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Scaling Sales & Billing Operations in the Subscription Economy (Accelerate East)
1. Scaling
Sales
and
Billing
Opera;ons
in
the
Subscrip;on
Economy
Guillaume
Vives
SVP,
Product
&
Professional
Services
@gyvives
1
Zuora confidential, shared under non-disclosure and subject to disclaimer notice
2. In
The
Subscrip;on
Economy,
Focus
Is
On
Rela;onships
BUY NOW
Product
2
SUBSCRIBE
Relationships
Zuora confidential, shared under non-disclosure and subject to disclaimer notice
3. The
Quote
to
Cash
Process
in
the
Subscrip;on
Economy
Traditional one-time charge economy
Quo$ng
Ordering
Fulfillment/
Shipping
Invoicing
Payment/
Collec$on
Accoun$ng
What is different with the Subscription Economy?
Invoice
Payment
Invoice
Invoice
Quote
Order
Payment
Payment
Subscrip4on
Revenue
event
Upsell
Upsell
Upsell
Order
Order
Revenue
event
Revenue Recognition
Revenue
event
Order
Provisioning
3
Zuora confidential, shared under non-disclosure and subject to disclaimer notice
4. Quote
to
Cash
to
Accoun;ng
in
the
Subscrip;on
Economy
Invoice
Payment
Invoice
Invoice
Quote
Order
Payment
Payment
Subscrip4on
Revenue
event
Upsell
Upsell
Upsell
Order
Order
Revenue
event
Revenue Recognition
Revenue
event
Order
Provisioning
Sales Ops
(aka Front End)
4
Billing Ops & Revenue Ops
(aka Back End)
Zuora confidential, shared under non-disclosure and subject to disclaimer notice
5. Two
Sides
of
the
Same
Coin
Subscription
Sales
Operations
•
•
•
•
•
•
5
Quoting
Ordering
Sales Commission
Subscription Management
Provisioning
Upsells
Billing & Revenue
Operations
•
•
•
•
Invoicing
Collection/Payment
Churn Prevention
Revenue Recognition
Zuora confidential, shared under non-disclosure and subject to disclaimer notice
6. Two
Sides
of
the
Same
Coin
Sales
Operations
•
•
•
•
•
•
6
Quoting
Ordering
Sales Commission
Subscription Management
Provisioning
Upsells
Zuora confidential, shared under non-disclosure and subject to disclaimer notice
7. Sales
Opera;ons:
The
Fundamental
Changes
Your
Sales
Organiza;on
1
2
Con4nuous
Revenue
Increase
of
Install
Base
3
7
Reducing
cost
of
sales
Op4mizing
Sales
Team
for
Max
Efficiency
Zuora confidential, shared under non-disclosure and subject to disclaimer notice
8. Sales
Opera;ons:
Sales
Compensa;on
How
do
you
pay
your
sales
reps?
Dimensions
Available:
What
are
your
business
objec;ves?
How
do
you
deal
with
churn
or
downsell?
ACV
on
bookings
or
collec$ons
is
a
good
base
for
the
compensa$on
plan.
ACV
TCV
Contracted
Ramp
Long-‐term
success
&
commitment?
Upsell
TCV,
upsells,
and
renewals
are
good
elements
of
a
compensa$on
plan.
Usage
/
Overage
8
Market
Capture?
COO
Zuora confidential, shared under non-disclosure and subject to disclaimer notice
9. Sales
Opera;ons:
Systems
and
Automa;on
Marke$ng
Automa$on
Freemium
Website
Marke$ng
Online
Sign-‐up
&
Account
Mngmnt
Quo$ng
automa$on
CRM
CPQ
9
Big
Data
Usage
Analysis
Provisioning
Trend
&
PaNern
of
Usage
Provisioning
En$tlement
Zuora confidential, shared under non-disclosure and subject to disclaimer notice
10. Sales
Opera;ons:
The
Metrics
That
MaPer
•
•
10
Cost
of
Sales
Ops/Sales
– From
1/2
to
1/12
Opera4onal
Metrics
– Web
visits
to
hand
raise
– Hand
raise
to
opportunity
(Freemium?)
