Retail media is the topic everyone is talking about in the retail and consumer goods industry. And for good reason: the $45 billion U.S. retail media market is surging as retailers capitalize on the consumer shift to ecommerce while offering advertisers access to their unique audiences and data insights. Many retailers developed their own retail media networks over the last few years, from digital marketplaces and department stores to commerce intermediaries.

Growing any business is difficult, but scaling a software as a service (SaaS) company is on a whole other level. Most SaaS companies struggle to achieve predictable revenue growth, while even public SaaS companies struggle to achieve profitability. To make a SaaS company successful, you can’t just change your software delivery model to the web and expect it all to work. You have to make thoughtful, data-driven decisions when it comes to your marketing, sales, and customer success operations.