The SaaS Decision Cycle - Podcast

Michael Feichtner
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The SaaS Decision Cycle is a podcast about how B2B software buyers actually decide. Every deal follows the same underlying pattern—three phases, three decision criteria, and three pivotal moments that determine whether a deal moves forward or quietly stalls. The SaaS Decision Cycle isn't just a model—it's a lens. It shows you where your buyer is mentally, emotionally, and tactically—so you can meet them there and move the deal forward. // Michael Feichtner

  1. FEB 6

    #55 - Why Intuitive Tools Still Lose

    A calm, polite call—but the buyer is already on the clock. This deal sits firmly in Information Gathering, with Uncertainty as the dominant criterion. Four months after a failed migration, the buyer isn’t negotiating or evaluating features. They’re quietly building optionality before an internal deadline, asking one question beneath the surface: can this be made safe to change? The episode tracks how confidence forms—and leaks—when belief hasn’t yet been replaced by proof. Because in the SaaS Decision Cycle, deals like this don’t stall on price or competition. They stall when uncertainty around migration risk is never truly validated. Let's connect on Linkedin. // Michael

    19 min
  2. #54 - When Withholding Information Stalls Information Gathering

    JAN 23

    #54 - When Withholding Information Stalls Information Gathering

    Hello SaaS Sellers, Let me explain to you the Origin Story of the The SaaS Decision Cycle, first. The SaaS Decision Cycle was born out of a simple, frustrating truth: SaaS Deals don’t die because buyers say no—they die because buyers lose confidence somewhere along the way.As I coached SaaS Sales Reps and watched dozens of deals unfold, I noticed a repeating pattern: Prospects start with curiosity, build belief, and then—just when things should accelerate—everything slows down. Why? Because buyers aren’t just choosing a product—they’re navigating three invisible forces at the same time:: Investment. Capability. Uncertainty. The thing is, those forces don’t show up all at once. They rise and fall depending on where the buyer is in their journey. So I mapped it out for you. First, they’re focused on whether they can principally afford your solution (=Information Gathering)Then, they wonder if it actually will work for them (=Proof).Finally, they fixate on whether it’s worth the cost and internal risk (=Negotiation).That led to me building my own mental model: There are three critical turning points in every SaaS deal— Alignment Moment – where the buyer emotionally believes your product fitsValidation Point– where that belief either gets validated or collapsesMutual Yes - where deals either close or unravel—proper groundwork from earlier phases determines the outcome.And as a Sales Rep, your role isn’t static. You shift gears with the cycle: → Gain the Benefit of the Doubt during Information Gathering → Maintain Momentum through Proof → Seal the Deal at Negotiation The SaaS Decision Cycle isn’t just a model—it’s really a lens. It shows you where your buyer is mentally, emotionally, and tactically—so you can meet them there and move the deal forward. In Episode #54 A brand leader walks into a new role. Two months in, she’s staring at a mess she didn’t create. 228 users.11 paid accounts.74 brand kits.Zero visibility.She’s not asking for a discount. She’s not negotiating terms. She’s not even sure she needs to buy anything yet. She asks one simple question: “Can I see who’s using the tool?” Let's dive into the Episode how can solve such situations in a Disco call. Let's connect via ⁠Linkedin⁠ & enjoy the episode!. // Michael Feichtner

