In today's episode, we're exploring one of the most ambitious and successful business model transformations in modern corporate history, the shift of Adobe from a traditional software company selling packaged products to a thriving subscription powerhouse. And who better to walk us through this journey than Mark Garrett, Adobe's former chief financial officer and the architect behind this transition?

When Adobe first announced its move to a subscription-based model in 2011, there was plenty of skepticism. Analysts questioned the financial impact, customers worried about cost increases, and internal teams faced the daunting task of restructuring their entire go-to-market strategy. Mark and his team remained steadfast, not just in their belief that subscriptions would create more predictable revenue, but also that they would allow Adobe to serve customers better with continuous innovation and improved accessibility.

Since those early days, Adobe's market cap has skyrocketed from around 16 billion before the transition to well over 200 billion, proving just how powerful a well-executed subscription strategy can be.

In this conversation, Mark shares the behind-the-scenes story of how Adobe made the leap as a public company, maintaining exceptional financial performance while also enhancing customer satisfaction. We'll discuss the key strategies behind their transition, the biggest challenges they faced both internally and externally, and what other companies can learn from Adobe's playbook. If you've ever wondered how to execute a high-stakes business model transformation, how to balance Wall Street expectations with long-term customer loyalty, or how to design a subscription offering that truly delivers ongoing value, this episode is for you.

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Chess.com is one of the most popular freemium platforms in the world, offering millions of users free access to an engaging online chess experience. But how do you encourage players to upgrade to a paid tier when the free version is already so compelling?

Adam, with his extensive background in revenue strategy and subscription growth, has played a critical role in designing and optimizing Chess.com's premium offerings.

In this conversation, we'll dive into the challenges and opportunities of building a successful paid tier within a thriving freemium ecosystem, how chess.com balances free and premium value, the strategies they've used to convert free users into loyal subscribers., and the key lessons Adam has learned from his experience leading revenue at a fast-growing digital platform.

If you're interested in learning how to drive revenue without alienating your free user base, how to craft subscription tiers that meet diverse customer needs, and how to foster long-term loyalty in a competitive market, then  you won't want to miss this episode.

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• Subscription Stories: True Tales from the Trenches on Apple Podcasts

 Pricing is probably the trickiest, most stressful part of managing a subscription business.

How do you balance revenue and profitability? How can you keep your pricing simple to communicate and execute while personalizing it to optimize for elasticity of demand and value created? If these questions plague your organization, you'll want to take notes today.

Matt Lindsay, founding partner of Mather Economics is a subscription pricing expert who's helped hundreds of publishers build and evolve robust pricing models.

In today's conversation, we're taking on pricing controversies, including the role of introductory offers, how to raise prices and how to respond to a subscriber threatening to cancel.

Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts!

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• robbiekellmanbaxter.com
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• Subscription Stories: True Tales from the Trenches on Apple Podcasts