Delivering outcomes, not selling things
B4B envisions a next-generation tech industry where suppliers play an active role in helping customers achieve unparalleled value from their tech investments.
TSIA helps tech services companies make profitable decisions, faster
We’re a subscription-based research and advisory firm that helps professionals solve critical business challenges across the entire customer life cycle.
Our team of experts
We always put your company’s best interests at the forefront of everything we do, because when you succeed—we succeed.
TSIA helps executives make profitable decisions, faster
We’re a subscription-based research and advisory firm that helps professionals solve critical business challenges across the entire customer life cycle.
Our team of experts
We always put your company’s best interests at the forefront of everything we do, because when you succeed—we succeed.
TSIA helps leaders make profitable decisions, faster
We’re a subscription-based research and advisory firm that helps professionals solve critical business challenges across the entire customer life cycle.
Our team of experts
We always put your company’s best interests at the forefront of everything we do, because when you succeed—we succeed.
We make the future foreseeable
2013
2016
The rise of XaaS
The Technology-as-a-Service Playbook frames what’s possible in an age where suppliers are more connected to their customers than ever.
2017
TSIA’s LAER model gains popularity
LAER (Land, Adopt, Expand, Renew), our revolutionary engagement model, helps SaaS businesses everywhere drive profitable growth.
2022
What’s now, what’s next
Digital Hesitation provides crucial guidance on the tactics required to build a profitable X-as-a-Service business model and the risks of getting left behind.
2023
Helping the industry thrive
Covering crucial topics like profitable SaaS and the current state of AI, TSIA Research Journeys provide free, actionable research to tech companies everywhere.
Learn more
Trusted by top companies everywhere
Meet the experts
Our dedicated teams of researchers bring decades of experience, providing customized data-driven insights, best practices, and expert guidance to help organizations thrive.
Check out our research
Service and Delivery
Specializing in helping your business establish, evolve, scale, and optimize its service and delivery organizations' business models.
Offer Portfolio Success
Helping your organization create compelling product and service offers, converge portfolios, optimize pricing, and beyond.
Revenue Optimization
Using proven data and expert insights to help your company optimize revenue-generating capabilities across every business function.
Bo DiMuccio
Distinguished Vice President of Professional Services Research
Bo DiMuccio
Distinguished Vice President of Professional Services Research
Bo DiMuccio, Ph.D., is the Distinguished Vice President of Professional Services Research for TSIA, and the chairperson of the TSIA Professional Services Advisory Board. He is responsible for developing and delivering research and advisory programs that are focused on helping executives to build and optimize professional services in many of the world's leading technology companies.
Bo earned the title of TSIA Distinguished Researcher when he reached over ten years in a research role at TSIA, having authored over 50 research articles, answered 1,500+ member inquiries, and developed frameworks and survey methodologies that helped members address complex business challenges. Bo also continues to take a lead role as a mentor, helping other members of the TSIA Research team master their skills.
He has 28 years of experience in technology industry research, analysis, and consulting, including experience in hardware, software, and services. Prior to TSIA, he managed consulting services research at International Data Corporation (IDC). He also had a lengthy tenure at Deloitte Consulting, where he served several business units in a variety of roles, including services strategy and marketing, market research, competitive intelligence, and client service. He also held market research roles at AltaVista Company and Compaq Computer Corporation prior to his tenure at Deloitte.
Bo earned his master's and doctoral degrees in international relations from the School of International Relations at the University of Southern California and was a tenure-track faculty member of the University of Florida's Department of Political Science prior to beginning his career in the technology sector.
Bo frequently writes about these topics on the TSIA blog on the topics of professional services transformation, pricing, professional services sales, and tips for a successful professional services organization.
Darlene Kelly
Director of Customer Success Research
Darlene Kelly
Director of Customer Success Research
Darlene Kelly is the Director of Customer Success and Customer Growth and Renewal Research for TSIA. In this role, she helps companies bridge the gap between customer potential and realized value. She brings two decades of digital marketing and CS expertise to the TSIA community, providing the data-backed insights members need to master the renewal and growth lifecycle.
Before joining TSIA, Darlene spent 13 years at Adobe, managing high-stakes enterprise accounts and navigating the evolution of the CS discipline. Her background also includes service and sales roles at Nielsen. Darlene’s career is defined by a dedication to helping organizations achieve their most ambitious goals. Originally from San Diego, she now resides in the San Francisco Bay Area with her family.
