76 episodes

Subscription models are crazy powerful. Savvy small companies can easily deploy them to knock huge Goliaths off kilter. We’ve seen it in entertainment, software, hardware, news, retail, hospitality—the list goes on. In her podcast series, Robbie Kellman Baxter interviews the leaders of this revolution about how they’re using subscription pricing and membership models to redefine the biggest industries and generate predictable recurring revenue along the way.

Subscription Stories: True Tales from the Trenches Robbie Kellman Baxter

    • Business
    • 5.0 • 108 Ratings

Subscription models are crazy powerful. Savvy small companies can easily deploy them to knock huge Goliaths off kilter. We’ve seen it in entertainment, software, hardware, news, retail, hospitality—the list goes on. In her podcast series, Robbie Kellman Baxter interviews the leaders of this revolution about how they’re using subscription pricing and membership models to redefine the biggest industries and generate predictable recurring revenue along the way.

    Loyalty 3.0 with Euromonitor International’s Nadejda Popova, PhD

    Loyalty 3.0 with Euromonitor International’s Nadejda Popova, PhD

    Loyalty programs seem to be at a crossroads. Industries including hospitality, financial services, and retail are going beyond the points-based programs we're so familiar with and exploring more personalized, emotionally engaging programs. Some, like CVS, Inspirato, and of course Amazon with Amazon Prime have even incorporated paid loyalty subscriptions which provide benefits in exchange for an annual fee instead of requiring customers to earn benefits through their spending and behaviors.
    Today's guest, Nadia Popova of Euromonitor International, follows the loyalty trends and provides insights across industries regarding best practices in building long-term relationships with customers.
    In this wide-ranging conversation, we talk about how consumer expectations have changed since COVID, why personalization is so important, and where subscriptions fit in the broader loyalty landscape.
     
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    Here’s How »

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    Subscription Stories: True Tales from the Trenches on Apple Podcasts

     

    • 36 min
    The Future of Loyalty Programs for Retail & CPG with Amazon Web Services’ Justin Honaman

    The Future of Loyalty Programs for Retail & CPG with Amazon Web Services’ Justin Honaman

    Loyalty programs have been around forever. Points, cashback, branded credit cards, and now increasingly, we're seeing paid subscription loyalty programs, like Amazon Prime or CVS Care Pass. The goal is the same, to smooth out the lumpy buying behavior common in consumer packaged goods, retail, and hospitality, and to drive habits and engagement.
    Today's guest, Justin Honaman, leads the worldwide retail and CPG go-to-market team at Amazon Web Services. He also hosts the popular podcast, ContenderCast, where I was a guest a few years ago.
    In this conversation, Justin and I talk about the changing landscape of loyalty programs, why loyalty is so important right now, and what's driving the rise in these subscription programs.
     
    Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts!

    Here’s How »

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    Subscription Stories: True Tales from the Trenches on Apple Podcasts

     

    • 38 min
    Lessons in “Service-First Product Leadership” from Ford, PlayStation and Beyond with Ross McGregor

    Lessons in “Service-First Product Leadership” from Ford, PlayStation and Beyond with Ross McGregor

    Building a new subscription model in a large, successful company is hard enough, but when your company's core competency is manufacturing and the subscription involves content and software, you have to do more than build the new business model. You have to change the way the organization thinks about product management.
    With experience, both at PlayStation and at Ford, today's guest, Ross McGregor, will shed light on how to build a service orientation across a product team. Something critically necessary if you're going to build a forever transaction with your customers. In this conversation, he talks about how to put together the business case that merits a strategic bet on subscriptions, how to build support across the organization from the beginning, and when it's time to scale the experiments.
     
    Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts!

