Overcoming Organizational Resistance to Deliver Your Subscription Strategy

Sonia Mayer Director, Business Operations

The Nine Keys to Subscription Success

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PRICE   ACQUIRE   BILL   COLLECT  

NURTURE   ACCOUNT   MEASURE   ITERATE   SCALE  

Agenda  

1.   Marketwired  Introduc@on  

2.   Our  Business  Challenge  3.   Pricing  &  Packaging    4.   Scalable  Subscrip@on  Management  

5.   Wrap  Up  &  QA  

$100M  social  communica/ons  company  established  in  1983    providing  full-­‐service  online  and    offline  content  distribu/on  and  social  media  solu/ons.    

Over  400  employees  in  15    offices  across  four  con/nents.    100+  dedicated  to  Client  Support,  available  24/7,  in  mul/ple  languages.  100+  in  engineering  and  development.  

From  5,000  clients  five  years  ago    to  over  15,000  today,  including    60%  of  Fortune’s  top  50  companies  and  9  out  of  the  top  10  brands  on  Interbrand’s  Best  Global  Brands  2012.  Owned  by  OMERS  and  John  Hancock.  

What  do  clients  love  about  us?  •  Powerfully  simple  solu/ons  •  Measurable  results  •  Excep/onal  client  service  •  Constant  innova/on    

OUR  VISION:  TO  ADVANCE  THE  WAY  THE  WORLD  COMMUNICATES.  

Marketwired  

Business  Challenge  

Goal  

Challenge  

Launch  a  SaaS  based  social  communica@ons  plaRorm:  tradi@onal  wire  distribu@on  service  offering,  powered  by  our  social  media  monitoring  and  analy@cs  engine.    

1.  Transi@on  our  transac@onal  based  business  into  a  subscrip@on  model.  Price  guide  that  consisted  of  1200+  products  each  priced  uniquely,  some  with  fixed  versus  variable  costs,  available  in  mul/ple  currencies.    

2.  Deploy  a  scalable  subscrip@on  management  &  billing  infrastructure.  Smoothly  transi/on  our  customers  from  a  highly  customized  CRM,  fully  integrated  with  mul/ple  legacy  systems  /  billing  engines,  designed  to  support  a  transac/onal  business  model.    

Pricing  &  Packaging  Journey  

Pricing  &  Packaging  L e s s o n s   L e a r n e d  

L E S S O N   # 1  

Develop  your  first  subscrip/on  pricing  model  for  one  target  market  

L E S S O N   # 2  

Engage  cross-­‐func/onal  representa/ves  in  your  pricing  reviews  

L E S S O N   # 3  

Analyze  your  data,  recommend  a  model,  test  and  capture  more  data  

Scalable  Subscrip@on  PlaRorm  

O L D   W A Y   N E W   W A Y   F U T U R E   W A Y  •  1200+  products/SKUs  •  Pricing  changed  once  /  

year  •  Special  promo/ons  

required  updates  in  4  plaforms  

•  Direct  sales  force  •  Quo/ng    and  contrac/ng  

process  onerous  and  complex  

•  Customer  data  stored  in  mul/ple  applica/ons    

•  5  base  subscrip/on  offerings  

•  Pricing  changed  throughout  the  year  

•  Streamlined  quo/ng  process  focused  on  value  

•  Single  source  of  truth  for  customer  data    

•  Subscrip/on  analy/cs      

•  Free  trials  •  Online  purchase  with  click  

through  contracts  •  Pricing  flexibility,  ability  to  

gradually  transi/on  usage  charges  into  subscrip/on  fees    

•  Special  promo/ons  driven  by  Product  &  Marke/ng  

•  Advanced  subscrip/on  analy/cs      

Scalable  Subscrip@on  PlaRorm  L e s s o n s   L e a r n e d  

L E S S O N   # 1  

Review  and  re-­‐engineer  all  business  process  flows  

L E S S O N   # 2  

Determine  how  old  and  new  world  repor/ng  will  co-­‐exist  early  on  

L E S S O N   # 3  

Partner  with  your  vendor  to  design  subscrip/on  pricing  solu/ons  

Wrap  Up  

Emphasize  crawl-­‐walk-­‐run  model  

Business  model  is  changing,  engage  all  par@es  early  and  o^en  

Use  your  data  to  support  your  subscrip@on  strategy  and  iterate  

Q&A  

Thank  You!