CRO Council
Smarter strategies to maximize revenue across your entire customer life cycle
Join a research-driven community of Chief Revenue Officers focused on cross-functional alignment for growing and optimizing XaaS revenue.
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A sample of the TSIA CRO Council community
How can your TSIA CRO Council subscription help you today?
9/10
9 of 10 CROs indicate they must change their customer engagement model.
2X
2X the rate that XaaS sales specialists are growing revenue over generalists.
27%
27% average per-year growth for top XaaS revenue performers who follow pacesetter practices.
9/10
9 out of 10 companies heavily discount their subscription offers, which means they're selling on price—not on outcomes.
Impact of AI
Understand the fundamentals of successful AI capability deployment, and learn which AI use cases can optimize your revenue generation workflows.
Renewal and expansion
Align your priorities, resources, and communications to optimize your XaaS sales at any stage in your XaaS transformation and across your entire customer life cycle.
Cost of sales
Place the right sales, partner, or customer success resource on the right deal at the right time with the highest chance of success at the lowest revenue acquisition cost (RAC).
Data and analytics placement
Turn your data and analytics into increased XaaS sales effectiveness and efficiency with proven frameworks and insights.
Outcome based engagement
Improve win rates, shorten sales cycles, and improve customer experience by anchoring on customer outcomes rather than selling on features and functionality.
Growing revenue through channel optimization
Drive XaaS channel revenue and get real results with data-validated guidance on incentives, enablement, and best practices.
Explore deeper insights
Critical insights to transform your company
Navigating tough economic times
Where to cut back
Increase sales with fewer salespeople
- Maximize sales efficiency with data and analytics throughout the customer lifecycle for optimal resource allocation.
Customer lifecycle revenue optimization
- Maximize revenue with streamlined sales, analytics, and cost-effective e-commerce and Customer Success.
Benchmark revenue efficiency
- Leverage insights to identify opportunities to properly balance resource distribution between high-cost and low-cost functions.
Where to find revenue
Increase sales effectiveness and win rates
- Optimize the sales process with data and analytics to maximize revenue per prospect and increase total contract value.
Data-driven expansion and cross-selling
- Use lifecycle analytics to pinpoint expansion targets and uncover cross-sell opportunities—without extra marketing costs.
Outcome-based customer engagement
- Boost sales, adoption, and renewals using outcome frameworks for effective discussions and handoffs with Customer Success.
Staying ahead of the AI revolution
Understand industry trends and priorities
Gain insight into how other revenue leaders are leveraging AI, and where peer organizations have succeeded (or failed).
Improve revenue efficiency and effectiveness
Offload complex sales tasks to lower cost resources, powered with AI-based account insights.
Lower revenue acquisition cost (RAC)
Automate repeatable sales processes, and tailor messaging to customers' desired business outcomes.
Solutions designed with you in mind
Check out some of the biggest challenges we’re privileged to help our CRO Council subscribers solve
Check out TSIA’s latest and greatest insights
Proprietary data.
Real results.
From inquiry and expert guidance to data services, workshops, virtual advisory sessions, and interactive strategy reviews, we help you more efficiently align people, processes, and technology to your financial results.
Inquiry and expert guidance
Make informed decisions, identify gaps, and mitigate risk with the knowledge of our Research Experts.
Interactive strategy reviews
We’ll review and validate your strategies against proven data to help make sure your organization is on the right track.
Workshops
Collaborate with our Researchers to accelerate your organizational capabilities, optimize performance, and transform your business model.
Virtual advisory sessions
Let our team customize a hyper-targeted plan for your organization, designed to tackle the challenges you’re facing right now.
Data services
Targeted quick polls and surveys showcase the latest industry trends so you can always see how your business compares.
The TSIA advantage
Efficiently tie people, process, and technology to your financial results with industry-validated best practices and guidance.
