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The ILAER Lifecycle

A strategic approach to the XaaS buyer journey, ensuring strategic value realization at every stage from initial discovery to long-term renewal.

I

Identify

Investigate

L

Land

Evaluate & Purchase

A

Adopt

Value Realization

E

Expand

Value Maximization

R

Renew

Value Continuation

Stage 1

Identify Phase

Attract prospects and build a quality XaaS funnel.

Key Business Drivers

Lead GenInvestmentMarketing Spend

Buyer Behavior

Research online, identify advisors, monitor market news, networking.

Core Tactics

  • SEO/SEM
  • Organic Traffic
  • Live Events

Service Level Actions

Enterprise / VIPAccount Execs / Lead Gen
Mid-MarketHuman-assisted signup
SMB / D2CSelf-service
Stage 2

Land Phase

Invest in specialized roles to increase volume of deals.

Key Business Drivers

CACNew Logo RevenueBookings

Buyer Behavior

Evaluation of vendors vs opportunities, determine criteria, review options.

Core Tactics

  • Landing Pages
  • Case Studies
  • Testimonials

Service Level Actions

Enterprise / VIPPre-sales meetings, SLAs
Mid-MarketTicket-based Support
SMB / D2CCommunity Support
Stage 3

Adopt Phase

Maximize user engagement and satisfaction.

Key Business Drivers

CS InvestmentOnboarding Rate

Buyer Behavior

Buyer begins using product, realizes value, builds satisfaction levels.

Core Tactics

  • Onboarding Analytics
  • Gamification
  • Persona-based nurture

Service Level Actions

Enterprise / VIPManaged Impl + Dedicated Resource
Mid-MarketManaged Impl + Human-assist
SMB / D2CSelf-guided Onboarding
Stage 4

Expand Phase

Optimize coverage to drive growth from existing accounts.

Key Business Drivers

Upsell/Cross-sell ratesProductivity

Buyer Behavior

ROI for expanded use determined, buyer evaluates current vs potential value.

Core Tactics

  • Upsell/Cross-sell
  • Referral program
  • NPS survey

Service Level Actions

Enterprise / VIPIndividual Coaching / QBRs
Mid-MarketCoaching Library Access
SMB / D2CGeneric Nurture
Stage 5

Renew Phase

Align roles, resourcing, and analytics to renewal types.

Key Business Drivers

Revenue ChurnLogo ChurnCost of Renewal

Buyer Behavior

Buyer evaluates current value vs competitors for renewal.

Core Tactics

  • Multi-year
  • Discounting
  • Exit survey

Service Level Actions

Enterprise / VIPContracts
Mid-MarketMRR / Auto Renew
SMB / D2CMRR / Auto Renew

Ready to Deploy ILAER?

Our consulting practice specializes in operationalizing this lifecycle for growing XaaS organizations.

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