046: How Subscription Models Help You Win, Keep, and Grow Customers with Mark Stiving
Release Date: 06/01/2021
053: Cybersecurity for Industry 4.0: the good, the bad and the ugly, with Rob Dyson
Enterprise Product Leadership
Today we have a fascinating conversation with Rob Dyson, someone with decades of experience in the security space and the current Global OT and IoT Security Services Business Development Leader at IBM! We have a wide-ranging conversation looking at the impacts of cyber security in Industry 4.0 transformations, the main drivers of cyber security risks in manufacturing, why security should never be relegated or de-prioritized, and how companies can go about building a strong culture of cyber security.
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052: Why Edge and AI hold the key to scaling Industry 4.0 with Jose Favilla
Enterprise Product Leadership
I have a fascinating show for you today that is part of my collaboration with IBM. My guest is Jose Favilla. Jose leads the global Industry 4.0 initiatives for IBM. And with over 30 years of experience in the field, Jose gives us a masterclass on Industry 4.0, including where it started, how it has evolved, where it is today, and where it is going
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051: Product Innovation and Jobs to Be Done with Tony Ulwick
Enterprise Product Leadership
Today we are joined by the pioneer of the Jobs-to-be-Done (JTBD) theory, the inventor of the Outcome-Driven Innovation (ODI) process, and the founder of Strategyn, Tony Ulwick.
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050: How to price new B2B products with Mark Stiving
Enterprise Product Leadership
Pricing your products is key to successful products. But what is the best pathway to finding you optimum prices?
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049: Continuous Discovery Habits with Teresa Torres
Enterprise Product Leadership
Today we are joined by expert discovery coach and prominent thought leader on the topic of product discovery, Teresa Torres!
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048: Losant's Journey from Idea to Successful Enterprise IoT company with Charlie Key
Enterprise Product Leadership
Today’s guest, Charlie Key, is the Founder and CEO of Losant, a leading development platform for IoT products and services. On this episode, Charlie shares plenty of insights into how Losant has achieved success, including key milestones that have shaped the company, the importance of having a customer-centric approach to innovation, the challenges of building enterprise-grade products, and how Losant has evolved to incorporate technologies like edge computing to better serve their customers.
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047: Behind the scenes of Workday’s product strategy with Connie DeWitt
Enterprise Product Leadership
Today we get an amazing insider's look at how Workday, one of the most successful enterprise software companies in the world, approach product strategy! To help us in this quest, I am joined by Connie DeWitt, Senior Vice President of Product Strategy Workday.
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046: How Subscription Models Help You Win, Keep, and Grow Customers with Mark Stiving
Enterprise Product Leadership
Transitioning to a subscription model is not easy but the challenge is worth it because SaaS products provide a host of benefits to both the companies that offer them and the clients they serve. Our guest for today is Mark Stiving, author of Win Keep Grow, and he joins us to share important insights from his book to help us learn the fundamentals of accelerating a subscription business. Mark kicks things off with a story about how he got interested in prices, and then we go on an exploration of the connection between pricing and value. From there, Mark talks about how he began to...
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045: Why Startups and Big Companies Struggle to Innovate with Steve Blank
Enterprise Product Leadership
The Lean Startup movement is integral to the foundation of modern entrepreneurship. Despite its proven success there are still many businesses, including both startups and established companies, that struggle to apply Lean principles and continue to build products through the waterfall approach. In today’s episode, we are joined by Steve Blank. In addition to being an author, entrepreneur, and professor, he is also widely recognized as an early father of the Lean Startup movement. In our discussion, Steve reflects on the current state of innovation in startups and enterprises and what can be...
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044: Behind the Scenes of Dolby’s new Cloud platform with Stephane Giraudie
Enterprise Product Leadership
What if developers could incorporate lifelike HD audio and video capability into any application they built so that users did not have to resort to third-party apps to communicate? This is precisely the service provided by Dolby’s new cloud-based audio, voice, and video API platform, Dolby.io. Today we speak to Stephane Giraudi, Senior Director of Cloud Communication at Dolby.io, to get a behind-the-scenes look at the audiovisual technology giant’s disruptive new offering. Stephane was previously the CEO of Voxeet, a company that enabled WebRTC with crystal clear 3D surround sound, audio,...
info_outlineTransitioning to a subscription model is not easy but the challenge is worth it because SaaS products provide a host of benefits to both the companies that offer them and the clients they serve. Our guest for today is Mark Stiving, author of Win Keep Grow, and he joins us to share important insights from his book to help us learn the fundamentals of accelerating a subscription business. Mark kicks things off with a story about how he got interested in prices, and then we go on an exploration of the connection between pricing and value. From there, Mark talks about how he began to study subscriptions, got fascinated by this model from a value perspective, and essentially combined his biggest aha moments into his new book. We go on a deep dive into some of the frameworks for understanding subscriptions Mark lays out in Win Keep Grow, looking firstly at how this model can be used to acquire and retain customers through renewals, but then also to expand through upgrades. We then get into the second framework which is all about how to take advantage of the expansion possibilities of subscriptions by using three different levers: market segments, pricing metrics, and packaging. In today’s conversation, listeners also get to hear Mark’s perspectives on the benefits and biggest challenges of transferring to a subscription model, before we wrap up with some top tips for companies looking to take the plunge. So for all this and more about how subscription models help you win, keep, and grow customers, tune in today!
Key Points From This Episode:
Introducing Mark, his education, and superpower of helping companies understand value.
Discussing the difficulty of pricing; toeing the line between seeming valuable versus arrogant.
Understanding the ‘acquisition, retention, expansion’ framework in Win Keep Grow.
Mark explains how the ‘three value levers’ framework in the book helps companies grow.
The ability that cloud companies have of using usage data to design tiered packages.
The use of the customer success department to SaaS companies and its functions.
Mark’s thoughts on why SaaS companies should be thinking about the benefits of their products.
Why subscription models benefit B2B companies: valuation, competition, and customer relations.
Challenges that companies face when transitioning to a subscription model.
Different models for compensating the sales team after transferring to a subscription model.
How companies can get better at getting their clients to not just renew but upgrade their subscriptions.
Using the ‘insurance company mentality’ when transferring to a subscription model.
Advice from Mark for product leaders considering transferring to a subscription model.
Links From Today’s Episode: