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A New Podcast to Navigate Shifts in the Technology Industry

Introducing TECHtonic: Trends in Technology and Services

2 min read
By Thomas Lah

I love podcasts and listen to them every day–in the car, on a bike ride, doing yard work. They’re so portable. The podcasting sector saw an almost unprecedented boom in reach this past decade, especially during the pandemic. One of the reasons for this is listeners' ability to multitask while getting to their daily news updates or true-crime deep dives. In fact, one study showed that 94% of podcast listeners tune in while doing other tasks, making it the perfect format for busy technology professionals to stay up-to-date on emerging trends, and a key reason TSIA has decided to launch a podcast of our own.

Our TECHtonic: Trends in Technology and Services podcast features conversations with TSIA’s research team on shifts in the ever-changing technology industry. In our ten part pilot series on the “have and have nots'' of the technology industry, we dive in to TSIA’s data vault to provide you with answers to the industry’s most pressing questions on how business models are being changed forever and what capabilities technology providers need to win market share and be positioned for success.

If you love insights from the TSIA research team but sometimes struggle to find time to read our reports, this is the podcast for you!

Check Out These Episodes!

Below is an overview of each episode. You can listen now on Apple Podcasts and Spotify.

Episode 1: Overview: The Haves and Have Nots

Host Thomas Lah gives listeners an overview of the attributes separating the "haves" from the "have nots" in the technology industry.

Episode 2: Low Friction Land

Thomas and Steve Frost click into the success attribute of "Low Friction Land" and provide some industry examples.

Episode 3: Robust XaaS Revenues

Thomas and George Humphrey review the dramatic growth of XaaS revenue streams within the technology industry. They also discuss the difference between recurring revenues and XaaS revenue streams.

Episode 4: Signal Liquidity

Thomas and Jeremy Dalletezze discuss the importance and power of technology telemetry to unlock new customer value propositions.

Episode 5: Analytic Driven Insights

Thomas and Jeremy Dalletezze discuss how technology providers are leveraging analytics to increase their value proposition to customers.

Episode 6: Adoption Aptitude

Thomas and Stephen Fulkerson discuss the importance of "adoption aptitude" in today's technology marketplace.

Episode 7: Product Led Growth and Platform Business Models

Thomas and Laura Fay discuss the ongoing migration from "sales-led growth" to "product-led growth." They also discuss the growing interest in platform business models.

Episode 8: The Role of Sales in XaaS Transformation

Thomas and Steve Frost discuss the changes facing technology sales organizations and how sales can be an accelerator in the XaaS transformation.

Episode 9: The Role of the Channel in XaaS Transformation

Thomas and Anne McClelland discuss how channel teams need a new playbook when driving XaaS offers through the channel ecosystem.

Episode 10: The Case for Transformation

In this final episode, Thomas reviews the key reasons technology providers need to pursue the organizational capabilities outlined in this series.

Let Us Know What You Think

If you like the series and want to see TSIA do more, please let us know by taking a moment to rate the podcast. Thanks for listening!

 July 22, 2021

Thomas Lah

About Author Thomas Lah

Thomas Lah is executive director and executive vice president of TSIA. Since 1996, he has used his incisive analysis, strategic thinking, and creative solutions to help some of the world’s largest technology companies improve the efficiency of their daily operations. He has authored several books, including, Bridging the Services Chasm (2009), Consumption Economics (2011), B4B (2013), and 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 is also the host of TSIA’s podcast, TECHtonic: Trends in Technology and Services.

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