Unlocking future value in b2b subscriptions

Future Value: the performance key to unlock b2b Subscription Growth

Subscription leaders, investors and customers, let’s talk about what really drives sustainable growth.

Why Future Value Matters

• You must have seen it: the endless race to add features, hoping it’ll justify price hikes.
  • The pricing lever is incredibly effective, and in annual subscriptions there’s a lag before customers expect to see actual value materialise.
  • But there is a crystal clear expectation of value. And often times, features miss the mark on real customer needs.
• Future value is about cutting through the noise. It’s about aligning your entire organisation on what truly matters – solving tomorrow’s problems for your customers.
  • How are your customer’s setting out their strategic plans? What informs their performance indicators, how are they measured and rewarded?
  • Companies invest most in the new business teams. When these teams sell to acquire customers a lot of brilliant discovery is happening. But that knowledge often doesn’t permeate into the rest of the organisation.
  • The harsh truth is that value leaks out of organisations the moment a customer signs the order form.
• It’s not just about what you can sell today, but how you can create lasting impact for your customers in the years to come.
  • Despite appearances on Linkedin, not everyone knows what the future will hold. So a sensible approach is to be in lock step with your customers to discover how useful your solution is today and what needs to change to make it critical tomorrow.
  • Genuine growth companies don’t leave this critical step out – NPS surveys and sales conversations aren’t enough to mine for future value.

Shifting the Mindset

• What if a results first mindset has unintended consequences? Turn arounds in annual subscriptions take a couple of years – this means it’s like having to burn money to build a subscription all over again.
• A performance mindset involves moving beyond “What new features can we add?” to “How can we solve our customers’ future challenges?” with the litmus test being – can we measure our customer’s results?
• This isn’t just product development – it’s about evolving your entire value proposition to stay relevant and indispensable – how can you be the knowledge destination of choice in a world where trusted information is getting harder to find?
• Solving problems for customers is a paradigm shift that resonates deeply with customers and drives long-term growth and loyalty – but everyone says they’re doing it. So becoming as one with customers is critical.

Unlocking Future Value

• Picture this if you will: a focused, 4-week sprint that brings your best minds together.
• Week 1: Align your cross-functional team on future possibilities.
• Weeks 2-3: Deep dive conversations with target customers, focusing on their future needs and aspirations.
• Week 4: Synthesise insights into a clear action plan that drives real, lasting value.

Customer-Centricity operating system upgrade

• This is about truly understanding the trajectory of your customers’ businesses.
• We’re not just solving today’s problems – we’re anticipating and preparing for tomorrow’s challenges.
• It’s a continuous process of learning, adapting, and staying one step ahead of market shifts.

The Future Value Proposition

• For leaders: It’s about steering your company towards sustainable growth and an unshakeable market position.
• For investors: It’s about identifying companies with true staying power and growth potential.
• For customers: It’s about partnering with companies who are on a mission to deliver you a must have solution
• For all: It’s a strategic approach that drives innovation, strengthens customer relationships, and creates evergreen value.

Focusing on future value is reshaping how top B2B subscription companies approach growth and customer relationships.

It’s not about aiming where the market is now, but where it’s going to be.

It’s not just another business strategy – it’s a fundamental shift in how we think about and deliver value in our industry.

The key?

Actually putting this into practice.

It’s about having those crucial conversations, testing ideas, and continuously aligning your offerings with your customers’ future needs.

At Substribe, we’ve been helping teams uncover and create future value since 2018.

Want to see how this approach could transform your business?

Get in touch!