A very healthy and steady growth with black numbers might have triggered some overly ambitious and precocious plans to branch out to other platforms than the one that made Apttus to begin with; salesforce.com.
Whilst sensible strategically, it has led to greatly impact some of the the 4 P's to it's limits.
Product wise the core product and platform (SFDC) is losing ground rapidly in terms of new capabilities and updates as Dev team is struggling to develop new platform capabilities whilst staying relevant and innovative on the platform that built Apttus to begin with and, to date, remains the main provider of pipeline/revenue.
People; probably the most impacted as the previous sales leadership team that brought consistent success has been decapitated unceremoniously by new COO and his acolytes who are great advocates of Trump-like leadership (think " blind loyalty") and short of experience in our field. The sales leadership bloodletting was followed by a substantial unwanted attrition by great talents who are experiencing similar frustrations of an opportunity seemingly wasted at Apttus. The appointment moths ago of a Chief People officer with the given nickname "pink slip", confirmed and matched by truly ghastly behaviour and communications, was a substantial red flag.... T
The guy literally boasted about letting go of 500k people throughout his career during a conversation....
Price/Value ; Whilst celebrated in analyst reports, the same analysts also accurately depict an underlying problem and tendency at Apttus, perpetuated by enabling and empowering some individuals, of overselling and under-delivering which is cardinal sin in Enterprise SW sales and certainly in a pioneered space like middle office. Honesty goes further than posturing on the long run....
Process; another major growing pain (in any fast growing company) and further compounded by constant leadership and strategy changes. This has historically led to poor execution (eg we were told 4 weeks into our last quarter (!!) that we would switch CRM tools in the last month of the Fiscal Year - which was then cancelled 2 days later....if ever there was an example of shooting from the hip...). This is currently being "seriously" addressed by going in the opposite direction ie micro-management (tracking every single call/mail etc...) through a plethora of different/new tools.