Dave Baca
Senior Director of Support Services Research
Dave Baca
Senior Director of Support Services Research
Dave Baca is the Director of Support Services Research for TSIA, where he provides membership and advisory services to help support leaders optimize their customer support organizations and achieve desired customer and organizational outcomes. Throughout Dave’s time at TSIA, he has answered 1,000+ inquiries, led and supported over 200 support services benchmarks, and delivered numerous support advisories, all stemming from published research frameworks and reports.
Before joining TSIA, Dave held senior leadership roles, including Vice President of Customer Experience at basys, and Chief Customer Officer for Customer Success and Support at ANCILE Solutions, where he led a global customer success and support organization that supported over 4,600 clients. Throughout his career, Dave has demonstrated an ongoing passion for helping support organizations transform and achieve industry-leading results. He holds a Bachelor of Science degree from Annapolis and honorably served as a Naval Nuclear Submarine Officer.
George Humphrey
Senior Vice President of Research
George Humphrey
Senior Vice President of Research
George Humphrey is the Senior Vice President of TSIA’s Research organization, where he leads the development of cutting-edge insights that guide the world’s leading technology companies. With over 30 years of cross-functional experience spanning product and service innovation, lifecycle management, customer success, sales, business operations, and finance, George brings a uniquely holistic perspective to the challenges and opportunities facing tech industry leaders today.
A recognized authority on business model transformation, George works closely with C-suite executives across TSIA’s member community, helping them navigate the complexities of digital disruption and AI-driven innovation. His mission: to empower companies to evolve from good to great, and to future-proof their strategies for long-term success.
Janice Lee
Director of Education Services Research
Janice Lee
Director of Education Services Research
Janice Lee is the Director of Education Services Research at the Technology & Services Industry Association (TSIA). In this role, she works closely with member companies to design, scale, and optimize education services strategies that drive customer adoption, measurable outcomes, and sustainable revenue growth.
Janice is an education services and learning strategy thought leader with over 20 years of professional experience across customer education, learning experience design, program management, and higher education. Prior to joining TSIA, she held leadership roles at Siteimprove and Pearson, where she led instructional design teams, taught in higher education, and led the launch of degree and certificate programs. She has partnered with experts across SaaS, medicine, law, and public policy to deliver learning solutions.
At TSIA, Janice’s research focuses on the role of education services in an AI-driven landscape, leveraging TSIA’s data to develop practical frameworks that help education services leaders deliver long-term business impact.
Luke Ronkowski
Senior Director of Managed Services Research
Luke Ronkowski
Senior Director of Managed Services Research
Luke Ronkowski serves as Senior Director of Managed Services Research at TSIA, where he specializes in helping technology companies build, scale, and optimize their managed services businesses. He bridges the gap between theoretical data and operational reality; he leverages TSIA’s research ecosystem and knowledge to lead member companies through complex business transformations via strategic advisory and workshops.
With over 15 years of IT leadership, he held leadership roles at Enavate, Columbus Global, and Biz Technology Solutions, where he successfully led initiatives in service transformation, customer success, and profit optimization. His expertise focuses on the practical application of best practices—helping members execute measurable strategies optimizing their Managed Services P&L, refining organizational structures, and modernizing service delivery.
Roy Dockery
Senior Director of Field Services, Industrial Equipment, and Healthcare Technology Research
Roy Dockery
Senior Director of Field Services, Industrial Equipment, and Healthcare Technology Research
Roy Dockery, Senior Director of Field Services Research at TSIA, is a highly accomplished serviced leader with a proven track record of organizational transformation, driving market growth and achieving top customer satisfaction. He has successfully led organizations through hypergrowth expansion, building resilient cross-generational cultures, and prioritizing service excellence.
With extensive experience in Service and Support, Roy is passionate about empowering leaders to build teams that exceed expectations and fostering a people-centric culture. As a research leader, he aims to future-proof the Field Service industry by providing valuable insights on AI, talent management, and operational best practices.
