CRO Council

Smarter strategies to maximize revenue across your entire customer lifecycle

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.

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 with LAER-Efficient sales strategies.

Cross Functional Revenue Orchestration

Align the cross-functional roles in your company, from Sales to Specialists to Customer Success to Marketing to your executive team.

Resource Effectiveness and Efficiency

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).

AI, Data & Analytics Placement

Choose the right priorities and projects to make the most out of your investments in AI, data and analytics to improve XaaS sales effectiveness and efficiency.

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 o 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 Managed Services 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 & 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.
Steve Frost
VP & Managing Director, Revenue Research and Advisory
Jack Johnson
VP, Customer Growth and Renewal Research
Jared Raftery
Director, Partner Revenue Research and Advisory
Thomas Lah
Executive Director and Executive VP
Jared Raftery
Director of Revenue Research & 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.

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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.
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For companies seeking cross-organizational transformation, leveraging extensive data-driven strategies to foster innovation and leadership across all levels and departments.
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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.