From Transactional to Relational—The Subscription Business Model (Part One)

From Transactional to Relational—The Subscription Business Model (Part One)

May 13, 2022, 3:00 pm -
4:00 pm

CPE: 1

The world is moving from products and services to subscriptions, favoring access and transformations over ownership and deliverables. The advantages to a subscription model are many, including: Predictable revenue; not selling services, but creating annuities with a lifetime value that far exceeds whatever you paid to acquire them; the customer relationship is at the center of the firm; not pricing a product or service, but rather transformations, peace of mind, and convenience; and you can predict demand, cash flow, and capacity more effectively.

Learning Objectives:

  • Brian Kelly’s experience with transitioning to subscription
  • Moving current and new customers to subscription
  • Dealing with one-off projects and protecting against scope creep
  • Designing payment terms
  • Effects on customer relationship and trust
  • New metrics and accounting information to represent the economics of a subscription business
  • The three types of adoption approaches to creating a subscriber base


Ed Kless


Sr. Director of Partner Development & Strategy

Ronald J. Baker

The Soul of Enterprise

Radio Talk-Show Host

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