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TSIA Books

Technology-as-a-Service Playbook

Digital Hesitation: Why B2B Companies Aren’t
Reaching Their Full Digital Potential

By J.B. Wood, President and CEO, TSIA, Thomas Lah, Executive Director and Executive VP, and the TSIA Research Team

Digital Hesitation examines why most B2B companies are failing to reach the full potential of their digital transformation efforts. It also examines, in detail, the specific actions they need to take on the eight toughest challenges executives face today. It is written from the perspectives of a dozen experts who interact with and advise the world’s top technology companies every day. Whether you’re looking for guidance on high-level issues like influencing the board to fully commit to transformation or specific topics such as the next generation operating models, TSIA’s industry experts cover it all.

It’s hard for large companies to overcome their legacy systems, processes, and ways of doing business. Digital Hesitation is a needed wakeup call for B2B companies to reassess and recommit to their digital goals.

- Maria Martinez, Chief Operating Officer, Cisco

Technology-as-a-Service Playbook

Technology-as-a-Service Playbook
How to Grow a Profitable Subscription Business

By Thomas Lah, Executive Director and Executive VP, TSIA and J.B. Wood, President and CEO, TSIA

Technology-as-a-Service Playbook defines the tactical and strategic plays technology companies must run to build a profitable subscription business. Whether you are a pure-play cloud company or a traditional technology provider making the pivot to the cloud, this book will help guide your decision-making and execution around the "as-a-service" model to put your company on a path to profitable growth.
Watch video to learn more.

Whenever you travel into new territory, it is good to bring a map. The new as-a-service models are indeed new territory, and the Technology-as-a-Service Playbook provides a great guide. Don't leave home without it.

Geoffrey Moore, Author, Crossing the Chasm and Zone to Win

B4B: How Technology and Big Data Are Reinventing the Customer-Supplier Relationship

B4B: How Technology and Big Data Are Reinventing the Customer-Supplier Relationship

By J.B. Wood, President and CEO, TSIA, and Thomas Lah, Executive Director and Executive VP, TSIA

There are clear signs that the traditional B2B business model designed 125 years ago as a simple “make, sell, ship” approach for early manufacturing companies is no longer capable of delivering the full potential of high-tech and near-tech solutions. B4B seeks to frame what is possible in an age where suppliers are connected to their customers in real time. Using powerful models and specific examples, B4B envisions a next-generation tech industry where suppliers play an active, ongoing role in helping business customers achieve unparalleled value from their technology investments.

Technology companies have significant new opportunities to deliver value and business outcomes. B4B gets it right: Unlocking big data in real time will turn better-run customers into raving fans.

Bill McDermott, CEO, ServiceNow

Consumption Economics

Consumption Economics

By J.B Wood, President and CEO, TSIA and Thomas Lah, Executive Director and Executive VP, TSIA

If you're a tech company, the most dramatic effect of megatrends like cloud computing, managed services, and the rise of consumer technology won't be felt in your company's product line. The true disruption will be to your business model. Consumption Economics is the owner's manual for tech company executives who want to drive their company successfully into the next one.

The next wave of tech will be about truly energizing businesses of all sizes. Tech companies must work actively with IT departments to reduce capital and operating expenses and directly with business users to improve the agility of their organizations. Consumption Economics is the thinking person's guide on how to do just that.

Tod Nielsen, CEO, Talkwalker

Bridging the Services Chasm

Bridging the Services Chasm

By Thomas Lah, Executive Director and Executive VP, TSIA

Bridging the Services Chasm provides a comprehensive framework companies can use to make critical service strategy decisions that have rapidly become the difference between product success and market failure. Based on the analysis of technology providers, this book leverages a combination of public record, unique survey data, and direct interaction to clearly define the critical role services is now playing in the success of product companies.

Of Thomas Lah’s three books, read this book first to make sense of the strategic issues your business faces, then move to Mastering Professional Services and Building Professional Services, both of which will help turn strategy to implementation.

Iain Gray, GM, Customer Success, Microsoft

Complexity Avalanche

Complexity Avalanche: Overcoming the Threat to Technology Adoption

By J.B. Wood, President and CEO, TSIA

Most customers struggle to keep up, and usually settle for far less value than they could (and should) get from their purchases. A new business model for the tech industry is needed—one that requires radically different thinking about the future of services, sales, R&D priorities, and how companies create shareholder value. This new way of doing business views the use of the product as the beginning of a journey with a customer, not the end. Complexity Avalanche offers technology companies a roadmap for moving to this next level of services. This is not a book strictly for service executives, but for every executive whose company builds, sells, or supports technology.

Helping customers to close the consumption gap and get the full value of their solution will be foundational to the success of any technology company. Complexity Avalanche provides breakthrough thinking in the utilization of service resources to effectively optimize customer and shareholder value.

William Steenburgh, SVP, Global Services, Pitney Bowes

Lessons Unlearned: 25 Years in Customer Service

Lessons Unlearned: 25 Years in Customer Service

By John Ragsdale, Distinguished Researcher, VP Technology Ecosystems, TSIA

Lessons Unlearned gives an insider's view of the customer service industry, providing insight for those of you battling mediocre service every day. If you understand the tools, vocabulary, and metrics that power customer service, you can definitely demand better service from your providers, and understand how to appropriately deal with service issues. And for those already working in the customer service industry, this book will provide you with some new best practices, worst practices to avoid, and maybe even a laugh or two along the way.

Ragsdale masterfully weaves together a collection of poignant and colorful stories from his practitioner, analyst, and vendor experiences in customer services. Whether a novice or expert, this is a must-read book for those seeking a holistic view.

R. “Ray” Wang, Principal Analyst and CEO, Constellation Research


Empower Your Organization with TSIA’s Thought Leadership

TSIA’s executives are available for speaking engagements, workshops, and focused advisory sessions. Contact us to learn more about how you can bring TSIA’s thought leadership into your organization.