"It's about hiring different kinds of people. It's about cancelling rent," Larichev said, adding some VARs have "big boardrooms. They don't go there any more. A lot of partners have training rooms. They should give them to a school." Most discussion about the impact of SaaS applications has centered on the effect subscription pricing has on cash flow. The CEO's discussion about the impact on facilities is the first time I have heard that point addressed publicly. Executives also talked about the hazards of being a new company in competing for deals. "The No. 1 reason we lose is brand recognition. The second reason is how big are you and much can I count on you being here for the next 10 years. The third is 'How many deals have you implemented.'" Other than making a lot of noise with effective marketing, the important element in getting over being new is time. It's about hanging in there.