Preview Mode Links will not work in preview mode

Feb 17, 2020

Why you have to check out today’s podcast: 

  • Learn how to use the data that is funneled into your subscription management  
  • Find out the leading indicators of customer churn, and what to do about it 
  • Learn how to package features into bundles that will create good pricing and eventually the most revenue for your company 


Mark Thomason is a Research Director - Digital Business Models and Monetization at IDC. He is one curious person that loves the challenge of understanding needs and creating something that’s high quality, simple and easy to use. He understands the thrill of creating and working in a high-performance team. He is known for being focused, easy to get along with, & getting things done quickly. 


In this episode, Mark shares technologies and best practices that are used in monetizing digital solutions that result in optimized pricing.  


“If you're a company that has a physical product, if you haven't investigated price optimization product, you should because they have a very quick payback.”  

Mark Thomason 



 Mark Thomason's Upcoming Event: Join IDC's 55th annual industry business briefing 

Directions 2020 ~ Changing Customer Requirements: Creating Value in the Digital Economy 

March 4 in Santa Clara, CA ~AND~ March 10 in Boston, MA 

For more information visit:


Get COV’s Pricing Metrics:  

The Most Important Pricing Decision in a Subscription Business Course at 



Topics Covered: 


02:08 - What is IDC and what does it do 

03:15 - What service do IDC sell 

06:06 - What are digital business models and monetization 

10:18 - What is futurescape 

16:13 - Taking a closer look at Zuora's subscription business model  

24:22 - Mark's best pricing advice 


Key Takeaways: 


"A lot of the based functionality of managing subscriptions is really just making sure that you do revenue recognition correctly." - Mark Thomason 


“You want to know that as a product manager and as from a monetization point of view, you want to understand your value metrics. And if you're a software company, if you can identify and watch, basically your users use, you know, features or capabilities of your product, you can go, okay now I can watch over the shoulders of my potentially thousands of customers and I can know what this cohort value.” - Mark Thomason 



People / Resources Mentioned: 


Connect With Mark Thomason: 


Connect with Mark Stiving: