Informatica - Ron Papas, SVP Subscriptions Nintex - Ryan Duguid, VP Product Management Are you looking to transition your traditional software business to the subscription economy but aren't sure how? Come hear from two on-premise software providers about how their companies are making the, and the lessons they learned.

1. How I Shifted My Business One
Subscription at a Time
Ron Papas
SVP Subscription Sales
Ryan Duguid
VP of Product Management

2. The Nine Keys to Subscription Success
$
PRICE
ACQUIRE
BILL
COLLECT
NURTURE
ACCOUNT
MEASURE
ITERATE
SCALE

3. How I Shifted My Business One
Subscription at a Time
Ron Papas
SVP Subscription Sales

4. Agenda
1. Informa<ca
Company
Introduc<on
2. How
Informa<ca
Uses
Zuora
3. Our
Top
Subscrip<on
Essen<als
4. Lessons
Learned
5. Wrap
Up
&
QA

5. Informa<ca
Company
Intro
• World’s
#1
provider
of
Data
Integra6on
So8ware
• Over
5,000
Enterprise
So8ware
and
2,000
Cloud
Customers
• Cloud
solu6ons
for
Applica6on
integra6on
&
Data
Quality
• Voted
“
Best
Integra6on
Product”
on
AppExchange
last
5
years
• Q2
2013
So8ware
Revenue
$91.4M
• $80.1M
License
(18%
YoY
growth)
• $11.3M
Subscrip6on
(70%
YoY
growth)

6. How
Informa<ca
Uses
Zuora
Idea
to
Launch
in
4
Weeks!

7. Our
Top
3
Essen<als
Informa(ca
uses
pricing
and
packaging
as
a
compe((ve
differen(ator.
Usage
based
pricing
allows
us
to
reach
more
partners
&
SMB
customer
by
offering
them
maximum
pricing
flexibility.
Informa(ca
tradi(onally
sold
enterprise
soCware
to
global
5,000
companies.
With
our
Cloud
offerings,
we
are
now
able
to
target
and
acquire
new
customers
of
all
sizes
and
greatly
broaden
our
market
opportunity.
1 2
P R I C E ,
A C Q U I R E ,
S C A L E
Given
the
lower
ASP
for
our
Cloud
offerings
(star(ng
at
$99/month),
we
needed
to
implement
scalable
processes
for
everything
from
Demand
Genera(on,
to
Customer
Acquisi(on
to
Sales
Opera(ons
&
Renewals
3

8. Subscrip<on
Essen<al
:
Price
I n f o r m a t i c a P r i c i n g & P a c k a g i n g J o u r n e y
We
ini6ally
launched
with
a
freemium
model
Free
Data
Loader
Edi<on
Based
Pricing
Model
We
introduced
4
Edi6ons
from
$18K
to
$96K/yr
Informa<ca
Cloud
Express
Usage
based
pricing
filled
gap
between
FREE
and
$18K/Yr
ELA’s
Some
Customers
may
prefer
to
sign
an
ELA
to
get
maximum
flexibility
&
preferred
terms

9. Subscrip<on
Essen<al
:
Acquire
W e
a d d e d
>
2 , 0 0 0
n e w
C l o u d
c u s t o m e r s ! !
Self-­‐Service
• Freemium
• Express
$99+
Direct
• Corporate
• Enterprise
Channel
• Sourced
• Resellers
• OEM

10. Subscrip<on
Essen<al
:
Scale
S c a l a b l e
s y s t e m s
a n d
p r o c e s s e s
n e e d
t o
b e
i m p l e m e n t e d
u p f r o n t
o r
v e r y
s o o n
a 8 e r
l i 8 o ff
• Demand
Gen
Machine
• Frequent
product
itera<ons
• Scalable
CRM
System
• Self-­‐Service
model
for
Freemium
&
Express
offerings
• Customer
Success
Team
• Separate
Renewals
Team

11. Lessons
Learned
Point
1:
B E S T
P R A C T I C E S
Point
2:
Point
3:
Everything
is
different
in
a
Cloud/Subscrip6on
business
Product,
Sales,
Marke6ng,
Customer
Success,
Opera6ons…
You
need
to
setup
a
separate
team
to
get
started
Recurring
revenue/Renewals/Customer
Success
are
the
lifeblood
of
the
business
Don’t
be
afraid
to
experiment!
You
need
to
constantly
innovate
and
iterate
(product
as
well
as
pricing/packaging)

