Software – Applications

Fueling the Digital Economy

Empowering Technology Organizations with Cutting-edge Software Solutions

Application software encompasses a diverse range of companies dedicated to delivering functional business applications. These organizations primarily cater to a B2B audience, but many also serve B2C customers or operate within a hybrid model. The offerings within this segment can be categorized into three main areas:

  1. Business Process Automation: This category includes a suite of tools designed to support and enhance business functions across an enterprise. Key solutions in this space feature enterprise resource planning (ERP), customer relationship management (CRM), product lifecycle management (PLM) and a variety of other specialized software.
  2. Business Intelligence: These are procedural software tools that specialize in data mining, performance benchmarking and descriptive analytics. They are instrumental in transforming data into actionable insights, aiding businesses in decision-making processes.
  3. Consumer Applications: A broad set of software solutions aimed at consumer use cases. These applications are designed with the end-user in mind, providing functionality and convenience for a variety of everyday tasks and activities.

Each category within the application software segment is integral to the modern business landscape, offering critical tools and resources that drive efficiency, innovation and competitive advantage.

How We Help

  • Segment TAM & place bets: Being ‘everything to everyone’ is a tempting proposition, but successful application companies make strategic bets about where to focus their commercial efforts. Merging quantitative data science and qualitative market insights, AGI works with clients to make tough decisions in prioritizing marketing and sales focus by segment, product, and geography, maximizing ROI and delivering results
  • Focus on business buyers: World-class SaaS solutions provide wide-ranging value, often impacting multiple business functions through a variety of use cases. In turn, buyers are complex, each with different profiles, expectations and financing capabilities. We work with clients to arm sellers with the insights they need to tactfully target and address different buyers, improving win rates and driving new logo conversion.
  • Optimize the coverage model: Amidst ever-evolving product offerings, use cases, pricing models and buyer profiles, the coverage model can make or break performance. When deployed in alignment with the customer lifecycle and with internal clarity on role-level expectations and rules of engagement, the coverage model can prove to be a strategic advantage. Alexander Group works with clients to design go-to-market models that cover the full range of Identify, Land, Adopt, Expand and Renew, tackling tough questions like single account ownership vs. a bifurcated hunter-farmer model, the usage of overlay specialist roles, and clarify renewal and expansion responsibility.
  • Prioritize adoption: XaaS has flooded the market, making it common for a single company to spend on upwards of 50 applications in a given year. As financial pressures mount on companies to rationalize their tech stacks, adoption and usage are more relevant than ever. We help companies develop Customer Success models and other adoption-oriented programs to drive usage and improve customer experience, leading to custo mer retention and long-term opportunities for account expansion.
  • Manage multiple pricing models: Most XaaS companies deploy multiple pricing models simultaneously, including One-Time, traditional Subscription, and Consumption. Alexander Group helps clients navigate the complexities and implications, including coverage and role design and tactical elements like revenue realization, to drive long-term profitable growth.
  • Align compensation with strategy: Companies that get sales comp right see a 5-10% bump in overall performance. As the leader in XaaS compensation for over 20 years, Alexander Group boasts best-in-class benchmarks and best practices to help clients tackle their toughest challenges, including choosing ACV vs. TCV, compensating for multi-year deals, crediting on renewals, and deciding when to ‘double comp’ multiple roles.

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Open Opportunities Briefing Offers

Upcoming Technology Events

  • B2B Marketing: Marketing, Product & Digital Strategies for Growth

    Virtual Roundtable

    Generating demand, driving conversion and enhancing customer experience are key marketing objectives for growth. But which marketing, product and digital resources and investments should be made to achieve these goals?

    Join your colleagues for a B2B marketing virtual roundtable where Alexander Group marketing services practitioners will explore recent insights and data on the five marketing growth plays for commercial excellence generated from a survey with 200+ marketing leaders and 35+ interviews with B2B marketing executives.

    • Tuesday, February 18, 2025
      10:00 a.m. – 11:00 a.m. EST
    • Virtual

  • Revenue Operations Symposium

    Virtual

    The Revenue Operations Symposium provides the latest research, trends, practical examples and best practices on key topics to evolve and adapt RevOps functions:

    • Provide insight and drive processes that increase commercial team productivity to grow existing and new business
    • Enhance customer experience and revenue potential through cross-functional operations
    • Provide advanced analytics that use forward-looking data to drive decision-making for commercial teams

    Attendance is complimentary. Event details, speakers and agenda to come soon.

    • Wednesday, March 12, 2025 –
      Wednesday, March 12, 2025
    • Virtual

  • Women Revenue Leaders Forum

    St. Regis Hotel, Chicago, IL

    Join hundreds of women senior sales, marketing, commercial and operations leaders to share stories of transformation, connect 1:1 virtually, and take away actionable ideas.

