Expert roundtable: Why SaaS is winning the future of digital experience platforms
Key Takeaways
- SaaS DXPs are gaining ground because they help marketing teams move faster with less operational complexity.
- Built-in security, compliance, and automated management make SaaS a lower-risk option for organizations with limited IT resources.
- Predictable subscription pricing and lower maintenance demands make SaaS easier to budget for and scale over time.
- Modern SaaS platforms combine agility with flexibility through API-first architecture, composable capabilities, and regular updates.
- The shift to SaaS reflects a broader strategic move from managing infrastructure to delivering better digital experiences faster.
SaaS is no longer just a deployment option; it’s a strategic decision that defines how marketing teams operate. From security and scalability to agility and cost control, there’s plenty of reasons why the shift to SaaS for digital experience platforms (DXPs) is accelerating. But SaaS isn't one-size-fits-all. To uncover the real-world trade-offs and motivators shaping today’s decisions, we asked industry experts to weigh in. What’s driving adoption? Where does SaaS shine—and where does it need nuance? And what does this shift mean for marketers looking to move faster and scale smarter?
Speed, scale, and simplicity: the new SaaS trifecta
Modern marketing moves fast, and the platforms behind it need to keep up. Time-to-market, flexibility, and ease of management are now essential DXP criteria.
“Customers’ key motivators for choosing SaaS over private cloud are usually a mix of factors, but time-to-market and ease of management often top the list. SaaS allows faster deployment, less maintenance overhead, and quicker access to new features.”
“SaaS offers speed, scalability, and simplicity—critical in a landscape where marketing agility often defines success. Most brands don’t have the time—or appetite—to maintain custom infrastructure when SaaS delivers 80% of what they need at 20% of the effort.”
SaaS solutions like Xperience by Kentico are designed for this new reality. With built-in automation, automatic updates, and intuitive UX for marketers, they drastically reduce the distance between ideas and execution. This gives teams the freedom to focus on creativity, not complexity.
Built-in security, minus the IT burden
For many organizations, especially those with sparse IT teams, the value of SaaS starts with peace of mind. There's less infrastructure to manage and more security by default.
“Simplicity and security are the two largest drivers for SaaS. Even if an organization has the expertise to manage infrastructure, they may not be able to ensure it’s secure. If the SaaS provider is certified and compliant, it’s just easier and less risky.”
“Customers like the assurance SaaS offers. Kentico provides more sophisticated deployment capabilities than customers could manage on their own—like zero-downtime upgrades and WAF configuration. These details really matter in production.”
With Xperience by Kentico, security isn’t an afterthought. From SOC 2 compliance to advanced WAF and automated disaster recovery, it’s all part of the service. There are no surprise fees, no hidden complexity for security features, just enterprise-grade protection, by default.
Economics and predictability: SaaS by the numbers
Budgeting for DXPs used to mean capital investment, costly upgrades, and maintenance overhead. SaaS flips that model, with predictable pricing and lower total cost of ownership.
“The benefit with SaaS versus private cloud is the predictable subscription model. You get lower upfront costs, built-in maintenance, and can commit on flexible terms. That’s a huge win for marketing teams navigating tight timelines and tighter budgets.”
“SaaS generally offers lower upfront costs and a more predictable pricing model. For many, that’s more appealing than the capital and operational expenses of managing a private cloud setup.”
Xperience by Kentico’s pricing is fully transparent, with no surprise costs for scaling, storage, or support. Cloud Levels offer a clear roadmap for growth—so as your experience expands, your platform keeps up.
Freedom to adapt: innovation without the infrastructure
SaaS used to be framed as a trade-off between flexibility and convenience, but that’s changing fast. Today’s SaaS solutions offer rapid innovation and room to grow.
“We’ve seen more and faster innovation in SaaS. It’s quicker to get rolling than private cloud and easier to trial new tech. For MarTech, which evolves fast, that agility is critical.”
“Marketers are embracing SaaS because they want less technical friction and more freedom to create. That’s why we designed Xperience by Kentico SaaS to deliver both agility and adaptability—with built-in security, scalability, and automatic updates.”
Need integration flexibility? Xperience by Kentico supports API-first architecture, composable components, and scheduled updates. This gives marketing and IT teams control without infrastructure headaches.
Strategic shift: from platform ownership to marketing momentum
Beyond features and pricing, SaaS reflects a broader mindset shift—from managing software to delivering experiences.
“For many customers, SaaS means momentum. It enables teams to focus on delivering value, not managing platforms. It’s not just a tech choice—it’s a strategic one.”
“SaaS gives teams the confidence that their DXP is being managed by experts—so they can focus on internal priorities. That’s a big win as tech stacks get more complex and IT teams face growing demands.”
Of course, SaaS isn’t always the perfect fit. Complex compliance requirements, deep integrations, or existing infrastructure investments may justify private cloud or hybrid approaches.
“SaaS isn’t always the best fit. Agencies with their own infrastructure, niche compliance needs, or cost concerns may lean toward private cloud. The right choice balances convenience, control, and long-term scalability.”
“SaaS allows fast deployment, but governance is key. Easy onboarding can lead to fragmented tech stacks or policy violations if not properly managed. Organizations need strong oversight to ensure security and consistency.”
That’s why Xperience by Kentico offers clarity; whether through built-in compliance, or flexible update controls. It’s SaaS that adapts to your business, not the other way around.
The future of DXPs is flexible, fast and SaaS-powered
The takeaway from our experts is clear: SaaS is more than a hosting model. It enables agility and improved marketing performance.
Whether you're scaling fast or seeking simplicity, opting for a SaaS DXP like Xperience by Kentico gives your teams the tools they need without the complexity.
Download our ebook, Future-proof your business: a practical guide to SaaS success, to learn more about how Xperience by Kentico SaaS can help your business grow faster.
