Taming the Enterprise Delivering a Unified Cross-Company Subscription Strategy

Josh Valdez Head of Strategy, Google Wildfire

The Nine Keys to Subscription Success

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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    

Q&A  

Thank  You!