George Humphrey
Senior Vice President of Research
George Humphrey
Senior Vice President of Research
George Humphrey is the Senior Vice President of TSIA’s Research organization, where he leads the development of cutting-edge insights that guide the world’s leading technology companies. With over 30 years of cross-functional experience spanning product and service innovation, lifecycle management, customer success, sales, business operations, and finance, George brings a uniquely holistic perspective to the challenges and opportunities facing tech industry leaders today.
A recognized authority on business model transformation, George works closely with C-suite executives across TSIA’s member community, helping them navigate the complexities of digital disruption and AI-driven innovation. His mission: to empower companies to evolve from good to great, and to future-proof their strategies for long-term success.
Hal Stanley
Vice President of Offering Management Research
Hal Stanley
Vice President of Offering Management Research
Hal Stanley serves as the Vice President of Offering Management Research for TSIA. He directs the strategic research and member engagement initiatives that empower global enterprises to design and launch viable, high-growth service portfolios in a rapidly evolving XaaS landscape.
Prior to TSIA, Hal built a distinguished career in senior leadership at McAfee, Symantec, and Websense. His expertise as a marketing strategist allows him to navigate market shifts and identify scalable growth opportunities for complex product and service ecosystems. Hal’s unique strength lies in his commitment to amplifying the customer voice, effectively bridging the gap between cross-functional teams and their business outcomes.
A proven leader and communicator, Hal specializes in reducing technical complexity into simplified, actionable frameworks that accelerate organizational progress. As a frequent TSIA contributor, he writes extensively on service monetization, premium portfolio optimization, and outcome-based models, helping organizations master the transition toward modern, recurring revenue strategies.
Thomas Lah
Executive Director and Executive Vice President
Thomas Lah
Executive Director and Executive Vice President
Thomas Lah is the Executive Director and Executive Vice President of the Technology & Services Industry Association (TSIA), the leading association for today's technology and services organizations. He is the author of many popular books on trends affecting the tech industry, including Technology-as-a-Service Playbook: How to Grow a Profitable Subscription Business (2016) and Digital Hesitation: Why B2B Companies Aren’t Reaching Their Full Digital Potential (2022). Thomas is also the host of TSIA’s podcast, TECHtonic: Trends in Technology and Services. For over 20 years, he has been helping some of the world's largest technology companies improve the efficiency of their daily operations.
Thomas is a sought-after industry speaker on the topics of optimizing technology service businesses within product companies, business outcome engineering, customer success funding models, X-as-a-Service (XaaS) financial models, the art of helping customers successfully adopt technology, and the latest market trends impacting technology organizations worldwide. From 2002-2019, Thomas also taught an MBA class at The Ohio State University Fisher College of Business, which is based on his writings.
Thomas frequently writes about these topics on the TSIA blog: customer adoption, B4B, customer outcomes, outcome engineering, X-as-a-Service (XaaS).
Jared Raftery
Director of Partner Strategy Research
Jared Raftery
Director of Partner Strategy Research
Jared Raftery is the Director of Partner Strategy Research at TSIA. He advises technology leaders on partner strategies that drive growth and retention. His research examines the forces that shape partner performance in recurring revenue models.
Jared is an industry thought leader with more than 20 years of experience across the public and private sectors. Prior to TSIA, he built the Cloud and Managed Services partner program at Juniper Networks. He joined Juniper from Cisco Systems, where he pioneered the company’s global partner strategy for Customer Success. That work led to Cisco earning TSIA’s STAR Award for Best Practices in Customer Success.
Earlier in his career, Jared was a Sales Champion at Xerox Corporation. Following 9/11, he served as a pilot in the U.S. Navy. He later served as the “Face of the Navy” on Capitol Hill, advising members of Congress on national security policy.
Marc Troyan
Senior Director of Customer Growth and Renewal Research
Marc Troyan
Senior Director of Customer Growth and Renewal Research
Marc Troyan is the Senior Director of Customer Growth and Renewal Research at TSIA, where he helps member companies optimize revenue growth and business outcomes. With over 30 years of experience at firms like Salesforce, Adobe, and EY, Marc is a veteran leader in scaling technology organizations.
Prior to joining TSIA, Marc served as the Chief Customer Officer at Heap where he led the post-sale organization, launched their first NPS program, and expanded operations into EMEA.
Marc also headed customer success strategy for SAP in their Customer Experience business unit where he developed global onboarding programs and a unified customer lifecycle model.