    • Tuesday, April 29, 2025 –
      Wednesday, April 30, 2025
    • St. Regis Hotel, Chicago, IL

  • Marketing Symposium

    New York, NY

    Exclusively for B2B marketing executives, the B2B Marketing Symposiums create an innovative space for leaders to network and contribute skills, knowledge and experiences across B2B marketing practices including:

    • Marketing archetypes
    • Customer segmentation and targeting
    • Customer persona profiling
    • Opportunity modeling
    • Demand generation
    • Modernizing product commercialization
    • Generative AI for marketing
    • Revenue attribution
    • Marketing ROI
    • And more!

    Attendance is complimentary. Event details, speakers and agenda to come soon.

    • Tuesday, June 10, 2025 –
      Tuesday, June 10, 2025
    • New York, NY

  • Marketing Symposium

    London, UK

    Exclusively for B2B marketing executives, the B2B Marketing Symposiums create an innovative space for leaders to network and contribute skills, knowledge and experiences across B2B marketing practices including:

    • Marketing archetypes
    • Customer segmentation and targeting
    • Customer persona profiling
    • Opportunity modeling
    • Demand generation
    • Modernizing product commercialization
    • Generative AI for marketing
    • Revenue attribution
    • Marketing ROI
    • And more!

    Attendance is complimentary. Event details, speakers and agenda to come soon.

    • Thursday, June 12, 2025 –
      Thursday, June 12, 2025
    • London, UK

  • Sales Compensation Symposium

    Virtual

    Explore the latest trends, share ideas and experiences, and network with your peers at the #1 event for sales compensation professionals!

    Sales Compensation is a convergence accelerator—it brings together organizational structure, jobs, processes and metrics to deliver faster ROI and customer value. Leading firms use sales compensation as a strategic advantage by defining strategy, managing success metrics, assisting with change management and ultimately providing continuous improvement tactics.

    At the Sales Compensation Symposium, you will engage with sales comp colleagues and experts through keynotes, panels and workshops. The Sales Compensation Symposium provides the latest research, trends, practical examples and best practices of sales compensation governance, design and administration.

    • Tuesday, August 5, 2025 –
      Tuesday, August 5, 2025
    • Virtual

  • Sales Compensation Symposium

    San Francisco, CA

    Explore the latest trends, share ideas and experiences, and network with your peers at the #1 event for sales compensation professionals!

    Sales Compensation is a convergence accelerator—it brings together organizational structure, jobs, processes and metrics to deliver faster ROI and customer value. Leading firms use sales compensation as a strategic advantage by defining strategy, managing success metrics, assisting with change management and ultimately providing continuous improvement tactics.

    At the Sales Compensation Symposium, you will engage with sales comp colleagues and experts through keynotes, panels and workshops. The Sales Compensation Symposium provides the latest research, trends, practical examples and best practices of sales compensation governance, design and administration.

    • Thursday, August 7, 2025 –
      Thursday, August 7, 2025
    • San Francisco, CA

  • Sales Compensation Symposium

    Minneapolis, MN

    Explore the latest trends, share ideas and experiences, and network with your peers at the #1 event for sales compensation professionals!

    Sales Compensation is a convergence accelerator—it brings together organizational structure, jobs, processes and metrics to deliver faster ROI and customer value. Leading firms use sales compensation as a strategic advantage by defining strategy, managing success metrics, assisting with change management and ultimately providing continuous improvement tactics.

    At the Sales Compensation Symposium, you will engage with sales comp colleagues and experts through keynotes, panels and workshops. The Sales Compensation Symposium provides the latest research, trends, practical examples and best practices of sales compensation governance, design and administration.

    • Tuesday, August 19, 2025 –
      Tuesday, August 19, 2025
    • Minneapolis, MN

  • Sales Compensation Symposium

    New York, NY

    Explore the latest trends, share ideas and experiences, and network with your peers at the #1 event for sales compensation professionals!

    Sales Compensation is a convergence accelerator—it brings together organizational structure, jobs, processes and metrics to deliver faster ROI and customer value. Leading firms use sales compensation as a strategic advantage by defining strategy, managing success metrics, assisting with change management and ultimately providing continuous improvement tactics.

    At the Sales Compensation Symposium, you will engage with sales comp colleagues and experts through keynotes, panels and workshops. The Sales Compensation Symposium provides the latest research, trends, practical examples and best practices of sales compensation governance, design and administration.

    • Thursday, August 21, 2025 –
      Thursday, August 21, 2025
    • New York, NY

  • Executive Forum

    The Breakers | Palm Beach, Florida

    Join hundreds of senior sales, marketing, commercial and operations leaders to share stories of transformation, connect 1:1 virtually, and take away actionable ideas for how to align growth through convergence.

    • Wednesday, October 22, 2025 –
      Friday, October 24, 2025
    • The Breakers | Palm Beach, Florida

Join our Technology Community

Alexander Group’s community enables leading executives to share insights and takeaways for immediate use. Participants engage with sales leaders in interactive discussions while gaining knowledge on best practices, pitfalls and challenges.

Practice Leadership

Ted Grossman Partner
Sean Ryan Partner
Chris Semain Partner
Igor Uroic Partner

Alexander Group Can Help

Navigate market challenges and shifting consumption patterns to drive profitable revenue growth.

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