Buoyed by the COVID-induced shelter-in-place workforce, the software as a service (SaaS) market has enjoyed a surge in demand over the past two years. However, despite the fact that global enterprise spending on SaaS grew from $146 billion in 2021 to reach a projected $195 billion by 2023, there is no shortage of providers competing for a piece of that pie, according to marketing enthusiast -- and SaaS marketing guide -- Greg Latson.

New technological developments, the rise of new competitive disruptors and changing customer expectations have elevated the importance of accelerating the pace with which institutions bring new value-added services to market. A growing number of executives are taking a hard look at how fintech services, ISVs and SaaS resources can support this “need-for-speed” in a risk-adjusted manner.