    Here’s How »

    Join the Subscription Stories Community today:

    robbiekellmanbaxter.com
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    Robbie Kellman Baxter on Instagram
    Subscription Stories: True Tales from the Trenches on Apple Podcasts

     

    • 41 min
    How a Subscription can “Smooth the Lumps” in B2B Services with DDI’s Dr. Tacy Byham

    How a Subscription can “Smooth the Lumps” in B2B Services with DDI’s Dr. Tacy Byham

    You're in for a special treat today. My guest, Dr. Tacy Byham, is the CEO of Development Dimensions International, or DDI, a global leadership consulting firm that helps organizations hire, promote, and develop exceptional leaders. A few years ago, I worked with Tacy and her team as they incorporated subscriptions into their business model. The results have been extraordinary. Three years into the launch, over 50 percent of DDI's revenue comes from subscription clients. I've been asking Tacy to share her journey for quite some time, and I'm thrilled that she finally agreed. In today's conversation, we'll talk about how subscriptions can smooth out the lumps in B2B services, how to put together the right team with the right mindset for subscriptions, and how to keep up the momentum after the initial experiments with subscriptions are over.
      
    Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts!

    Here’s How »

    Join the Subscription Stories Community today:

    robbiekellmanbaxter.com
    Twitter
    Facebook
    Robbie Kellman Baxter on Instagram
    Subscription Stories: True Tales from the Trenches on Apple Podcasts

     

    • 40 min
    Subscription Pricing, Metrics and the Changing Role of the CFO with Maxio’s Randy Wootton

    Subscription Pricing, Metrics and the Changing Role of the CFO with Maxio’s Randy Wootton

    The world of B2B subscriptions has changed a lot since companies like Salesforce first paved the way for what would become known as Software-as-a-Service. And while there are hundreds of marketing and sales-oriented SaaS products, it's taken a lot longer for the subscription model to be fully embraced in the CFO's office.
    Randy Wootton has seen the evolution of SaaS and understands the changing role of the CFO better than most. He's led businesses focused on sales and marketing solutions at companies like Salesforce, Microsoft, and Rocketfuel, but more recently took over the CEO role at Maxio, a leading provider of billing and financial ops solutions for B2B SaaS companies.
    In this very rich and full conversation, we talk about why pricing and packaging of subscriptions is so hard, the power of a pricing council, and the changing role of the CFO in a SaaS world.
     
    Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts!

    Here’s How »

    Join the Subscription Stories Community today:

    robbiekellmanbaxter.com
    Twitter
    Facebook
    Robbie Kellman Baxter on Instagram
    Subscription Stories: True Tales from the Trenches on Apple Podcasts

    • 36 min
    Best Practices in Subscription Funnel Management with Ken Houseman, VP, Product at The New York Times

    Best Practices in Subscription Funnel Management with Ken Houseman, VP, Product at The New York Times

    If your subscription uses a freemium model, it can be tricky to decide what’s always free, what’s free for a while, and what’s always behind the paywall. Knowing how to manage people at each stage of the funnel can be really challenging.
    Today’s guest, Ken Houseman, is an expert on both the strategy and the technology required to monetize the funnel for acquisition, upsell, and retention. Today’s conversation isn’t based purely on Ken’s work as VP of Product for The New York Times, and in no way represents the editorial perspective of the organization. Ken’s experience there, as well as his work with organizations, including Oracle, Nike, and even the US military, have shaped his perspective on managing the customer relationship.
    In this conversation, we discuss why retention is the next obsession for subscription leaders, what needs to be different about how to optimize your ERP for subscriptions, and a few of the less obvious things that can go wrong on the path to conversion.
     
    Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts!

    Here’s How »

    Join the Subscription Stories Community today:

    robbiekellmanbaxter.com
    Twitter
    Facebook
    Robbie Kellman Baxter on Instagram
    Subscription Stories: True Tales from the Trenches on Apple Podcasts

    • 28 min

Customer Reviews

5.0 out of 5
108 Ratings

108 Ratings

Gina Bianchini ,

Practical insights you can’t get anywhere else

While I’m biased, I also value my time. And Robbie continues to be a worthy investment of it. She’s practical and ensures every one of her guests offers concrete insights that you can actually use.

My only knock is that I listen to podcasts when I’m driving, walking, or cooking dinner and regularly want to stop what I’m doing to take a note.

Such good stuff in here.

Dan Z123 ,

Awesome show

Top favorite show for subscription entrepreneurs to listen to!

pamfr ,

Strategic brilliance every single episode

Love this podcast. The guests are top operators and academics, and I get value from every episode.

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