Technology Exchange Sessions The Shift to Recurring Revenue What Sales and Marketing Should Expect From the Tech Stack

The Shift to Recurring Revenue: What Sales and Marketing Should Expect From the Tech Stack

Speaker(s):  Jeff Clark, Robert Muñoz

Track(s): Winning at Technology Alignment

Focus: Operationalize

Priorities: Marketing Infrastructure; Marketing Data Management; Sales Reporting, Analysis and Intelligence

Organizations are increasingly moving from traditional perpetual-revenue models to subscription models because they want the benefits of a predictable revenue stream along with the low cost of entry, upgradability and scalability that buyers seek. Reaping those benefits requires changes, both to an organization’s offerings themselves as well as to how those offerings are sold, delivered and serviced. All these new business requirements have ramifications for the organization’s technology stack. This presentation will provide the following benefits:

For marketing:

  • Understand how the need to maintain communications throughout the customer lifecycle creates new business requirements for the marketing technology stack
  • Learn how recurring revenue models change marketing’s role in delivering superior customer experiences and measuring marketing’s impact on revenue contribution

For sales:

  • Discover the technical capabilities needed in sales planning and execution to support new requirements in pricing, incentive plans, quota setting, and pipeline and forecast management
  • Understand business requirements for delivering sales intelligence to support and grow a subscription revenue model