Understand what “good” looks like
Track the metrics that matter
Stay current on up-to-the-minute industry trends
See where the industry is headed
Tackle unique business challenges
Meet your research teams
With over a century of collective experience, our research experts are here to make sure your business gets the most out of your CRO Council membership.
Jack Johnson
VP, Customer Growth and Renewal Research
Jared Raftery
Director of Revenue Research and Advisory
Thomas Lah
Executive Director and Executive VP
Supported by expert analytics and insights teams
Our data and research analysts and industry insights teams are here to make sure your researchers have everything they need to help your business thrive.
Data Analysts
Skilled in automation, visualization, and data engineering, our data analysts scale and maintain TSIA’s data engines.
Research Analysts
Using rigorous statistical analysis, our research analysts identify and define the critical insights that fuel our research
Data Journalists
Through data-driven storytelling and targeted interviews with member companies, our data journalists interpret and present our research analysts' findings.
“TSIA has helped provide important strategic insights and informative benchmarks as we continue to build out our overall GTM engagement model. Their benchmark survey helped us highlight some focus areas and TSIA’s research around best practices and their research inquiry services have allowed us to shape our organization to continue to improve our revenue growth rate and efficiency.”
Tom Cordiner
Chief Revenue Officer
“TSIA’s CRO Council has given me the opportunity to have meaningful conversations with other top executives about our shared challenges. For CROs, it’s hard to find a forum to hear new ideas and new approaches. We’ve been able to learn from others, while also sharing about the successes we’ve had.”
Todd Cione
Chief Revenue Officer
The Emerging Role of AI in Sales and Revenue Growth
Technology providers’ business models are changing—and so too must the way they generate revenue. Enter the rising importance of the Chief Revenue Officer.
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Essential resources to elevate your entire organization
The TSIA Portal gives you access to the tailored insights, strategies, and tactics you need to grow your organization and career.
Ready to become a member?
Our annual plans are designed for your success
These plans provide a range of services, including access to exclusive data, strategic support, and in-depth reviews and discussion with our Research Executives.
TSIA Portal Access
On-Demand Research, Webinars, Data Tools
Research Report Access
Research Inquiries
Custom Benchmark
Conference Vouchers
Premium Credits
Standard
Per research area
For companies just starting to use data to make decisions and seeking to become industry-validated.
TSIA Portal Access
Several Users
Research Report Access
Full access
Research Inquiries
Several
Custom Benchmark
One
Conference Vouchers
Several
Premium Credits
None
Premium
Per research area
For companies actively enhancing their strategic objectives and needing additional support from TSIA Member Success and Research Executives for contextual data insights.
TSIA Portal Access
More Users
Research Report Access
Full access
Research Inquiries
More
Custom Benchmark
One
Conference Vouchers
More
Premium Credits
Several
Premium Plus
Per research area
For companies at the senior executive or CXO level, focusing on business model strategy and structure, with Research Executives aiding in using industry-validated data to tackle critical business challenges.
TSIA Portal Access
Many Users
Research Report Access
Full access
Research Inquiries
Many
Custom Benchmark
One
Conference Vouchers
Many
Premium Credits
More
ALL ACCESS
All research areas
For companies seeking cross-organizational transformation, leveraging extensive data-driven strategies to foster innovation and leadership across all levels and departments.
TSIA Portal Access
Most Users
Research Report Access
Full access
Research Inquiries
Most
Custom Benchmark
Several
Conference Vouchers
Most
Premium Credits
Most
Join the conversation
We couldn’t do what we do without you. That’s why whether in-person, virtually, or both, we’re proud to connect you with a diverse and inclusive network of other industry professionals who have solved the same challenges you’re facing.
TECHtonic: the TSIA Podcast
Join host Thomas Lah as he discusses tried-and-true strategies companies need to employ to stay relevant, get profitable, and succeed in the ever-changing technology and services space.
Ready to optimize your revenue across the customer lifecycle?
Our industry-validated research and advisory that you can't get anywhere else is here to help you make impactful, data-driven decisions that produce real results.