The Power of Long-Term Focus in SaaS and Professional Services: Lessons from Building (and Selling) my company
In fast-moving industries like SaaS and professional services, there’s a relentless drive to optimize for the short term — hitting quarterly targets, closing this month’s deals, fixing today’s fires. But while short-term wins feel good, they rarely build lasting value.
Having founded and scaled Marketing Guys, a B2B marketing technology agency, I learned firsthand that sustainable success requires a strong long-term focus. It’s what helped us grow, build a loyal customer base, and ultimately led to a successful exit in 2024. In this post, I’ll explore why long-term thinking is often lacking in these industries — and how a strategic, systems-based approach can change that.
The Short-Term Trap
Short-termism is baked into many business models. In SaaS, growth metrics like MRR, CAC, and churn dominate boardroom discussions. In consulting or service-based firms, everything revolves around billable hours, monthly revenue, and client retention this quarter.
But that obsession with immediacy creates blind spots:
Short-term decisions kill strategic progress (e.g., underinvesting in product or brand)
Team morale and retention suffer due to constant firefighting
Leadership lacks clarity on where the company is really going
A Harvard Business Review study showed that companies with long-term orientations outperformed their peers in revenue, profit, and market capitalization over a 15-year period (source).
Why Long-Term Focus is So Rare in SaaS & Services
There are three reasons long-term thinking is so scarce in SaaS and service-based companies:
1. Pressure from Investors and Clients
In VC-backed SaaS especially, there’s heavy pressure to hit growth milestones. For agencies, clients want results now, making it tempting to say yes to everything, even if it means deviating from your strategy.
2. Founder Burnout and Operational Chaos
Most founders wear multiple hats. When you’re in the weeds of sales, HR, delivery, and admin, there’s little time (or energy) left for vision and planning.
3. Lack of Systems and Rhythm
Without a structured way to align your team, goals, and culture, long-term strategy stays in a slide deck — not in your daily operations.
My Experience at Marketing Guys: Building with the Long Term in Mind
When I started Marketing Guys, I made my share of short-term decisions. We chased the wrong clients, said yes to unprofitable work, and lacked focus. But around year 3, we implemented a growth methodology inspired by EOS (Entrepreneurial Operating System) and The Rockefeller Habits.
This was a turning point.
Here’s what changed:
1. We Clarified Our Long-Term Vision
Using Scaling Up tools like the One-Page-Strategic-Plan, we got crystal clear on our 10-year target, 3-year picture, and 1-year goals. We stopped reacting — and started building.
2. We Built Quarterly Planning Rhythms
Every 90 days, we stepped out of the business to work on it. That rhythm gave us a chance to course-correct, keep our vision alive, and make space for strategic projects.
3. We Hired and Fired Based on Core Values
Instead of just hiring for skills, we focused on alignment with our culture and mission. That created long-term team cohesion and reduced turnover dramatically.
4. We Focused on Recurring Revenue over One-Off Deals
Rather than chasing quick wins or large one-off projects, we prioritized building Monthly Recurring Revenue (MRR). This not only stabilized our cash flow but also increased the long-term value of the business. It allowed us to plan ahead, invest in our team and platform, and become less dependent on chasing the next deal every month.
“Recurring revenue turns a service business into a predictable, scalable engine.” – John Warrillow, Built to Sell
Practical Ways to Build Long-Term Focus Into Your Business
Whether you run a SaaS company or a professional services firm, here are some steps to make long-term thinking part of your operating DNA:
1. Define Your 10-Year Vision
Ask yourself: What would success look like if everything goes right? Use tools like the V/TO or Jim Collins' BHAG (Big Hairy Audacious Goal) concept to write it down.
2. Implement Quarterly Planning
Don’t let the calendar dictate your strategy. Create quarterly offsites or “reset moments” where you review progress, set new priorities, and re-align the team.
3. Track Both Leading and Lagging Indicators
Financials are lagging indicators. Track leading ones too — such as NPS, employee engagement, or product development milestones — to keep a pulse on long-term health.
4. Build a Culture of Learning and Reflection
Encourage retrospectives, learning sessions, and space for deep work. Long-term thinkers ask more questions and rush less.
5. Use a Proven Operating System
Frameworks like EOS, OKRs, or Scaling Up (Rockefeller Habits) give structure to vision, meetings, priorities, and metrics. They bridge the gap between strategy and execution.
What I’d Do Again — and What I’d Do Differently
If I were to build another business today, I’d again prioritize long-term clarity, quarterly rhythm, and recurring revenue from the start. But one major thing I would do differently: I would make myself non-essential from day one.
Not because I wouldn’t want to be involved — but because I’d want the company to be scalable, system-driven, and independent of any one person, including the founder. This shift in mindset forces you to build real leadership, delegate early, and design a business that can thrive without you — which is ultimately the kind of business that grows, attracts top talent, and becomes saleable.
Final Thought: Play the Long Game
Short-term wins are exciting. But long-term wins are transformational.
If you’re building a SaaS company or a service firm, don’t let the urgency of the now drown out your vision for the future. Make long-term focus a discipline — not an afterthought.
It will make your business more valuable, more enjoyable, and more impactful.
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