Chart Your Course Report

Chart Your Course To Selling Subscription Infrastructure Successfully

Learn The Key Functional Changes To Drive Customer Value And Business Success

January 22nd, 2024
With contributors:
Lauren Nelson , Amy Bills , Seth Marrs , Octavio Garcia Granados , Andre Kindness , Eleanor Theriault , Caroline Bonde , Drew Zalucky


Tech hardware vendors are focusing on a new business model that features as-a-service and subscription elements to compete with public cloud offerings and drive topline growth. They expect the subscription model will provide customers with the value they are seeking — tech spending aligned with business needs and the ability to free up resources to focus on core competencies — which, in turn, drives a predictable and renewable revenue stream. The transition to this business model requires investments in all business functions. In this report, we lay out the organizational shifts and functional changes required for a successful pivot.

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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.