My company pays for MixMax, Zapier, Slack, Mailchimp, AWS, RingCentral, Gsuite, and more. Our purchase decision-maker (me) evaluates and buys the product, while our users are along for the ride, reserving their judgment until the merits of the software are felt. As I continue to evaluate new software, and as I watch our SAAS overhead rise, I am looking for software to cut. I'm not a Salesforce shop, but expect this is a serious issue for those purchase decision-makers... paying for many SAAS add-ons in addition to the platform itself.

So, I would advise SAAS providers to keep a close an eye on their existing users. We are looking to control our expenses and will leave for higher impact, lower priced alternatives. I recognize this is tough to do when growth and other acquisition/IPO metrics are pressed by your investors.

My overwhelming sense: if you're not marketing, enhancing and listening to your existing users, your falloff risk is mounting. Surveys and polls aren't enough. Pay attention to your superusers. Add a client or two to your board.

Keep new users close, but your existing users closer.