There are 3 critical data feeds for the guidance system of b2b subscriptions.
The data is powerful, identifying hot (and not hot) spots of growth in product, teams and customers.
The essence of the data is a blend of belief, reality, and hope.
Too powerful to ignore when put like that.
But easy to dismiss when labelled revenue, usage and sentiment.
The reflex is to say, “we already have that.”
But…is that true?
In the past, it was tempting to think of revenue, usage and sentiment as an internal metric for a subscription business.
Applicable to some teams and not others.
But these data points are the results of an external perception of value – from the customer.
Here’s my argument about why the data links to powerful human emotions. Why they are the key to crack the code.
Belief: How much is your customer spending on your service this year, in expectation of value?
Reality: How are they using your service to extract value today?
Hope: What do they need in the future to mine your service for more value?
Guidance system / dependency
The guidance system requires measurement of customer value:
1. Belief / value expected / revenue / segmented to a level where patterns are visible
2. Reality / value extracted / usage / relevant to key users
3. Hope / value desired / sentiment / categorised to inform future direction
Also the guidance system requires people who understand what to do with the intelligence.
I maintain you can’t create a high performance culture without a high performance mindset.
If you are a subscription business with cross functional teams who are not aligned to customer value or revenue retention – then you don’t got high performance.
Substribe works with subscription leaders to target areas of growth and risk, reboot cross functional teams performance, and better connect with their customers.