Successful subscription models are like a well-choreographed dance

If you are in the thick of rolling out a subscription business model, it’s not news to you that you’ve just fundamentally changed your relationship with your customer. Where once you focused on lots of one-and-done transactions to drive quarterly revenue growth, now you need to optimize long-term relationships and boost average customer lifetime value (CLTV) across the entire subscription business lifecycle. I know that’s a tall order, but the path to success is straightforward.  For me, the key is to leverage the massive volumes of data produced throughout your subscribers’ lifecycles — from acquisition to renewal — and transform…

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