Product Management in a Subscription Economy
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Slide deck for Jonathon Moody's presentation at Ottawa ProductCamp 2015 on the latest in Customer Success and how it can help Product Managers understand use cases.
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Product Management in a Subscription Economy
- 1. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 1 Selling to Buying Nov. 2015 PM in a Subscription Economy: Introducing Customer Success ProductCamp Ottawa 2015 V0.1
- 2. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 2 Selling to Buying Who am I? Why do I care about Customer Success? INTRODUCTION https://twitter.com/jonathonmoody
- 3. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 3 Selling to Buying SUBSCRIPTION ECONOMY ▪ Move from Product based to Subscription based Economy ▪ Buy a DVD or get a Netflix subscription? ▪ Buy a CRM product or signup for Salesforce.com? ▪ Buy Adobe Photoshop or sign up for Adobe Creative Cloud? ▪ Internet of Things: Start with connecting objects then turn them into a service/bundle
- 4. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 4 Selling to Buying SUBSCRIPTION ECONOMY Source: Totango
- 5. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 5 Selling to Buying REVENUE MODEL ▪ Signup new clients in sales ▪ Bill monthly (or annual) ▪ Surprise: How Important is Sales? Source: Gainsight
- 6. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 6 Selling to Buying SALESFORCE.COM QUESTION
- 7. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 7 Selling to Buying “For every 1 percentage point increase in revenue retention, a SaaS company’s value increases by 12% after five years” Source: SaaS Capital CHURN ▪ Usage ▪ Features ▪ Competitive ▪ Barriers to entry/exit ▪ Client fit ▪ Branding ▪ Trends
- 8. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 8 Selling to Buying CHURN Source: SaaS Capital
- 9. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 9 Selling to Buying CHURN Source: SaaS Capital
- 10. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 10 Selling to Buying CHURN Source: SaaS Capital
- 11. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 11 Selling to Buying CUSTOMER SUCCESS ▪ Existing approach ▪ Reactive or Break/Fix ▪ Traditional Support Metrics/Models ▪ Success Measured: Cases Closed, Calls Handled, etc ▪ Example from ISP World ▪ Sign up for service and not use the service. ▪ Good at it! ▪ Do we need change? ▪ Where are we headed? ▪ Big data + SaaS Transforming visibility and approach ▪ Subscriptions + Contracts ▪ Leading vs. Trailing Indicators
- 12. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 12 Selling to Buying MEASURING SUCCESS Source: Gainsight
- 13. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 13 Selling to Buying MEASURING SUCCESS Source: Gainsight
- 14. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 14 Selling to Buying ▪ Not using the product… What happens? ▪ What is Success? ▪ How do I measure it? ▪ Strategic Imperative ▪ Revenue Attached THE REAL WORLD
- 15. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 15 Selling to Buying CUSTOMER SUCCESS PLATFORM ▪ Data -> Action ▪ Ongoing Measure of Relationship ▪ Real-time ▪ Role of a CSM ▪ Organizational Shift ▪ Leaders ▪
- 16. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 16 Selling to Buying PLATFORM Source: Forbes / Zuora
- 17. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 17 Selling to Buying LEARNING & CONNECTING THE DOTS ▪ What to do with data? ▪ Drips ▪ Walk Throughs ▪ Documentation ▪ Renewals ▪ Upsells ▪ Updates, Upgrades, Fixes, Marketing (Who manages?)
- 18. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 18 Selling to Buying PRODUCT MANAGEMENT ▪ Client Lifecycle ▪ Customization / Segmentation ▪ Speed ▪ Product Lifecycle ▪ Continual Development Source: Totango
- 19. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 19 Selling to Buying DISCUSSION Questions for the group: ▪ Has your organization moved to Subscriptions or SaaS? ▪ Has PM changed in your organizations as a result? ▪ Can current PM approaches work in a Subscription or SaaS environment?
- 20. CLIC K TO EDIT MAS TER TITL E CLIC K TO EDIT MAST ER TITL E 20 Selling to Buying Thank you www.versature.com