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Research Report

Expand and Renew

"Most companies want to change and optimize their engagement model, but few of them have any idea how to get started."


As the downturn of 2020 rages on, technology companies have to find a way to maintain and grow revenue without additional sales and marketing budgets. The only way to accomplish this cost effectively is by growing your existing customers while making sure to keep the revenue you already have on the books.

This paper will show that the renewal and expansion motions are indeed converging, and that much of the duties around both functions are falling squarely on the shoulders of customer success and renewals specialists. This is, in fact, a good thing.  When customer success and other non-traditional sales roles handle expansion and renewal, not only do revenues grow faster, but renewal rates actually increase in the process.

Authored By:

Steve Frost

Vice President and Managing Director, Revenue Research and Advisory, TSIA

Jack Johnson

Vice President, Service Revenue Generation Research, TSIA

Publish Date: August 25, 2020

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