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Taming the Enterprise Delivering a Unified Cross-Company Subscription Strategy
Josh Valdez Head of Strategy, Google Wildfire
The Nine Keys to Subscription Success
$
PRICE ACQUIRE BILL COLLECT
NURTURE ACCOUNT MEASURE ITERATE SCALE
Wildfire Agenda
1. About The Presenter 2. About Google Wildfire
3. Our Problem
4. Choosing and Installing Zuora 5. Forecasted Benefits
About Josh
Point 1:
Point 2:
Point 3:
Recovering consultant Mobile Marke3ng Opera3ons @ Nokia Director of Business Opera3ons, Wildfire Head of Strategy, Google Wildfire Themes: veGng technology, streamlining business process
About Wildfire
Quick Facts
What We Do
Reach
Wildfire founded in 2008. Total Funding: 14 M. Sold to Google for over 350 M. 400+ Employees hired. Wildfire is one of the world’s largest social media marke3ng providers. Our suite provides best of breed social promo3on and adver3sing soUware and robust mobile and desktop page management, messaging and sophis3cated real-‐3me analy3cs in one complete plaWorm. 21,000 paying clients. Triple digit growth in 4 con3nents.
Our History Started with transac3onal business model, one 3me transac3ons each 3me purchase.
• Benefits: Clients used as they desired. • Limita3ons: No concept of renewals. Manual renewals with
higher churn.
July 2011 changed to subscrip3on model. Quickly understood challenges of subscrip3on business.
Got acquired in 2012
Background
Business Model ShiR
AcquisiTon
Our Challenges
Point 1:
Point 2:
Point 3:
Social media market is a very fast paced market (10+ compe3tors). Must be able to adapt and change on-‐the-‐fly. Changing business models (building plane while flying) Exponen3al growth (employees, systems) • Infrastructure challenges (CRM scale, Accoun3ng / General Ledger, etc)
• Salesforce scales well • GL migrated from Quickbooks to Intacct Point 4:
Choosing and Installing Zuora
Point 1:
Point 2:
Point 3:
Previously tried using Salesforce custom objects to manage subscrip3on billing but too painful. Made the business case to Ops, Finance, Leadership • Focus developers on our product, leave billing to Zuora Purchased Zuora prior to acquisi3on. Need to educate new leadership on business case. Required Zuora to pass Google security audits. Deployment around 100 days
Point 4:
Point 5:
Forecasted Benefits
Marke3ng can create packages on the fly and Sales can sell unrestricted.
Speed/Time Saving
Flexibility & Autonomy with true subscrip3on pricing model
Adapt with the fast paced social industry.
SaaS Metrics
• Net New MRR • Churn • Customer Acquisi3on Cost • Life3me Customer Value
Hands free operaTons
Automa3on
Lessons Learned
Point 1:
B E S T P R A C T I C E S
Point 2:
Point 3:
Dedicated Implementa3on Team. • Sales opera3ons team working cross func3onal with Google
Finance team and Products team. • Keep teams focused to achieve implementa3on 3meline.
Think about infrastructure and technology that will allow you to scale as soon as you have a subscrip3on business. Tool selec3on is not magic. You need to put effort into the solu3on. Hands-‐on solu3on, not set it and forget it. Over 3me, will evolve into hands free