Technology as a service (XaaS), sold on a subscription basis, is rapidly becoming the dominant go-to-market model in the industry. Many companies have been on a journey to transform and optimize their sales organizations for XaaS, but the clock is ticking, and the runway for making these changes is shortening. Even companies who are already down the path to transformation or were “born in the cloud” will need to change in order to succeed in a world where simply offering their products on a subscription basis is no longer enough to have a competitive advantage. This paper will show what’s happening in the industry, talk about the impact this change has on sales, and give you some insight into TSIA’s research and methodologies on how to optimize your sales organization for selling XaaS with four core motions: Get Aligned, Become Data-Driven, Sell Outcomes, Optimize for the Customer Life Cycle.