TECHNOLOGY INDUSTRY REPORT

A CMO’s Guide to Land and Expand Success in the Subscription Economy

Research, Insights and Actions for Technology Marketing Executives

The Changing Tech Landscape

As the majority of Technology businesses transition to cloud-based solutions, driving customer adoption and usage of new subscription–based and XaaS solutions has proven more and more complex for marketers. From the diversity of buyer personas to engage, the complexity of the customer journey to manage, or the amount of data to analyze, Tech marketers need to rethink how they deliver new revenues through direct and partner channels. The question becomes, what are the best strategies and tactics to land and expand clients in the new subscription economy?

Our Analysis

To identify which marketing strategies fuel subscription revenue growth, we surveyed and interviewed some of the fastest-growing technology companies and industry leaders. We’ve distilled 1,000s of data points into top priorities for Technology Marketers to drive competitive advantage.

This Report

Our report “A CMO’s Guide to Land and Expand in the Subscription Economy” lays out:

Why migrating to sustainable, recurring revenues through XaaS solutions is seen as mission-critical
Biggest challenges CMOs face in this transition
Three top priorities for Tech Marketers
Go forward actions for revenue transformation

Select Insights

86% of companies say their marketing efforts have become more complex with the pursuit of subscription revenue
Challenges range from aligning sales and marketing, adjusting investments, applying analytics, and penetrating new markets
50% of respondents are reworking channel programs and compensation while upskilling partners
73% of respondents struggle with landing new customers, frequently as a result of the need for diverse, persona-based messaging
43% of companies plan to increase focus on measurement and analytics in the next 12 months
…Download the report to read them all…

DOWNLOAD THE REPORT

CLICK FOR A GLANCE AT WHAT’S INSIDE

Recent content in the technology space

First of Its Kind Technology Industry Benchmark Report on How Marketers Are Navigating the Subscription Economy

May 10, 2021

MarketBridge announces the release of "A CMO's Guide to Land and Expand Success in the Subscription Economy," a Technology industry benchmarking report aimed at understanding the challenges, priorities, and go-forward actions of Technology Marketers as they transition to subscription solutions...

Webinar: 3 Priorities for Marketers to Win in the Subscription Economy

May 7, 2021

Watch our 30-minute on-demand webinar as our analysts review how top technology firms are rethinking traditional marketing tactics in the Subscription Economy during this massive transition.

A CMO’s Guide to Land and Expand Success in the Subscription Economy

April 16, 2021

We surveyed and interviewed some of the fastest-growing technology companies and industry leaders on their priorities to drive competitive advantage. This report answers Technology Marketer's most pressing question - "What are the best strategies and tactics to land and expand clients in the new subscription economy?" Our report lays out current challenges, future priorities and go-forward actions.

On-Demand Webinar: Sales Enablement Outlook 2021

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Watch the on-demand, 30-minute video where we cover how Tech leaders plan to enable sellers on new and innovative techniques in the post COVID-19 environment.

Sales Enablement Outlook 2021

December 11, 2020

MarketBridge conducted a survey to understand how and where sales enablement teams at Technology companies are adjusting their approaches to deliver superior results. Access our comprehensive benchmarking report summarizing our findings including three key sales enablement investment themes in the post-disruption environment.

Establishing a Customer Success Function Primed for Value Creation: Three Go-dos to Avoid Common Pitfalls in Tech

March 12, 2020

The biggest issue we see technology companies making today is using the investments in the CS role to define their CX strategy as opposed to defining their CX strategy and using the CS role as a critical enabler to that strategy. There are three very specific fail points when this occurs...

Building A Customer Experience Driven Culture for Revenue Success

February 12, 2020

Watch the on-demand, 30-minute webinar for live summary commentary and discussions around our Tech industry report “Building A Customer Experience Driven Culture for Revenue Success.” We cover 4 mandates to building the most effective Customer Experience oriented organization and give an inside look at companies at the forefront of delivering great experiences.

Building A Customer Experience Driven Culture for Revenue Success

November 14, 2019

The lines between a product and a service are blurring, making ‘stickiness’ more about service and experience than just product features alone. Breaking through the clutter is no longer about simply scaling a sales force or partner network to cover more customers and therefore product revenue, but rather enabling that coverage to deliver superior service.

5 Actions for Success in the XaaS Subscription Economy

October 4, 2019

In an on-demand, 30-minute webinar, Mike Kelleher and Brice Chaney, our technology vertical leaders, provide summary commentary and discussion around our report "5 Emerging Strategies to Win in the Subscription Economy."

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TECHNOLOGY INDUSTRY REPORT

A CMO’s Guide to Land and Expand Success in the Subscription Economy

Research, Insights and Actions for Technology Marketing Executives

The Changing Tech Landscape

Our Analysis

This Report

Select Insights

DOWNLOAD THE REPORT

CLICK FOR A GLANCE AT WHAT’S INSIDE

Recent content in the technology space

First of Its Kind Technology Industry Benchmark Report on How Marketers Are Navigating the Subscription Economy

Webinar: 3 Priorities for Marketers to Win in the Subscription Economy

A CMO’s Guide to Land and Expand Success in the Subscription Economy

On-Demand Webinar: Sales Enablement Outlook 2021

Sales Enablement Outlook 2021

Establishing a Customer Success Function Primed for Value Creation: Three Go-dos to Avoid Common Pitfalls in Tech

Building A Customer Experience Driven Culture for Revenue Success

Building A Customer Experience Driven Culture for Revenue Success

5 Actions for Success in the XaaS Subscription Economy

Who We Are

Who We Serve

Insights & Expertise

TECHNOLOGY INDUSTRY REPORT

A CMO’s Guide to Land and Expand Success in the Subscription Economy

Research, Insights and Actions for Technology Marketing Executives

The Changing Tech Landscape

Our Analysis

This Report

Select Insights

DOWNLOAD THE REPORT

CLICK FOR A GLANCE AT WHAT’S INSIDE

Recent content in the technology space

Who We Are

Who We Serve

Insights & Expertise

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