Many SaaS products start with a bold vision but end up as “connectors” — tools that orchestrate workflows, integrate systems, or bridge gaps. While connectors are useful, they’re rarely indispensable. If your SaaS product’s primary role is orchestration, you’re at risk of commoditization, AI replacement, weak differentiation, and a stagnant sales pipeline. To thrive, it’s time to rethink your foundation and position your product as a core solution that drives your customers’ success.

This article explores why SaaS companies get stuck as connectors, the strategic pitfalls of this approach, and how redefining your product’s core value can unlock growth. Whether you’re a SaaS CEO, VP of Sales, or business development leader, these insights will help you strengthen your product strategy, boost customer retention, and fill your pipeline with high-intent leads.

What You’ll Learn:

• The risks of being a connector SaaS.
• A 5-step framework to become a core solution.
• Case studies of SaaS companies that transformed their value proposition.
• Tools and templates to audit and reposition your product.
• SEO-optimized insights to rank high and attract high-intent leads.

The Connector Trap: Why SaaS Products Get Stuck

What Is a Connector SaaS?

A connector SaaS integrates multiple systems, automates workflows, or enables data sharing. Think of tools that sync CRMs with email platforms or automate data entry between apps. While these tools are valuable, they often lack a unique value proposition. Customers see them as interchangeable, leading to price wars and high churn.

The Risks of Being a Connector

1. Commoditization: Connectors face intense competition from similar tools, driving down prices and margins. According to Gartner, 60% of SaaS buyers prioritize cost over features for integration-focused tools.
2. Weak Differentiation: If your product’s main value is connecting other systems, it’s hard to stand out. Customers may switch to cheaper or newer alternatives.
3. Fragile Customer Relationships: Connectors are often the first to be cut when budgets tighten, as they’re seen as non-essential.

Connectors struggle to attract high-intent leads. Sales teams waste time chasing decision-makers who see the product as a “nice-to-have.” Most of the SaaS connectors in the market reports only booking 2-5 qualified meetings per month, compared to 15 for competitors with core solutions.

Rethinking the Foundation: Becoming a Core Solution

A core solution addresses a critical customer problem, delivering measurable outcomes like revenue growth, cost savings, or competitive advantage. Here’s a 5-step framework to make the shift:

1. Audit Your Product’s Role

Assess whether your SaaS is a connector or core solution. Use this checklist:

[ ] Does your product primarily integrate or automate?

[ ] Can customers achieve their goals without your tool?

[ ] Are your top features focused on outcomes (e.g., revenue, retention) or functionality (e.g., syncing)?

2. Uncover Customer Pain Points

Engage customers to identify their biggest challenges. Use surveys, interviews, or support ticket analysis to find patterns.

One of our clients, a SaaS connector* for marketing automation discovered their clients struggled with lead qualification. By adding AI-driven lead scoring and buying signals, they became a core solution, adding $1M to their pipeline.

Ask your customers, “What would make our product indispensable?” Use their answers to guide feature development.

3. Build Outcome-Driven Features

Develop features that solve specific pain points. For example, instead of syncing data, offer predictive analytics to identify high-value prospects.

4. Reposition Your Messaging

Shift your messaging from functionality to outcomes. Instead of “We connect your CRM,” say, “You can triple your close rate with smarter lead insights with our tool.”

Use the “Problem-Solution-Impact” model:

• Problem: Stagnant pipeline due to poor lead quality.
• Solution: AI-driven lead scoring.
• Impact: 50% more qualified meetings.

5. Test and Iterate

Launch a pilot feature or campaign to test your new positioning. Track metrics like customer engagement, churn, and pipeline growth.

The Revenue Impact: How Core Solutions Drive Pipeline Growth

When your SaaS becomes a core solution, it directly impacts your sales pipeline and revenue. Here’s how:

Stronger Differentiation: Core solutions stand out in crowded markets. By solving unique problems, you attract high-intent buyers who see your product as essential. A 2024 Forrester study found that SaaS companies with clear differentiation saw 30% higher win rates.

Lower Churn, Higher Retention: Customers are less likely to abandon a product that’s critical to their success.

More Qualified Meetings: A compelling value proposition attracts decision-makers.

Practical Steps to Redefine Your SaaS Core

If you’re ready to rethink your foundation, follow these steps:

1. Audit Your Product: List all features and categorize them as “connector” or “core.” If more than 50% are connector-focused, prioritize new features that address customer pain points.
2. Engage Your Customers: Use surveys or 1:1 calls to understand their goals. Ask, “What would make our product indispensable to you?”
3. Test a New Value Proposition: Create a landing page or email campaign testing your new messaging. Track engagement metrics to validate your approach.
4. Invest in Innovation: Allocate resources to build one high-impact feature that sets you apart. For example, a SaaS connector for HR tools added employee engagement scoring, winning 10 new enterprise clients.

Overcoming Common Objections

“We Don’t Have the Resources to Pivot”

Start small. Identify one feature or use case that could become your core and test it with a subset of customers. Use the results to justify further investment.

“Our Customers Love Our Integrations”

That’s great, but love doesn’t guarantee loyalty. Ask customers what outcomes they value most, then align your product to deliver those results.