Gartner Research

The Carrot, the Stick or Both — A Strategy for Moving Existing Customers to Subscriptions

Published: 25 June 2020

ID: G00721273

Analyst(s): Laurie Wurster , Ron Burns , John Santoro , Balaji Abbabatulla


Many organizations adopt a “cloud first” application strategy, but those with perpetual licenses often hesitate to move to a subscription offering. Product marketers must use a combination of incentives (“carrots”) and disincentives (“sticks”) to encourage customers to migrate to the new model.

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