Partner with TSIA
Diversity, Equity, and Inclusion
TSIA Giving Program
Customer Growth and Renewal
Service Offer Management
XaaS Channel Optimization
XaaS Product Management
XaaS Speaking Engagements
Become a Member
COVID-19 Resource Center
If you believe you are seeing this message in error,
please let us know.
Steve Frost is the vice president and managing director of revenue research and advisory for TSIA. He also serves TSIA’s vice president of expand selling research and subscription sales research. Steve helps member companies grow their services, subscription, and XaaS revenue by optimizing their practices for growth throughout the customer lifecycle.
Throughout his career, Steve has held various leadership and business development roles for both large organizations and startups, and has been directly responsible for more than $750 million in revenue. Prior to TSIA, Steve has been involved in many different facets of the technology industry. Steve began his career at Netscape in the mid-90’s before moving on to lead the North American inside sales team at managed services pioneer Loudcloud.
He was one of the first 700 employees at Google, where he was directly responsible for developing the first-ever strategic partnerships between Google and major telecommunications companies including Comcast, Verizon, AT&T, and Sprint. More recently, he helped startup companies define their go-to-market strategy and business development tactics.
As a firm believer in a customer-first business approach, Steve is dedicated to helping members of TSIA’s Expand Selling research practice unlock new revenue opportunities via cross-sell and upsell by ensuring that their customers will receive the most value from their purchases. He truly believes that selling can be helpful to the customer when done in a way that focuses on the customer outcome, and in the context of helping them to solve a problem.
He also created a video series defining the 4 stages of engaging Services and Customer Success in the sales process to increase spending with existing customers.
Steve frequently writes about these topics on the TSIA blog on the topics of expand selling, lead generation, outcome-based selling, subscription sales, delivering customer outcomes, touchpoint calculus, and X-as-a-Service (XaaS).
What Sales Leaders Should Be Prioritizing in 2021
Preview 2021 strategies that tech firms are using to accelerate their go-to-market performance.
View Members-Only Content Summary
Ask about TSIA membership to access.
Already a TSIA member? Sign In.
Software to SaaS GTM: What Good Looks Like
This research paper offers frameworks to help companies design an approach to address software to SaaS GTM challenges.
Expand and Renew
This report looks at how to maintain and grow revenue without additional sales and marketing budgets.
Migrating Customers to XaaS
Framing for how technology providers can segment their existing install base for the great migration to XaaS offers.
Re Start Your Growth Engines XaaS Your Existing Customers
Create a strategy to migrate your subscription models by leading existing customers to new offerings, while also building ongoing profitable growth.
TSIA DataPoint that looks at the effect of services-generated leads.
No Letter in LAER Stands Alone
In this TSIA webinar, you’ll learn how LAER efficiency results in cost-efficient revenue growth.
Optimizing Channel Revenues in the XaaS World
Learn new capabilities required for channel partners to sell and deliver subscription-based offers.
Survival Guide for Renewing Recurring Revenue in the COVID-19 Economic Crisis
In this paper we discuss the implications of discounts on ARR and their impact on a company over a long period of time.
Outcome Selling and Renewal Value Management
This TSIA webinar will discuss Outcome Selling and Renewal Value Management and how this emerging capability will become an operational necessity.
The End of the Road for Field Sales?
Strategies and capabilities that companies can develop and implement to deal with the impact of COVID-19 on the sales organization.
Slides | Re-Start Your Growth Engines: XaaS and Your Existing Customers
Discover how to achieve profitable growth in XaaS and Subscription models by driving more revenue from existing customers.
The Technology & Services Industry Association (TSIA) is dedicated to helping technology and services organizations large and small grow and advance in the technology industry. Find out how you can achieve success, too. Call us at (858) 674-5491 or we can call you.