It's 2023, and the Subscription Economy continues to roll on. Every quarter, it seems, yet another CEO is announcing that 20%, 30% or 50% of their revenues will come from subscriptions within the next 3-5 years.
Readers of the Subscribed Weekly, of course, aren't surprised. Perhaps your company is already 100% recurring revenue, like Adobe. Perhaps the service you launched alongside your hardware has really taken off, like GoPro. Maybe your entire industry has made the shift, like The New York Times has.
But many of you are asking, "what comes next?" How do we build on the successes we've had, now that 20-80% of our future revenues are coming from existing customers? How do we not backslide into our old, transactional models? And of course, how do we wrangle with this slippery eel of an economy and figure out how to keep growing.
Whatever stage your company is in, I believe success in the Subscription Economy comes down to navigating Three Big Shifts: the shift towards customer relationships, a shift to dynamic monetization, and finally, a shift to a mindset that goes deeper, not bigger.
Let's dive in.
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