– Qualified
Freemium
users
– Opportunity
to
close
– Upsell,
Add-‐ons:
MRR
growth
per
customer
– ACV;
TCV;
Contracted
Ramp
– Down-‐sell
and
Churn
Awareness to Hand
Raises
Hand Raise to
Opportunity
Qualified
Closed
New Customers
MRR Growth Via
Upsells & Add-Ons
Zuora confidential, shared under non-disclosure and subject to disclaimer notice
11. Two
Sides
of
the
Same
Coin
Subscription
Sales
Operations
•
•
•
•
•
•
11
Quoting
Ordering
Sales Commission
Subscription Management
Provisioning
Upsells
Billing & Revenue
Operations
•
•
•
•
Invoicing
Collection/Payment
Churn Prevention
Revenue Recognition
Zuora confidential, shared under non-disclosure and subject to disclaimer notice
12. Two
Sides
of
the
Same
Coin
Billing & Revenue
Operations
•
•
•
•
12
Invoicing
Collection/Payment
Churn Prevention
Revenue Recognition
Zuora confidential, shared under non-disclosure and subject to disclaimer notice
13. Billing
&
Revenue
Opera;ons:
Billing
Organiza;on
Scaling and
Automation
•
•
•
13
Billing processes
Invoice complexity
Payments
Managing a
Complex Process
Understanding the subscription is
critical to managing a complex
Revenue Recognition process.
Build Customer
Relationships
This is a mindset change
• Churn prevention (with
Customer Care)
• Upsell opportunity (with Sales)
Zuora confidential, shared under non-disclosure and subject to disclaimer notice
14. Billing
&
Revenue
Opera;ons:
The
Metrics
That
MaPer
DSO / Collections
Revenue
Recognition
Deferred
revenue
balance
MRR
Growth
14
$ of Billing
Operations
per $ of MRR
Time to Bill
Zuora confidential, shared under non-disclosure and subject to disclaimer notice
Churn
Prevention
=
Customer
Satisfaction
15. Sales
&
Billing
Opera;ons
Need
to
Be
Integrated/Automated
to
Be
Successful
ü Transactions growth
ü Customer interactions
ü Sales channels
ü Cost of sales
ü Introductory price point
ü Cost of operations
15
Zuora confidential, shared under non-disclosure and subject to disclaimer notice
16. Lessons
From
Our
Customers
1. Consider
puSng
Sales
Ops
and
Billing
Ops
together
2. Remember
that
Commerce
is
about
rela4onships
so
interac4ons
are
important
3. Commerce
is
mul4-‐channel
4. It
needs
to
be
designed
as
an
end-‐to-‐end
process
around
the
subscrip4on
5. Without
automa4on,
there
is
no
scale
16
Zuora confidential, shared under non-disclosure and subject to disclaimer notice
17. The
COO
Perspec;ve
Meet
The
Panelists
LivePerson
Rob Janecek
Director of Business
Systems
Versature
Jonathan Moody
COO
LinkBermuda
Winston Morton
VP IT
@winstonmorton
Intralinks
IPR
Interna4onal
VP
Informa$on
Technology
&
Architecture
EVP,
Technology
&
Security
Adolfo
Carreno
Zuora
Ben Kwon
VP, Chief of Staff
17
Zuora confidential, shared under non-disclosure and subject to disclaimer notice
Kelly
Torrence
18. Round
Table
–
Share
Your
Input
1. Renewals
–
How
do
you
do
it
today?
Key
challenges?
Lessons
Learned?
2. Sales
Ops
and
Billing
Ops
Collabora4on
–
Key
opportuni$es
and
challenges
3.
(Bonus)
Sales
compensa4on
–
What
works
best:
model
focused
on
market
capture
or
long
term
revenue
op$miza$on
18
Zuora confidential, shared under non-disclosure and subject to disclaimer notice