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        Press Releases

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        Ventana Research Launches Subscription Management Market Research

        Benchmark Research and Value Index programs aim to identify, explore and quantify the future of subscription management

        Ventana_Research_subscription_management_Benchmark_Logo_2022Ventana Research today launched its newest market research initiative into Subscription Management. The goal of the benchmark research is to understand how subscription management is being adopted among more traditional organizations as well as being the mainstay of digital businesses. It will examine all types of business model interactions — from the one-off sale and annual renewal to periodic additions and removals — as managing can rapidly become complex if usage and bundled products and services are implemented. The research will span B2B and B2C industries, each with distinct buyers and supporting processes that require specific technology that can adapt to their unique subscriptions and interactions with subscribers. The research will also examine the efforts organizations have undertaken to assess and improve the subscriber experience, including Voice of the Subscriber (VoS) efforts that seek to track and understand subscribers’ journey, sentiment and satisfaction.

        The subscription business model uses recurring fees based on a flat fee or usage; complex pricing models have shifted operations and forced organizations to adapt to engage and retain subscribers. This model is now being explored by almost every business, and not just among vendors providing digital and cloud-based applications and services. More organizations, whether through line extensions, new products and services, or acquisitions are including subscription services as part of the offerings posing new challenges where existing systems already support the one-time sales model.

        Research will provide a detailed picture of the current state and future direction of subscription management. It will answer questions critical to the future of software for the subscription management function. It also will provide predictive indicators to facilitate a deeper understanding of the planning for future software in this market.

        “Subscription management has become a customer-driven option for most organizations, and not just those that offer digital or cloud-based products and services,” says Stephen Hurrell, VP & Research Director leading the Office of Revenue at Ventana Research. “This poses both organizational, process and technology challenges for many of these organizations where extensive investments have already been made in ERP and CRM systems. This research will look to identify these challenges and understand the limitation of current system and process approaches, and where organizations could benefit for alternative technology solutions to ensure a positive customer experience as a basis for future growth.”

        The Value Index research will provide a precision view of the vendors and products that best represent the subscription management market. It will provide guidance to organizations that want to assess existing or establish new technology investments utilizing an effective RFI and RFP process.

        “Organizations that engage in the use of subscriptions representing digital or physical assets can be best managed through subscription management that provides the automation and intelligence to deliver fantastic subscriber experiences,“ said Mark Smith, CEO and Chief Research Officer at Ventana Research. “The power of our market research covering both organizations’ use of technology and vendors’ product offerings brings the unique insights and value that differentiates our firm from others in the industry.”

        Technology vendors that are interested in participating in the Value Index research can learn more here.

        Those interested in learning more about the benchmark research or would like to participate in the survey, please click here. Ventana Research, a leading business technology research and advisory services firm, rewards qualified research participants with a $50 e-gift card for sharing their insights.

        About Ventana Research

        Ventana Research is the most authoritative and respected market research and advisory services firm. We provide insight and expert guidance on mainstream and disruptive technologies through a unique set of research-based offerings including benchmark research and technology evaluation assessments, education workshops and our research and advisory services, Ventana On-Demand. Our unparalleled understanding of the role of technology in optimizing business processes and performance and our best practices guidance are rooted in our rigorous research-based benchmarking of people, processes, information and technology across business and IT functions in every industry. This benchmark research plus our market coverage and in-depth knowledge of hundreds of technology providers means we can deliver education and expertise to our clients to increase the value they derive from technology investments while reducing time, cost and risk.

        Ventana Research provides the most comprehensive analyst and research coverage in the industry; business and IT professionals worldwide are members of our community and benefit from Ventana Research’s insights, as do highly regarded media and association partners around the globe. Our views and analyses are distributed daily through blogs and social media channels including Twitter, Facebook and LinkedIn. To learn how Ventana Research advances the maturity of organizations’ use of information and technology through benchmark research, education and advisory services, visit

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        Tweet this: News: @VentanaResearch launches market research in Subscription Management #Revenue #Sales #SubscriptionManagement #Subscription #VoS #MarketResearch #BenchmarkResearch

        Ventana Research

        Ventana Research

        Ventana Research, now part of Information Services Group, provides authoritative market research and coverage on the business and IT aspects of the software industry. We distribute research and insights daily through the Ventana Research community, and provide a portfolio of consulting, advisory, research and education services for enterprises, software and service providers, and investment firms. Sign up for free community membership to receive email notifications on research and insights.

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