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Research Report

The Role of Sales in the XaaS Transformation

This report is for CRO Council members only

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Pivoting a sales force to successfully sell compelling XaaS offers is one of TSIA’s seven key workstreams of a XaaS business model transformation.  Ultimately, sales organizations can be critical accelerators or devastating inhibitors for the overall transformation and may ultimately decide whether or not the transformation is successful. For this reason, we are dedicating this paper to the role sales organizations play in the XaaS transformation. This paper will cover the following topics:

  • What failure looks like in technology sales for XaaS.
  • Shifting the charter of the sales organization “to the right.”
  • Sales reps as value brokers.
  • Meet your new teammates.
  • Sales as an accelerator to XaaS transformation.
  • Sales as an inhibitor to XaaS success.
  • What is at stake for sales organizations?

Authored By:

Steve Frost

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

Thomas Lah

Executive Vice President and Executive Director, TSIA

Publish Date: June 6, 2021

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