Keynote: Aligning for Growth and Outcomes

There is no longer any doubt about the future business and operating models of successful technology companies. We all need to build GaaP-profitable, recurring-revenue businesses focused on selling and delivering customer business outcomes in a land, adopt, expand, renew (LAER) motion. This is not just true of born-in-the-cloud SaaS companies, but also nearly everyone in industrial equipment, traditional tech, and medical device industries. 

So, if technology-as-a-service is BY FAR the fastest growing sector in tech and LAER is all the rage among most tech execs then why are some traditional companies still moving so slowly? And if we know that current sales, marketing, and service models are eating away all the profits at SaaS companies, then why are THEY not moving more aggressively at modernizing them? It's because the historical organizational and financial structures of the tech industry have become boat anchors for companies trying to build a next-generation business. 

In this keynote, TSIA CEO J.B. Wood will focus on two of the most hotly debated, emotion-fueled topics being hashed out in boardrooms across the industry: (1) the lack of alignment on LAER organizational structures, and (2) the lack of alignment on cost and revenue allocations in new models. 

Wood will assert that these two things MUST be resolved in order to allow companies to achieve their full potential for growth and profits. To accelerate the conversation, this keynote will make a specific proposal on how the future organizational model of sales, services, and customer success should look, what each organization should be chartered to do, what functions should be managed globally versus regionally, and how the revenues and costs should be allocated onto the income statement.