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

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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…

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CLICK FOR A GLANCE AT WHAT’S INSIDE

Recent content in the technology space

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

May 7, 2021

Watch our 30-minute 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

February 8, 2021

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.

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."

Leveraging Channel Partners as Your Frontline to Sales Agility

August 26, 2019

As the technology industry landscape continues to shift towards…

5 Emerging Growth Strategies to Win in the Subscription Economy

August 7, 2019

For many Tech enterprises, the move from on-prem hardware/software sales to a subscription-based model has sales and marketing teams rethinking their go-to-market methodologies. To identify which strategies will move the needle, you need in-depth market research on top tech contenders, market issues and pressing challenges.

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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

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

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

Leveraging Channel Partners as Your Frontline to Sales Agility

5 Emerging Growth Strategies to Win in the Subscription Economy

We Can Help Breakthrough

Subscribe to Our Insights

Read Our Latest

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Who We Serve

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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

We Can Help Breakthrough

Subscribe to Our Insights

Read Our Latest

Who We Are

Who We Serve

Insights & Expertise

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