# Top 10 in Tech - What to know for Week ending November 27, 2020

Published: 27 November 2020
Canonical: https://www.top10in.tech/posts/week-ending-november-27-2020

## 1. SaaS METRIC OF THE WEEK

Share of Wallet. This is a fun one for all you marketplace people (who should also check this other article on [Marketplace Liquidity](https://medium.com/point-nine-news/wtf-is-marketplace-liquidity-f2caca3802c0)).Share of Wallet is[a measure of a marketplace](https://medium.com/point-nine-news/wtf-is-share-of-wallet-and-htf-do-you-measure-it-7fa3f01b1564) going from being one of many options to becoming the main option. for a buyer (AND also a supplier).

Link: https://medium.com/point-nine-news/wtf-is-marketplace-liquidity-f2caca3802c0

## 2. MARKETING

Guess what? Your marketing team is slow!. Take a read of [this article on frameworks to make your marketers speed up](https://firstround.com/review/your-marketing-org-is-slow-heres-a-framework-to-move-faster/). Tech companies are market differentiators in-part [due to the fact that they operate at a cadence that is faster than most](https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/five-fifty-fast-and-modular). Speed is a competitive advantage that your marketing teams need to leverage!

Link: https://firstround.com/review/your-marketing-org-is-slow-heres-a-framework-to-move-faster/

## 3. SECURITY

Even ignoring everything else that has made this year bonkers, 2020 has also been an absolute doozy of a year for cyber attacks and breaches. here are some stats: [60% increase in the average ransomware payment](https://www.accenture.com/nz-en/insights/security/cyber-threatscape-report) from Q1-Q2 2020, Web App attacks are [up 800% from last year](https://www.itpro.co.uk/security/357872/web-app-attacks-increase-2020), and Coronavirus alone is blamed for a [238% rise in cyber attacks on banks.](https://securityboulevard.com/2020/10/5-biggest-cyber-attacks-of-2020-so-far/) So first steps - [protect your perimeter, especially if you are running WordPress.](https://info.cloudflare.com/rs/713-XSC-918/images/Whitepaper_Securing%20the%20Web%20Perimeter.pdf?mkt_tok=eyJpIjoiTWpKbE5UQXdZbUkyWVRneiIsInQiOiJvc1FLNVQ2bENJZHF3ZUtuM204OFNPZGZzY045OUxNZFo0NWdoOWtmOEtLaE80V3RyaEhJcU1cL0FKVU8yOUFHakdMbE1HZmM5MHJZdnJsRkJUVlwvQlB6aXFvcGd6WWlBaFdHdm1nbTdYRUpObWRVKzJhckpTV2lOa3E0NmJjZWdGIn0%3D)

Link: https://www.accenture.com/nz-en/insights/security/cyber-threatscape-report

## 4. PRICING

The debates are always passionate when discussing the merits of expose the pricing of a SaaS product via a public facing page. But regardless of what side of that argument you want to sit on, a simple truth remains: The pricing model of your product serves as the entry point for your customers. Public or not. [Chartmogul reviewed 600+ publicly facing SaaS pricing pages](https://blog.chartmogul.com/saas-pricing-report/) and analyzed them to learn how subscription software companies price, package, and position their products - its a great read. and Alexandre Dewez has done something similar with [benchmarking the pricing model of 100+ subscription based mobile apps](https://alexandre.substack.com/p/-benchmarking-the-pricing-strategy).

Link: https://blog.chartmogul.com/saas-pricing-report/

## 5. TECHNOGRAPHIC

Add this [doozy of a Portmanteau](https://www.zoominfo.com/content/ebook-technographics-report-2019)to your dictionaries and spell checker - you should also read that article too as I don't know about you, but the number of tech vendors we use to run our tech business stresses me out, with services flopping in and out all the time! Which leads nicely into this article: [How Many Technologies Can a Company Adopt at Once](https://tomtunguz.com/how-many-technologies-can-a-company-adopt-at-once/)? Answer - there is always one more (JK, but not really).

Link: https://www.zoominfo.com/content/ebook-technographics-report-2019

## 6. SALES

Budgeting for growth - we could spend a whole newsletter on that topic, but lets not. But how much sales budget should there be? [Zoominfo have some answers for ya](https://www.zoominfo.com/content/infographic-sales-budget-2020)! Bad news - spend is on the rise.

Link: https://www.zoominfo.com/content/infographic-sales-budget-2020

## 7. GROWTH MARKETING

For all of you who appreciated last weeks [Great guide to Growth Marketing Success](https://www.julian.com/guide/growth/intro) I have an update from the same author: [15 Growth Marketing Tactics to Turbocharge Your Startup](https://trends.co/articles/julian-shapiro-growth-marketing).

Link: https://www.julian.com/guide/growth/intro

## 8. TRAFFIC

An Indie Hacker short double-article whammy on web-traffic : a) [How to boost traffic to your boring-ass SaaS product](https://www.indiehackers.com/post/how-to-boost-traffic-to-your-boring-saas-product-not-clickbait-2cfb507f37) (basically create some FREE exciting/useful tools related in some way and share them around) and b) [How to rank higher in those pesky product based search results](https://www.indiehackers.com/post/tip-to-rank-higher-in-the-search-results-get-keywords-from-subreddits-0266d97934) (pro-tip - use Reddit!! Genius)

Link: https://www.indiehackers.com/post/how-to-boost-traffic-to-your-boring-saas-product-not-clickbait-2cfb507f37

## 9. MOATS

Moats are one of the best ways to provide a competitive advantage for your business and can moats come in all kinds of different flavors (such as [speed](https://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/mobile-site-speed-importance/), [Brand](https://nothingventured.rocks/brand-the-only-true-moat-in-saas-24459d8d4eae), or [growth](https://www.kevanlee.com/articles/product-led-growth-moat-framework)). [This post lists some other popular and effective ways](https://medium.com/@soumyamohan_34366/moats-in-b2b-saas-businesses-a8b11826712f) for B2B SaaS companies to create such moats for their products.

Link: https://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/mobile-site-speed-importance/

## 10. UNICORNS

At the end of 2013, there were just 43 $1Billion plus valued unicorns, by October 2015 there were 141. Last week it hit the 500 mark for the first time. Full [Excel sheet here](https://www.dropbox.com/s/pmv9ea3y3tghrri/CB-Insights_Global-Unicorn-Club_2019.xlsx?dl=0) from CBInsights

Link: https://www.dropbox.com/s/pmv9ea3y3tghrri/CB-Insights_Global-Unicorn-Club_2019.xlsx?dl=0

## POD OF THE WEEK

[Startup US Legal Basics in the US](https://www.youtube.com/watch?v=HZ5bzb8A25s&feature=youtu.be&t=1) (and what kid of entity to form) from the team at [Wilson Sonsini](https://wsgr.com), one of the premier legal forms for US startups.

Link: https://www.youtube.com/watch?v=HZ5bzb8A25s&feature=youtu.be&t=1