Hey Reader,

Welcome to The Middle, your midweek rundown of the most interesting things we've read this week.

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Let's jump into it.

Jeff

Same story, different day

​I recently ran across this Gartner report on the State of Software Investment for 2024. I'm not sure when it was published; it lacks a publish date (maybe for convenience).

Gartner’s recent report reveals a positive outlook for software investment in 2024, with over half of buyers planning to increase their spending.

I’m a bit more skeptical. I’m not sure that buyers are spending more in 2024, and I think this is really creating pressure on go-to-market teams to get creative.

A few things I’ve heard more recently than I have in the past…

1. Focus on clear differentiation and value proposition - not just the same product, done slightly better

2. Invest in AI and machine learning capabilities to enhance products and personalization - it's not just a buzzword

3. Build strong partner ecosystems to offer more comprehensive solutions - tons of value when solutions are integrated

4. Find experiences for buyers that are multi-touch and truly meet them where they are

For SaaS leaders, this means focusing on clear differentiation, exceptional customer experience, and potentially exploring underserved niches.

The key will be balancing growth ambitions with sustainable business practices.

Let customers be your compass

Dan Cmelja, a seasoned community marketing expert, shares a powerful strategy for SaaS companies looking to leverage their customer base for growth: creating an “Influence Map.”​

An Influence Map is a visual representation that shows where you need to evangelize your product across different personas.

It’s a crucial tool for understanding the complex B2B buying decision process and identifying the factors that influence each stakeholder's journey.

Dan walks through the steps to create an influence step, so I won’t repeat that. Instead, I’ll tell you why it's critical in 2024…

This approach allows you to:

• Target your marketing efforts more effectively

• Identify key distribution channels for your brand

• Understand the ecosystem influencing your buyers

• Leverage authentic customer voices in influential spaces

For SaaS leaders, implementing this strategy can significantly boost organic impressions and community engagement.

Many of your customers (or partners, employees, advocates) are willing to help you carry the water - you just have to make it easy.

We got little "business" work done

Jay referenced Lou Gehrig over the weekend, and it reminded me of a quote that was drilled into me during my high school basketball days:

While Lou Gehrig is remembered for his incredible on-field performances and his courage in the face of ALS, his quiet but profound impact on the New York Yankees’ clubhouse culture is less known.

In an era dominated by larger-than-life personalities like Babe Ruth, Gehrig’s steadfast work ethic and humble demeanor set a powerful example for his teammates.

The 1932 season provides a compelling illustration of Gehrig’s leadership. The Yankees were on a losing streak and dealing with internal tensions.

Gehrig organized a series of informal team dinners, creating a space where players could bond away from the pressures of the game.

(It sounds so simple — dinners?!)

It turned finger-pointing into camaraderie and accountability—much of the team credited it with diffusing the tensions. This story, recounted in Jonathan Eig’s biography “Luckiest Man: The Life and Death of Lou Gehrig,” showcases Gehrig’s understated yet powerful leadership style.

When I came across the story, it got me thinking — remote teams have such little time to bond that little things become big over time.

There’s no team lunch or morning coffee run to help bridge conversations gracefully. Make sure to create the space for your teams to just be with one another.

My latest example is Study Hall. Get on a Zoom; there is no talking, just classical music. Everyone works on one thing for an hour.