, it will likely become clear that the build vs. buy math is strongly slanted in favor of ābuyā for most enterprises considering this list of requirements.
The most common benefits Enterprises realize from the implementation of an API-only product & self-service sales motion are listed below: