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Thomas Lah

Executive Director and Executive VP

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, his latest being Technology-as-a-Service Playbook: How to Grow a Profitable Subscription Business. 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.

Top Executive Advisory Engagements

  • Navigating Hazy Horizons
  • COVID-19 Impacts on Technology Business Models
  • The Playbook for Profitable XaaS
  • As-A-Service Transformation and Alignment
  • Changing Value Propositions for XaaS
  • Journey to LAER Efficiency
  • Outcome Engineering: Scale Customer Value Delivery
  • XaaS Financial Models: The Business of the Cloud
  • Sales & Service Blur: Unlock New Customer Revenue
  • XaaS Pricing Models: Success of Premium Offers
  • The Next Gen Portfolio: Innovate Offer Development
  • LAER Coverage Model: Rethinking Sales and Service

Research and Webinars

Check out the most recent resources published by Thomas.

July 27

Technology Industry Quarterly Review Q2 2022

Get Thomas Lah’s analysis of tech revenue and profit trends and learn what’s driving growth and profitability in tech business models today.

Research Report

Why CROs Will Become Commonplace

This report looks at the role of the chief revenue officer and looks at why that role will become commonplace in the near future.

Research Report

How Successful B2B Tech Companies Navigate Economic Uncertainty

This is a high-level playbook for how TSIA recommends members navigate the coming economic downturn.


Keynote | Fireside Chat: Seven Insightful Experiences From a Seasoned Tech Execu

Sue Barsamian has held many senior roles in her successful career in the technology industry, last serving as the Chief Sales and Marketing Officer . . .


Five Steps to Solidifying an XaaS Strategy and The Fish Model

In this session, TSIA Executive Director Thomas Lah will walk through five steps leadership teams should take when crafting an XaaS business . . .


Organizational Options for Incubating an XaaS Business Model

One of the most common inquiries TSIA receives from companies that are standing up new XaaS offers is how to organize to support those offers. In . . .


Keynote | Fireside Chat: Customer Success at all Sizes

Mari Cross serves as the SVP of Global Success and Services at Confluent, a fast-growing cloud company that went public in 2021. Previously, Mari . . .


Opening Keynote | Digital Hesitation: Why B2B Companies Aren't Reaching Their Fu

In this opening keynote, Executive Director Thomas Lah will present the key concepts of TSIA’s latest book: Digital Hesitation: Why B2B Companies . . .


Technology Industry Quarterly Review Q1 2022

Get Thomas Lah’s analysis of tech revenue and profit trends and learn what’s driving growth and profitability in tech business models today.

Research Report

Introducing the Rule of 35, XaaS Success Zones, and RAC

This paper introduces three data-driven frameworks technology companies can use to assess the efficacy of their operations.

White Papers

TSIA Versus

This white paper explains how the TSIA platform is different from traditional management consulting and analyst firms.

Data View

Chapter 1 Preview: Digital Hesitation

Get a sneak peek of TSIA's new book, Digital Hesitation, and see why it's a must-read for every B2B tech company.