Summary
B2B organizations seeking to move toward a recurring revenue model often fall short of their aspirations, with growth either coming too slowly or sometimes not at all. Rather than taking time to assess and optimize the fitness of their end-to-end marketing operating model for a recurring revenue business, organizations often double down on existing approaches grounded in onetime revenue marketing practices. In this report, we identify what differentiates marketing in a recurring revenue business and offer guidance on how B2B companies should adapt their approach to drive stakeholder alignment, customer engagement, and business growth.
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