How to create optimal conditions for b2b subscription success

At the recent meet up for subscription leaders, our group listened to 3 approaches to create optimal conditions for b2b subscription success – across pricing, product and data.

“The End to End” – how a pricing leader lands new pricing in the market

The end to end process involves checking each link in the chain is ready – essentially, do you have a green or a red light to make change happen. If any part of the chain is not primed for a change in product and price, then the initiative will fail.

This pricing leader “walks” through her organisation, from the product team, all the way through to the teams who face the customer. In a big picture view of an organisation, this means engaging with new product development<>product marketing<>commercial teams. In reality, there are likely to be a few more teams to factor in.

“The Pressure Point” – how a product leader targets pricing using health scores

“The pressure point” approach takes a view of product engagement, as well as customer perspectives like core versus non-core customers, and market conditions such as consolidation and intensity of competition.

Using a product health scorecard, she weighs up the relevant pricing approach to protect and grow her installed base. In this way, she is looking for optimal pricing and retention strategies across various product lines.

“The Watermelon” – how a data leader improves visibility of lifetime value

“The Watermelon” is about improving forecasts for renewable business, by revealing the red flags hiding inside the green casing – hence, the watermelon.

Using a combination of data points from team interaction and customer engagement, this data leader is adding a data information layer to counter balance opinions and judgement calls made in commercial forecasts. She is also looking to gain insights into red flags earlier in the renewal lifecycle to pre-empt risk and maximise opportunity.

If you are leading teams in an established subscription brand – and would like to use the Substribe expert network to work through a challenge – get in touch.

andy@substribe.co