    14 min
  3. #53 - When the Buyer Needs Help Reducing Stakeholder Risk

    JAN 23

    #53 - When the Buyer Needs Help Reducing Stakeholder Risk

    Hello SaaS Sellers, Let me explain to you the Origin Story of the The SaaS Decision Cycle, first. The SaaS Decision Cycle was born out of a simple, frustrating truth: SaaS Deals don’t die because buyers say no—they die because buyers lose confidence somewhere along the way.As I coached SaaS Sales Reps and watched dozens of deals unfold, I noticed a repeating pattern: Prospects start with curiosity, build belief, and then—just when things should accelerate—everything slows down. Why? Because buyers aren’t just choosing a product—they’re navigating three invisible forces at the same time:: Investment. Capability. Uncertainty. The thing is, those forces don’t show up all at once. They rise and fall depending on where the buyer is in their journey. So I mapped it out for you. First, they’re focused on whether they can principally afford your solution (=Information Gathering)Then, they wonder if it actually will work for them (=Proof).Finally, they fixate on whether it’s worth the cost and internal risk (=Negotiation).That led to me building my own mental model: There are three critical turning points in every SaaS deal— Alignment Moment – where the buyer emotionally believes your product fitsValidation Point– where that belief either gets validated or collapsesMutual Yes - where deals either close or unravel—proper groundwork from earlier phases determines the outcome.And as a Sales Rep, your role isn’t static. You shift gears with the cycle: → Gain the Benefit of the Doubt during Information Gathering → Maintain Momentum through Proof → Seal the Deal at Negotiation The SaaS Decision Cycle isn’t just a model—it’s really a lens. It shows you where your buyer is mentally, emotionally, and tactically—so you can meet them there and move the deal forward. Before we dive in, here’s what we’ll do in this Episode #53. I’m going to take a real sales conversation, pulled from a Gong.io transcript, and I’m going to walk you through it using the SaaS Decision Cycle. Everything is fully anonymized.No names, no companies, no product identifiers. And I want you to hear me say that clearly, because the point isn’t who sold what. The point is to help you build a repeatable way to diagnose any deal you’re in right now. Let's connect via Linkedin & enjoy the episode!. // Michael Feichtner

    14 min
  4. #52 - Hello SaaS Sales Rep—Crossing Statement, Part 2, Scenario #3: The Results Reviewer

    10/13/2025

    #52 - Hello SaaS Sales Rep—Crossing Statement, Part 2, Scenario #3: The Results Reviewer

    The trial is wrapping up. Your Champion is engaged. But now, they’re hesitating. “I’m just not sure the results are strong enough to bring this to leadership.” In this episode of SaaS Simplified, we take on The Results Reviewer—a Champion who needs help framing what the trial actually proved. You’ll learn how to use a mid-trial Crossing Statement to: Highlight a tested feature that leadership will care aboutReframe “meh” results as clear early indicators of valueOffer your Champion a ready-made internal proof pointIf your buyers are stalling at the final internal handoff, this episode gives you the language to shift their mindset—and get the conversation moving again. ➕ More of my work can be found here: You can find more of my content on: ⁠⁠⁠⁠⁠⁠⁠⁠⁠SaaSSimplified.io⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Spotify⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Amazon⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Apple⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Castbox⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠If you like the content, don't forget to subscribe or leave a review and make sure to connect with me on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠. // Michael Feichtner

    15 min
  5. #51 - Hello SaaS Sales Rep—Crossing Statement, Part 2, Scenario #2: The Split Team

    10/12/2025

    #51 - Hello SaaS Sales Rep—Crossing Statement, Part 2, Scenario #2: The Split Team

    Your Champion’s in. Some users are too. But others? They’re pushing back—or not engaging at all. Not willing to join the call... In this episode of SaaS Simplified, we dive into how to handle The Split Team—a mid-trial scenario where internal buy-in is divided and momentum is at risk. You’ll learn how to use a Crossing Statement to: Unite stakeholders around one shared use caseHighlight a feature already available in the trialHelp your Champion lead—not just manage—internal resistanceIf your deals slow down because internal teams “aren’t aligned yet,” this episode gives you the language to change that—without adding pressure. ➕ More of my work can be found here: You can find more of my content on: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠SaaSSimplified.io⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Spotify⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Amazon⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Apple⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Castbox⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ If you like the content, don't forget to subscribe or leave a review and make sure to connect with me on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠. // Michael Feichtner

    11 min
  6. #50 - Hello SaaS Sales Rep—Borrowed Trust at Scale — How Compliance Becomes Your Secret Sales Weapon with ComplyJet Founder Varun Jain

    10/08/2025

    #50 - Hello SaaS Sales Rep—Borrowed Trust at Scale — How Compliance Becomes Your Secret Sales Weapon with ComplyJet Founder Varun Jain

