Why a Great SaaS Product Isn't Enough to Win Customers

A great SaaS product doesn't guarantee customers. The right pricing, positioning, sales strategy, and customer relationships matter just as much. In this episode of the Concurate Podcast, Tom Franklin shares lessons from building Triangle IP and making patent portfolio management accessible to more businesses. Tom explains why he chose an unconventional pricing model, why he still runs product demos himself, and how direct customer feedback helps him improve the product. He also discusses how AI has reduced data-cleaning projects that took years to just weeks, and why human judgment remains essential. If you're building a B2B SaaS company, acquiring customers, or turning expertise into a scalable product, this conversation offers practical lessons on pricing, sales, AI, and persistence. CHAPTERS 00:00 Introduction 02:10 Why Patent Management Was Expensive 05:09 Making Software More Accessible 14:34 Selling Services vs. SaaS 18:49 Why Software Pricing Matters 21:47 From Engineer to Software Founder 26:24 How AI Turns Years of Work Into Weeks 32:12 What AI Can and Cannot Do 39:48 Why Tom Still Runs Product Demos 43:26 Why Founders Need Sales Skills 44:49 Customer Feedback and Product Improvement 46:12 Persistence and the Denver Patent Office 51:14 Overcoming Shyness and Public Speaking RESOURCES FROM CONCURATE SaaS Marketing Trends of 2026: https://concurate.com/saas-marketing-... FinTech Case Study | 25 Leads From 3 Blogs: https://concurate.com/saas-lead-gener... The Perfect Match | Concurate's GEO Framework: https://concurate.com/geo-framework-a... Where Does ChatGPT Get Its Information From? https://concurate.com/where-does-chat... Generative Engine Optimization Case Study: https://concurate.com/generative-engi... Improve AI Search Visibility for Cybersecurity: https://concurate.com/improve-visibil... FREE AI SEARCH RESOURCE 13-Point Checklist to Optimize SaaS Blogs for AI Search: https://tinyurl.com/ai-checklist-for-B2B Want your B2B SaaS content to appear in AI answers and generate high-intent leads? Book a 10-minute call with Concurate: https://meetings.hubspot.com/nitesh-g... ABOUT TOM FRANKLIN Tom Franklin is an engineer, patent attorney, and entrepreneur with decades of experience in intellectual property. He founded Triangle IP to make patent portfolio management more accessible to businesses. ABOUT CONCURATE Concurate is a B2B content marketing agency helping businesses attract the right audience, build authority, and generate leads. Website: https://concurate.com/?utm_source=pod... LinkedIn:   / concurate   X (Twitter):   / concurate1   Like, share, and subscribe to the Concurate Podcast for more conversations about B2B marketing, SaaS growth, content strategy, SEO, AI, and brand building. #SaaSMarketing #B2BSaaS #CustomerAcquisition