B2B SUBSCRIPTION GROWTH: Prioritize new accounts or existing accounts?

Research presented by the Subscribed Institute

B2B companies often wonder what kinds of subscription revenue growth should be prioritized—New accounts or Existing accounts? To answer this perennial question, the Subscribed Institute collaborated with McKinsey & Company and analyzed data from over 700 subscription companies.

In this landmark report we show data and key findings that illustrate: 

  • What B2B companies should do to grow Average Revenue Per Account (ARPA)
  • How ARPA growth and subscriber growth contribute to revenue growth
  • Growth Rate vs Revenue and how this relates to returns of scale

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