The global COVID-19 pandemic has been unprecedented, creating new vulnerabilities and unforeseen challenges for all businesses. Across the globe tech companies are moving at pace to subscription sales models – a seismic shift that brings major implications for many areas of their business. In migrating, they’re aiming to increase revenue streams, build long-term customer relationships and ensure smooth, frictionless delivery of products and services. While the move to subscriptions accelerates, companies have much to do, to be truly ready. They need to reorganize sales and marketing functions, reinvent customer engagement experience, and introduce new skills and talent into their organizations.