A company can ensure its subscription service delivers ongoing value by starting with the wants and needs of its particular customer base and creating a service that delivers ongoing value. This will require a new organizational structure, a shift in the focus of the sales, marketing, and finance teams, and a new approach from IT. Despite the initial drop in revenue and rise in expenses, it will be more than worth it in the long run.
Subscription services have grown revenues 8X faster than the S&P500 and 5X faster than US retail sal...
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