Lord of the Billing Cycle – Why CRO & Subscriptions Need to Collab

In this episode, Adam sits down with Craig Niven: Founder of FILDI, 15-year subscription veteran and literal Scottish Lord — to unpack one of the most misunderstood relationships in eCommerce:CRO + Subscriptions.Most brands treat them like divorced parents who only communicate through passive-aggressive notes…but the reality is they have to work together if you want recurring revenue that actually sticks.Craig’s seen subscriptions at Sky, BT, News UK, NFL Game Pass, Tennis TV and Future. He’s here to explain what healthy subscription businesses do differently, why so many brands launch subs badly and how to stop churn before it starts.This one’s a biggie for anyone running subscriptions, planning to launch them, or wondering why their LTV looks like a heart monitor.They cover:– Why CRO & Subscription teams accidentally sabotage each other– How AB tests impact churn (yep, really)– AOV vs ARPU vs LTV: which metrics actually matter– The subscription boom: who should (and shouldn’t) launch one– Loyalty vs retention (and why points don’t equal loyalty)– The upsides, downsides & emotional damage of subscription models– Craig’s top 3 non-negotiables for subscription success– What healthy subscription businesses look like behind the scenes– How CRO + Subs can collaborate without stepping on each other’s throatsAbout the GuestCraig Niven, Founder of FILDI Subscriptions Consultancy and official Lord of Glencoe (one square foot of Scottish land, infinite authority).Craig has spent 15 years deep inside the subscription world across Sky, BT, News UK, NFL Game Pass, Tennis TV and Future.Today, he helps scale-up brands build, understand and grow recurring revenue.FILDI – https://www.fildi.coLinkedIn – Craig Niven: https://www.linkedin.com/in/craigniven/About the HostAdam Pearce, Co-founder of Blend Commerce and eCom Collab Club®. CRO obsessive. Known for saying the quiet eCom thoughts out loud (and then some).Join the eCC community → https://ecomcollabclub.com/communityWork with BlendNeed your site to convert like your metrics depend on it? Get CRO help from Blend Commerce → https://blendcommerce.com