Best Practice Report

Get Ready For The Subscription Business

Five Steps To Tap Into Recurring Revenue Streams

November 3rd, 2020
With contributors:
Pascal Matzke , Elitsa Kortenska , Diane Lynch


Subscriptions link the value propositions of customer usage and outcomes. To achieve this business model, you’ll need to reinvent innovation cycles, product development approaches, sales and marketing tactics, and customer support functions. There are many obstacles to this transformation — but it’s doable. This report outlines the capabilities that CIOs and tech decision-makers must master as well as the actions to take to navigate each phase of becoming an advanced subscription business.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.