As technology businesses transition to subscription models, marketers have been forced to rethink how they market through direct and partner channels due to the complexity in the customer purchasing process. To identify which marketing strategies fuel growth, we surveyed and interviewed some of the fastest-growing technology companies and industry leaders. We’ve distilled 1,000s of data points into top priorities for Technology Marketers to drive competitive advantage. 

This Report

Our report “A CMO’s Guide to Land and Expand in the Subscription Economy” lays out: 

• Why migrating to sustainable, recurring revenues through XaaS solutions is seen as mission-critical  
• Biggest challenges CMOs face in this transition 
• Three top priorities for Tech Marketers 
• Go forward actions for revenue transformation 

Select Insights 

• 86% of companies say their marketing efforts have become more complex with the pursuit of subscription revenue 
• 73% of respondents struggle with landing new customers with pressing imperatives to develop more customer-centric messaging
• 43% of companies plan to increase focus on measurement and analytics in the next 12 months