B2B SaaS Firms often Miss Market Potential Due to Inadequate Marketing Discipline

Published: June 25, 2026 • Reading Time: 6 min read • Reporting: Intelligence Division

MARKIVIS founder Amit Khanduja reveals the reasons behind B2B SaaS companies' failure to claim their market potential in his new book. The book highlights the marketing discipline required to overcome these challenges.

Amit Khanduja, founder of MARKIVIS, a B2B marketing consultancy specializing in IT services and SaaS companies, has announced the publication of his new book. The book, titled Selling the Abstract, explores the reasons why companies with the best resources, people, and technology still lose deals to inferior competitors. It also discusses the marketing discipline required to fix this issue and help B2B SaaS companies reach their full market potential.