    Every SaaS sales team has lived this nightmare: the deal is greenlit, the champion is hyped, and then… it hits the security review wall. In this episode, I sat down with Varun Jain, CEO of ComplyJet, to unpack how modern SaaS companies can turn compliance from a slow, painful gatekeeper into a revenue accelerator. We explore how ComplyJet uses AI, automation, and auditor-backed trust to help SaaS vendors sail through security reviews, build instant credibility with buyers, and even arm champions with deal-closing materials. You’ll learn how to: 💡 Turn security reviews into a closing advantage using dynamic Trust Centers and AI pre-filled questionnaires. 💡 Use borrowed trust — auditor endorsements, third-party attestations, and mapped proof — to build buyer confidence fast. 💡 Follow the three-step path to yes: trust → momentum → decision. 💡 Cut compliance drag time while keeping enterprise buyers confident and compliant. If you’re a SaaS sales leader or AE tired of losing weeks to procurement and security reviews, this episode will change how you think about compliance — from friction to fuel. ➕ More of my work can be found here: ⁠⁠⁠⁠⁠⁠⁠⁠⁠SaaSSimplified.io⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Spotify⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Amazon⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Apple⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Castbox⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ If you like the content, don't forget to subscribe or leave a review and make sure to connect with me on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠. // Michael Feichtner

    43 min
  7. #49 - Hello SaaS Sales Rep—Crossing Statement, Part 2, Scenario #1: The Drifting Champion

    10/07/2025

    #49 - Hello SaaS Sales Rep—Crossing Statement, Part 2, Scenario #1: The Drifting Champion

    The trial kicked off strong. But now? Your Champion is quiet. Usage is low. Momentum is fading. In this episode of SaaS Simplified, we meet The Drifting Champion—the buyer who believed early, but is now buried in internal noise and losing steam. You’ll learn how to use a mid-trial Crossing Statement to reconnect value to action—without pushing, repeating discovery, or sounding desperate. We’ll walk through how to: Highlight a feature the buyer already has access toReframe value as a fast win—not a full rolloutUse a coaching-style question to re-engage the ChampionIf you’ve ever had a trial fizzle because nobody made the next move, this episode gives you the exact message to bring it back to life. ➕ More of my work can be found here: You can find more of my content on: ⁠⁠⁠⁠⁠⁠⁠⁠⁠SaaSSimplified.io⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Spotify⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Amazon⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Apple⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Castbox⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠If you like the content, don't forget to subscribe or leave a review and make sure to connect with me on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠. // Michael Feichtner

    11 min
  8. #48 - Hello SaaS Sales Rep—Crossing Statement, Part 1, Scenario #3: The Feature Comparer

    09/25/2025

    #48 - Hello SaaS Sales Rep—Crossing Statement, Part 1, Scenario #3: The Feature Comparer

    Your buyer’s done their research—and they’re not impressed. In this episode of SaaS Simplified, we break down how to respond when a prospect says: “Other tools look pretty similar, and they’re cheaper.” This is The Feature Comparer—a prospect who’s focused on the surface. Your job? Help them see the difference that actually matters. You’ll learn how to use a 5-part Crossing Statement to shift the conversation from features to scalability, control, and long-term value. We’ll cover how to: Anchor differentiation in real-world operationsIntroduce hidden costs your buyer hasn’t yet consideredEnd with a high-impact, decision-driving questionIf you’ve ever struggled to explain why your Enterprise product is worth the jump, this episode gives you the exact language to do it—calmly, clearly, and with conviction. ➕ More of my work can be found here: You can find more of my content on: ⁠⁠⁠⁠⁠⁠⁠⁠SaaSSimplified.io⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Spotify⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Amazon⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Apple⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast on Castbox⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ If you like the content, don't forget to subscribe or leave a review and make sure to connect with me on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠. // Michael Feichtner

    12 min
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The SaaS Decision Cycle is a podcast about how B2B software buyers actually decide. Every deal follows the same underlying pattern—three phases, three decision criteria, and three pivotal moments that determine whether a deal moves forward or quietly stalls. The SaaS Decision Cycle isn't just a model—it's a lens. It shows you where your buyer is mentally, emotionally, and tactically—so you can meet them there and move the deal forward. // Michael Feichtner

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