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Home > Research Practice

CRO Council


A research and data-based community for Chief Revenue Officers and Senior Executives focused on growing XaaS revenue across the customer lifecycle.


Customer Lifecycle Optimization

Cross Functional Revenue Orchestration

Resource Effectiveness and Efficiency

Revenue Acquisition 

Data & Analytics Placement

Outcome Based Engagement

Growing Revenue via Channel Partners

chief revenue officer priorities report

The State of the Chief Revenue Officer (CRO): 2023

Optimizing Revenue Growth across the Customer Life Cycle

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Join an Exclusive Community of Chief Revenue Officers

Executives focused on profitable revenue growth via compelling offers and integrated portfolios.


The Pillars of Revenue Optimization

Customer Lifecycle Optimization

Close deals that set you and your customers up for success in a long term, contractual relationship and grow revenue from existing customers.

Cross Functional Revenue Orchestration

TSIA Data and Expertise helps you plan to optimize your XaaS Sales, at any stage in your XaaS transformation and across the customer lifecycle.

Resource Effectiveness 
and Efficiency

Placing the right sales or CS resource on the right deal at the right time with the highest chance of success at the lowest revenue acquisition cost (RAC).

Data & Analytics Placement

TSIA Frameworks and expertise helps you leverage data and analytics to improve XaaS sales effectiveness and efficiency.

Outcome Based Engagement

TSIA data and resources help you stop selling features and functionality and start selling around customer outcomes.

Growing Revenue via Channel Partners

TSIA channel optimization research enables you to grow recurring revenue and lower sales costs by effectively leveraging channel partners.

Top Business Challenges We’re Solving for Chief Revenue Officers:

  • Customer Lifecycle Revenue Optimization
  • Optimizing Revenue Acquisition Cost (RAC)
  • Leveraging Data and Analytics for Revenue Growth
  • Outcome-Based Selling and Engagement
  • Key Performance Indicators (KPIs): Customer Lifecycle Revenue Growth
  • Increasing Win Rate
  • Account Segmentation for Effective Selling
  • Defining the Relationship between Sales and Customer Success
  • LAER Partner Enablement
  • XaaS/SaaS Partner Incentives

Chief Revenue Officer Emerging Role

A Chief Revenue Officers’ Community that helps you navigate this often-volatile landscape and provides you with tools to succeed in the role.

"This is not a snazzy title for the head of sales. This is a new, more advanced, and targeted executive—and a team that is focused on those five circles. Many of you don’t have anybody focused on those five circles. And that has got to change."

Chief Revenue Officer Priorities
Never More Important than Now

chief revenue officer priorities

Helping Chief Revenue Officers Understand...


To reduce only the operating costs that don’t cut into the productivity or efficiency of profitable revenue generation.

Increase Sales with Fewer Salespeople

  • Increase sales with less staff by leveraging data and analytics from the entire customer lifecycle to place the right resource on the right deal at the lowest cost with the highest chance of success.

Customer Lifecycle Revenue Optimization

  • Understand where to eliminate ineffective activities that lead to revenue loss and revenue latency. Improve win rates and make sales more efficient through analytics, and paying lower commision by leveraging e-commerce and Customer Success for lower complexity transactions.
  • Enable Partners across LAER by deepening partner relationships by shifting focus beyond the initial sale and expanding focus to adoption, expansion, and renewal capabilities at greater scale and lower cost than direct.

Benchmark Revenue Efficiency

  • Identify what critical practices drive down Revenue Acquisition Cost (RAC) and lead to cost-efficient growth.


To focus more on the places where revenue CAN be grown in this economy.

Increase Sales Effectiveness and Win Rates

  • Leverage data and analytics to inform the optimal sales process and maximize revenue per prospect and increase total contract value.
  • Learn how to educate partners on customer-centric value of XaaS portfolios.

Data-driven Expansion and Cross-selling

  • Leverage lifecycle analytics to identify key customers to target for expansion and find new cross-sell opportunities without additional marketing expenses.

Outcome-based Customer Engagement

  • Increase sales, adoption, and renewal by leveraging outcome frameworks to drive the right discussions and ensure clean handoffs with Customer Success.


The State of the Chief Revenue Officer (CRO): 2023

Optimizing Revenue Growth across the Customer Life Cycle

TSIA believes the Chief Revenue Officer role will become more and more commonplace within technology companies. Why? Because the business models of technology providers are changing, and the way they generate revenue needs to adapt to this reality. This paper will cover the following ground related to the rise of the Chief Revenue Officer role:

  • The second wave of business model transformation now facing technology companies
  • The next-generation growth engines
  • The emerging role of Chief Revenue Officer versus the role of sales executive
  • The Chief Revenue Officer initiatives journey
  • Success metrics for the Chief Revenue Officer

Authored By:

  • Thomas Lah, Executive Director and Executive VP, TSIA
  • Steve Frost, VP and Managing Director, Revenue Research and Advisory, TSIA
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Attend a TSIA Conference to Expand Your Network & Get Exclusive TSIA Data

TSIA conferences are designed to help you create your revenue strategy and give you the tools you need to implement it. Learn about the most important topics facing the technology industry and find out how other leading companies are meeting their challenges. In addition to dynamic speakers and critical insights, you’ll have a chance to meet with other executives who are focused on revenue growth and efficiency through the entire customer lifecycle.

Learn More

Steve Frost speaking in a keynote


Meet Our Research Executive

Steve Frost
VP & Managing Director, Revenue Research and Advisory

Steve Frost is the vice president and managing director of revenue research and advisory for TSIA. He also serves TSIA’s vice president of CRO Council research. Steve helps member companies grow their services, subscription, and XaaS revenue by optimizing their practices for growth throughout the customer lifecycle.

Join a community of like-minded executives focused on efficient revenue growth across the customer lifecycle.
  • Meaningful connection with other CROs, with two in-person and two virtual Council meetings per year
  • TSIA Revenue Optimization Benchmark with customized readout and recommendations
  • The world’s most complete body of research on Outcome Based Engagement and Lifecycle Revenue Optimization, and practical research on topics like Analytics, Compensation, Skills, and Cross-functional Handshakes
  • Access to TSIA researchers, including subject matter experts on Sales & Revenue, Data & Analytics, and other key topics
  • Ability to influence TSIA research on new and emerging critical topics and industry trends