Prior to its acquisition by SAP, Marc served as the SVP of Customer Success at Gigya. In this role, he navigated a 3x ARR growth and improved gross retention from 64% to over 90%. Since 2007, Marc has specialized in building high-performing customer success teams, citing the opportunity to collaborate with talented professionals as his greatest career highlight.
Thomas Lah
Executive Director and Executive Vice President
Thomas Lah
Executive Director and Executive Vice President
Thomas Lah is the Executive Director and Executive Vice President of the Technology & Services Industry Association (TSIA), the leading association for today's technology and services organizations. He is the author of many popular books on trends affecting the tech industry, including Technology-as-a-Service Playbook: How to Grow a Profitable Subscription Business (2016) and Digital Hesitation: Why B2B Companies Aren’t Reaching Their Full Digital Potential (2022). Thomas is also the host of TSIA’s podcast, TECHtonic: Trends in Technology and Services. For over 20 years, he has been helping some of the world's largest technology companies improve the efficiency of their daily operations.
Thomas is a sought-after industry speaker on the topics of optimizing technology service businesses within product companies, business outcome engineering, customer success funding models, X-as-a-Service (XaaS) financial models, the art of helping customers successfully adopt technology, and the latest market trends impacting technology organizations worldwide. From 2002-2019, Thomas also taught an MBA class at The Ohio State University Fisher College of Business, which is based on his writings.
Thomas frequently writes about these topics on the TSIA blog: customer adoption, B4B, customer outcomes, outcome engineering, X-as-a-Service (XaaS).
Our senior leadership
With over a century of combined experience, our leadership team has been hand-selected to serve your organization’s needs.
Dina Rutledge
Vice President of Finance and HR
Dina Rutledge
Vice President of Finance and HR
Dina Rutledge is the Senior Vice President of Operations for TSIA. In this role, she is responsible for the finance, human resources, talent and training acquisitions, IT/cyber securities, facilities, legal, and contract executions for TSIA. Dina and her team are also responsible for overseeing the deal desk for the sales channels.
In her role at TSIA, Dina strives to foster a culture within her team, as well as company-wide, that human resources is no longer the “principal’s office.” She and her team aim to provide operational support and fulfill the needs of all internal and external stakeholders quickly and efficiently.
Dina has 20 years of experience in her field, holds a bachelor of science degree in accounting, an MBA, and served in the U.S. Marine Corps.
George Humphrey
Senior Vice President of Research
George Humphrey
Senior Vice President of Research
George Humphrey is the Senior Vice President of TSIA’s Research organization, where he leads the development of cutting-edge insights that guide the world’s leading technology companies. With over 30 years of cross-functional experience spanning product and service innovation, lifecycle management, customer success, sales, business operations, and finance, George brings a uniquely holistic perspective to the challenges and opportunities facing tech industry leaders today.
A recognized authority on business model transformation, George works closely with C-suite executives across TSIA’s member community, helping them navigate the complexities of digital disruption and AI-driven innovation. His mission: to empower companies to evolve from good to great, and to future-proof their strategies for long-term success.
J.B. Wood
President and CEO
J.B. Wood
President and CEO
J.B. Wood is president and CEO of the Technology & Services Industry Association (TSIA), the leading association for today's technology and services organizations. Through TSIA, Wood works with the world's largest B2B technology companies on strategies to increase growth and profitability through the optimization of their services, sales, product, and channel operations.
He is a frequent industry speaker on the topics of business outcome engineering, X-as-a-Service (XaaS) business models, transformations in the traditional customer-supplier relationship, and TSIA's LAER customer engagement model (Land, Adopt, Expand, and Renew).
Wood has authored several popular books, including Complexity Avalanche (2009), Consumption Economics (2011), B4B (2013), Technology-as-a-Service Playbook: How to Grow a Profitable Subscription Business (2016) and Digital Hesitation: Why B2B Companies Aren’t Reaching Their Full Digital Potential (2022) He has also appeared in such leading publications as Fortune, The New York Times, and The Wall Street Journal.
J.B. frequently writes about these topics on the TSIA blog: customer outcomes, B4B, X-as-a-Service (XaaS), and the LAER Model.
