If you're celebrating Independence Day on July 4, have a great holiday.

Today's Driven brings you both timely and evergreen topics:

  • What you need to know about changing B2B buyer behavior and expectations. Your buyers are always changing, and SaaS companies have a hard time keeping up. But the SaaS providers that manage to keep pace have big advantages over the ones that don't.
  • The disappearing art of selling value (and how to revive it). A generation of sellers has come into enterprise sales without mastering one of its most important skills.
  • Brace yourself for massive employee turnover. As many as half of current employees expect to change jobs in the next 12 months. So say several international surveys. Such a huge rotation of employees—if it occurs—will present unprecedented challenges and opportunities for B2B SaaS businesses.
Dave Vranicar at Driven  





Savor your cookies for about 2 more years

Take a deep breath. You have a reprieve from Google.

They've given you about 2 more years to break your cookie habit.

Driven issue 64 (June 5, 2021) reported that Google's popular Chrome browser would no longer support the use of third-party cookies beyond 2021.

Google said they're making the change to protect consumer privacy.

The first Google announcement had some SaaS companies wondering how they would survive the loss. That's because third-party cookies have been useful in targeting and retargeting of online ads often. B2B SaaS companies often use such ads in account-based marketing (ABM) campaigns.

Google's moves carry a lot of weight. That's because they're the biggest channel for online advertising. And their Chrome browser commands almost 64% of the browser market globally.

Chrome's closest browser competitor is Apple's Safari, with about 19% share globally. In the United States, Chrome has about 46% to Safari's 38%.

Google announced last week they will end Chrome's support of third-party cookies in the second half of 2023.

Dave Vranicar at Driven  


That's it for this time.

If you've enjoyed this issue of Driven, please share it with a friend or colleague.

They can subscribe here.

See you next on July 17.


Dave Vranicar

Dave Vranicar at Driven  


Driven is a fortnightly digest for busy revenue leaders in business-to-business (B2B) SaaS.

It's likely to be most useful if your company sells higher-ticket products that require moderate to heavy involvement of professional sellers.

Driven is here to help you:

  • Achieve your revenue goals
  • Overcome your obstacles and challenges
  • Fix expensive problems
  • Be the best version of yourself.

You'll find an online archive of back issues 12 through 43 at this link.

About links, recommendations, and commissions

When I provide links to content from vendors, does it imply a recommendation or endorsement?

Not necessarily. I share links to sources I think you'll find useful or interesting.

If I recommend or endorse a product or service, it's only because I trust it to deliver good value.

If I think something I recommend may not be a good fit for some Driven readers, I'll share my caveats.

I may receive a small commission if you buy something I've recommended. It costs you nothing. If your purchase could earn me a commission, I'll tell you.

Dave Vranicar at Driven