Cloud computing brings a paradigm shift in the software industry and changes the business model of software vendors (SV). Software as a service (SaaS), the most popular form of cloud computing, has been recognized as the fundamental change in the delivery, utilization, and management of software. While the transformation to SaaS requires changes within the organization, SVs must actively take action to attract customers to accept the SaaS business model, the so-called pull strategy. Drawing on the resource orchestration view, we propose that the antecedents (i.e., structuring cloud resources, developing service bundling capability, and leveraging cloud ecosystem) are related to the likelihood of an innovative SaaS, which, in turn, is associated with SaaS attractiveness to users. Our proposed research framework provides a guideline for SV to attract and persuade customers to adopt SaaS solutions actively.