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Research Report

The State of Subscription Sales: 2021

Recurring revenue business models have proven to be more resilient in tough economic conditions.

There is one overarching assumption that we’re making as we write this 2021 edition of "The State of Subscription Sales" report, which is that technology companies must absolutely be entering into this new period with the primary objective of accelerating the growth of their subscription or XaaS offers.

When we set up the TSIA Subscription Sales research practice it was in response to three “megatrends” that the industry has been experiencing over the last 5 to 10 years.

Each of these three trends has been accelerated through 2020 and it is commonly accepted across the industry that the sands have shifted, and we are now operating in a world where:

  1. Services revenue is growing; product revenue is flat or declining.
  2. Customers prefer subscription and managed services offers.
  3. Outcome-based customer engagement is an imperative, not a nice-to-have.
Download the full report today.

Authored By:

Martin Dove

Vice President, Subscription Sales Research, TSIA

Publish Date: February 4, 2021

TSIA is well worth the investment. This is the one place where you can come and get a fusion of ideas that you can then marry up to the goals and objectives of your organization and boil that down into several actionable plans that you can implement over the next 6 months to a year.

Peg Rodarmel, SVP, Subscription Services, Infor

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