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Research Report

Owning Renewals

This report is for Customer Growth and Renewal members only

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Who should own renewals is a persistent business challenge for today’s technology companies. The growth of technology subscriptions—XaaS, and the continued growth of attached customer success on top of traditional maintenance and support contracts has caused companies to re-evaluate the most efficient and effective manner to go to market for managing these revenue streams. Revenue streams are increasingly the lifeblood of these companies.

Eight years ago, TSIA proposed an organizational response to this dynamic in Technology-as-a-Service Playbook: How to Grow a Profitable Subscription Business. This framework realized that the traditional sales account manager or account executive could not cost-effectively scale to attend to the increase in small-dollar renewable events. The newly created customer success organization was well-positioned to take up the slack for low-complexity upsells and renewals, direct ownership, or support the account executive and the renewals specialist to achieve revenue growth charters.

This report is the result of a six-month-long research study.


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Authored By:

Jack Johnson

Vice President, Customer Growth and Renewal, TSIA

Sean Jones

Director, Research Analytics, TSIA

Publish Date: November 14, 2023

TSIA is well worth the investment. This is the one place where you can come and get a fusion of ideas that you can then marry up to the goals and objectives of your organization and boil that down into several actionable plans that you can implement over the next 6 months to a year.

Peg Rodarmel, SVP, Subscription Services, Infor

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