Sonia Mayer discusses overcoming organizational resistance to implementing a subscription strategy. Some key challenges included transitioning from a transactional model with over 1,200 unique products priced in multiple currencies to a subscription model with standardized packages. Lessons learned included starting with a single target market, engaging cross-functional teams, analyzing data to test pricing models, reviewing all business processes, and determining how to integrate new and old reporting systems during the transition. The presentation provides advice on taking a gradual "crawl-walk-run" approach to change and using customer data to continually refine the subscription strategy.

1. Overcoming Organizational Resistance
to Deliver Your Subscription Strategy
Sonia Mayer
Director, Business Operations

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

3. Agenda
1. Marketwired
Introduc@on
2. Our
Business
Challenge
3. Pricing
&
Packaging
4. Scalable
Subscrip@on
Management
5. Wrap
Up
&
QA

4. $100M
social
communica/ons
company
established
in
1983
providing
full-­‐service
online
and
offline
content
distribu/on
and
social
media
solu/ons.
Over
400
employees
in
15
offices
across
four
con/nents.
100+
dedicated
to
Client
Support,
available
24/7,
in
mul/ple
languages.
100+
in
engineering
and
development.
From
5,000
clients
five
years
ago
to
over
15,000
today,
including
60%
of
Fortune’s
top
50
companies
and
9
out
of
the
top
10
brands
on
Interbrand’s
Best
Global
Brands
2012.
Owned
by
OMERS
and
John
Hancock.
What
do
clients
love
about
us?
• Powerfully
simple
solu/ons
• Measurable
results
• Excep/onal
client
service
• Constant
innova/on
OUR
VISION:
TO
ADVANCE
THE
WAY
THE
WORLD
COMMUNICATES.
Marketwired

5. Business
Challenge
Goal
Challenge
Launch
a
SaaS
based
social
communica@ons
plaRorm:
tradi@onal
wire
distribu@on
service
offering,
powered
by
our
social
media
monitoring
and
analy@cs
engine.
1.
Transi@on
our
transac@onal
based
business
into
a
subscrip@on
model.
Price
guide
that
consisted
of
1200+
products
each
priced
uniquely,
some
with
fixed
versus
variable
costs,
available
in
mul/ple
currencies.
2.
Deploy
a
scalable
subscrip@on
management
&
billing
infrastructure.
Smoothly
transi/on
our
customers
from
a
highly
customized
CRM,
fully
integrated
with
mul/ple
legacy
systems
/
billing
engines,
designed
to
support
a
transac/onal
business
model.

6. Pricing
&
Packaging
Journey

7. Pricing
&
Packaging
L e s s o n s
L e a r n e d
L E S S O N
# 1
Develop
your
first
subscrip/on
pricing
model
for
one
target
market
L E S S O N
# 2
Engage
cross-­‐func/onal
representa/ves
in
your
pricing
reviews
L E S S O N
# 3
Analyze
your
data,
recommend
a
model,
test
and
capture
more
data

8. Scalable
Subscrip@on
PlaRorm
O L D
W A Y
N E W
W A Y
F U T U R E
W A Y
• 1200+
products/SKUs
• Pricing
changed
once
/
year
• Special
promo/ons
required
updates
in
4
plaforms
• Direct
sales
force
• Quo/ng
and
contrac/ng
process
onerous
and
complex
• Customer
data
stored
in
mul/ple
applica/ons
• 5
base
subscrip/on
offerings
• Pricing
changed
throughout
the
year
• Streamlined
quo/ng
process
focused
on
value
• Single
source
of
truth
for
customer
data
• Subscrip/on
analy/cs
• Free
trials
• Online
purchase
with
click
through
contracts
• Pricing
flexibility,
ability
to
gradually
transi/on
usage
charges
into
subscrip/on
fees
• Special
promo/ons
driven
by
Product
&
Marke/ng
• Advanced
subscrip/on
analy/cs

9. Scalable
Subscrip@on
PlaRorm
L e s s o n s
L e a r n e d
L E S S O N
# 1
Review
and
re-­‐engineer
all
business
process
flows
L E S S O N
# 2
Determine
how
old
and
new
world
repor/ng
will
co-­‐exist
early
on
L E S S O N
# 3
Partner
with
your
vendor
to
design
subscrip/on
pricing
solu/ons

10. Wrap
Up
Emphasize
crawl-­‐walk-­‐run
model
Business
model
is
changing,
engage
all
par@es
early
and
o^en
Use
your
data
to
support
your
subscrip@on
strategy
and
iterate

11. Q&A
Thank
You!