Jeremy DalleTezze
Senior Vice President of Member Success and Digital Operations
Jeremy DalleTezze
Senior Vice President of Member Success and Digital Operations
Jeremy DalleTezze, Ph.D., is the Senior Vice President of Software Development and Analytics for TSIA. In this role, he works with members to identify and study the emerging trends in consumption analytics through surveys, case studies, webinars, presentations, and member inquiries. He also is the head of TSIA’s internal analytics team, known as “the A-Team”, which provides analytics support for TSIA, including the research team, by analyzing their benchmark and survey data.
Throughout his career, Jeremy has gained extensive operational experience in deriving insights from data. He earned his Ph.D. in international economics and finance at Brandeis University, where he analyzed patent portfolios created by IT corporations, alliances, and joint ventures for his dissertation. Jeremy has held various positions as a senior analyst, analytics consultant, and assistant professor of business, where he worked with both small and large corporations on topics including forecasting, retail chain optimization, web analytics, text mining, and consumption analytics.
Prior to joining TSIA in 2013, he was a professor and director of analytics at a private academic institution in Pennsylvania, which honed his abilities to deliver the more advanced aspects of the analytics world to a wider audience. Jeremy aims to help TSIA members better understand analytics processes and improve their communication skills with their internal data collection and analytics teams.
Jeremy frequently writes about these topics on the TSIA blog: consumption analytics, data analytics, and metrics.
Jerome Peck
Senior Vice President of Product and Marketing
Jerome Peck
Senior Vice President of Product and Marketing
Jerome Peck is the Senior Vice President of Product and Marketing for TSIA, where he oversees the digital member experience roadmap and TSIA's research and advisory portfolios.
Jerome is an innovative product leader and entrepreneur with over 12 years of experience launching successful B2B/B2C SaaS products and implementing recurring revenue models in project-based markets. He co-founded Rule, a SaaS team collaboration solution enjoyed by over 20,000 teams worldwide prior to being acquired in 2012.
His passion and study of storytelling has led him to narrative consulting engagements on several released feature films, along with campaign strategies for marketing and advertising agencies.
In his role at TSIA, Jerome is focused on TSIA’s own digital transformation and evolving the company into a standardized, scalable, and digitized XaaS business.
Martin Dove
Chief Revenue Officer (CRO)
Martin Dove
Chief Revenue Officer (CRO)
Martin Dove is the Chief Revenue Officer of the Technology & Services Industry Association (TSIA), bringing over 30 years of global sales experience to the role. He is responsible for all revenue-related functions, including sales and success for the Membership, Partner, and Events lines of business.
Martin also led TSIA's Subscription Sales research and advisory practice and served as CRO of Outcome Chains, an innovative sales-focused SaaS company. His extensive career also includes sales leadership and general management positions at NTT and Dimension Data, where he was part of the global services leadership team responsible for sales and go-to-market functions.
Recognized as a leading expert in industry and outcome-based selling, Martin is known for his pragmatic approach, focusing on simplification and removing friction to achieve sustainable performance improvement. His global experience spans the USA, Europe, South Africa, Australia, and New Zealand.
Thomas Lah
Executive Director and Executive Vice President
Thomas Lah
Executive Director and Executive Vice President
Thomas Lah is the Executive Director and Executive Vice President of the Technology & Services Industry Association (TSIA), the leading association for today's technology and services organizations. He is the author of many popular books on trends affecting the tech industry, including Technology-as-a-Service Playbook: How to Grow a Profitable Subscription Business (2016) and Digital Hesitation: Why B2B Companies Aren’t Reaching Their Full Digital Potential (2022). Thomas is also the host of TSIA’s podcast, TECHtonic: Trends in Technology and Services. For over 20 years, he has been helping some of the world's largest technology companies improve the efficiency of their daily operations.
Thomas is a sought-after industry speaker on the topics of optimizing technology service businesses within product companies, business outcome engineering, customer success funding models, X-as-a-Service (XaaS) financial models, the art of helping customers successfully adopt technology, and the latest market trends impacting technology organizations worldwide. From 2002-2019, Thomas also taught an MBA class at The Ohio State University Fisher College of Business, which is based on his writings.
Thomas frequently writes about these topics on the TSIA blog: customer adoption, B4B, customer outcomes, outcome engineering, X-as-a-Service (XaaS).
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