Finding new sources of Dynamic Revenue
As a marketer, I’ve never given much thought to the idea of billing for SaaS companies. However, my recent engagement with www.tractbilling.com has convinced me that marketing should pay way more attention to the invoices that are generated every single month – they are the most consistent touch point we have with our customers.
Customers are dynamic. Their needs are constantly changing. Companies that evolve quickly and adapt their business models to suit the changing needs of their customers are the ones that will thrive.
A new set of services is emerging. Content, applications, data and cloud-attached brick and mortar services such as Netflix and Car2Go are disruption traditional markets and reaching new types of customers and realized new sources of dynamic revenues and new profits.
Companies thinking about launching these types of services are embracing concepts such as lean, agile development and perpetual beta as they adapt to the fast incremental cycles necessary to launch new services. Product launch time frames must compress and new services should be launched in weeks.
Simple pricing models such as “unlimited” or “all you can eat” are being replaced by activity based pricing that customizes a consumer’s utilization of a service to an optimum price level.
That means the financial and technical infrastructure required to support these new product launches must also undergo transformation.
Finally, it means billing systems, order to cash processes and more importantly the set of processes called Activity to Cash must be customized and implemented in unique ways for every product launch.
How is billing transforming your business? How are pricing and promotional bundles changing the way you engage with customers?
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