12. How I Shifted My Business One
Subscription at a Time
Ryan Duguid
VP of Product Management

13. The
Nintex
Journey
Beginning
A U T O M A T I N G
E V E R Y D A Y
P R O C E S S E S
Growing
Accelera<ng
Born
out
of
a
system
integrator
that
saw
an
opportunity
Created
clear
value
for
partners
and
customers
Focused
on
growing
channel
Over
5000
customers
and
nearly
50%
of
the
fortune
500
Supported
by
a
network
of
over
800
partners
in
90
countries
Recognized
as
the
#1
ISV
on
Microso8’s
SharePoint
planorm
Major
investment
from
TA
Associates
and
Updata
Partners
Rapidly
expanding
sales,
marke6ng
and
R&D
(we’re
hiring!)
Taking
workflow
to
everyone,
everywhere,
all
the
6me

14. Living
In
Denial

15. Hoping
For
A
Solu<on

16. Star<ng
The
Journey

17. Choosing
The
Variables

18. Working
The
Numbers

19. Deba<ng
The
Results

20. Launching
The
Service

21. How
Nintex
Uses
Zuora
Background
P L A T F O R M
O V E R V I E W
Business
Model
The
Challenge
Running
Great
Plains
and
Dynamics
CRM
Licensing
and
billing
built
on
our
own
planorm
Far
too
many
SKUs
On
premise
enterprise
so8ware
vendor
Majority
partner
driven
through
a
network
of
VARs
Minimal
direct
sales
to
larger
customers
We
needed
a
billing
planorm
to
manage
a
wide
variety
of
pricing
strategies
across
a
diverse
and
growing
customer
base
and
we
had
a
very
short
6me
frame
to
get
it
in
place.
The
planorm
would
have
to
support
one
6me
charges,
fixed
recurring
charges
and
variable
costs.
We
also
had
to
migrate
our
exis6ng
annuity
contracts.

22. Our
Top
3
Essen<als
P R I C E ,
M E A S U R E ,
I T E R A T E
The
move
to
the
cloud
offers
new
opportuni(es
to
mone(ze
our
offerings.
Nintex
uses
pricing
and
packaging
to
provide
customers
with
greater
flexibility,
and
to
ensure
that
we
can
constantly
deliver
and
mone(ze
new
capabili(es.
To
ensure
we’re
building
differen(ated
products
at
the
right
price,
Nintex
needs
to
accurately
measure
every
aspect
of
the
business.
Whether
we’re
looking
at
MRR,
product
mix,
or
upsell
opportunity,
we
need
(mely
access
to
accurate
informa(on.
1 2
Once
you’re
pricing
is
released
and
you
start
to
measure
the
impact,
you’re
going
to
find
areas
that
can
be
fine
tuned.
For
Nintex,
the
ability
to
rapidly
iterate
on
pricing
as
well
as
product
is
cri(cal
to
ensure
that
we
keep
our
customers
happy
and
grow
our
business.
3

23. Subscrip<on
Essen<al
:
Price
N i n t e x
P r i c i n g
&
P a c k i n g
J o u r n e y
We
are
launching
with
a
per
user
pricing
model
A
new
way
to
pay
Buy
what
you
need
The
Nintex
Store
provides
a
new
way
of
mone6zing
innova6on
Trial
is
cri<cal
30/60/90
day
plan
Hybrid
support
Op6ons
for
our
customers
who
live
in
a
hybrid
world

24. Subscrip<on
Essen<al
:
Measure
W A T C H I N G
O V E R
O U R
B U S I N E S S
Today:
Lots
of
effort
to
track
the
numbers
and
hard
to
spot
issues.
No
visibility
in
to
how
our
products
get
used.
Tomorrow:
Real
<me
insights
in
to
MRR,
upsell
opportuni<es,
and
churn.
Constant
feedback
on
how
customers
are
using
our
products.

25. Subscrip<on
Essen<al
:
Iterate
G E T T I N G
I T
R I G H T
W I T H
T I M E
Pricing
v1.0
Pricing
v2.0
Pricing
v3.0

26. Lessons
Learned
Start
early
B E S T
P R A C T I C E S
Seek
input
Ship
it
The
longer
you
put
it
off,
the
more
painful
it
gets
Get
buy
in
from
across
your
business
Do
your
homework
and
connect
with
others
Recognize
that
only
you
know
what’s
right
for
your
business
Gerng
it
done
is
more
important
than
gerng
it
perfect
Release,
experiment,
measure,
iterate

27. Q&A
Thank
You!