Scaling Sales & Billing Operations in the Subscription Economy (Accelerate East)
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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
- 19. END 19 Zuora confidential, shared under non-disclosure and subject to disclaimer notice