Piyush Kharbanda | The B2B Community Thesis and Our Investment in Threado

At Vertex Ventures Southeast Asia & India, we have increasingly been convinced that customers will discover businesses in fundamentally different ways than before. While we don’t contend that the traditional way of how software is bought is sold are behind us, we do think for several categories of SaaS, traditional models just don’t make sense. Some green shoots of this phenomenon are already visible: customers are discussing features, critiquing shortcomings, and even outlining product roadmaps for their beloved products in B2B communities. We have seen some of this play out in the world of open source before, we are now convinced that this phenomenon will be important across large swaths of the SaaS ecosystem in years to come.

In this world, the relationship between customer facing teams within an organization and their clients and potential clients changes significantly.

Marketing, Sales, and to a large extent, Customer Success look different. In many ways, this is the organic way of doing business — potential users should be able to interact with existing users freely. They should be able to discover use cases for themselves. They should know where the shortcomings of the platform are. They should be able to rely on peers to solve their queries. A community solves all of this, and a lot more.

We are proud to announce our investment into Threado.

The story continues here

Edited by: Elise Tan

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