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Research Report

The State of Customer Growth and Renewal: 2022

"The year 2021 saw a sharp recovery from the interruptions and uncertainty of 2020."

In our annual “State of” papers, TSIA identifies major trends in each of the research areas we cover, analyzing key capabilities in response to shifting business challenges. During 2021, we observed several major factors that caused our member companies to adapt to new conditions and adopt additional business capabilities that helped them not only defend against economic pressures, but also take advantage of opportunities.

In this paper, we will discuss four emerging trends in which technology companies are engaged as they optimize for the emerging business challenges inherent in a technology subscription (XaaS) world and optimize their go-to-market positions for their existing customer base:

1. The LAER Customer Growth Team
2. Expansion at Scale
3. Hybrid Renewal Models 
4. Digital Realities

In TSIA’s Customer Growth and Renewal practice, we see several key trends, some continuing from years past and maturing over time, and some newly emerging. All of these transformations create opportunities to infuse profitable, predictable, recurring service revenues into your business model. 

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Authored By:

Jack Johnson

Vice President, Customer Growth and Renewal Research, TSIA

Publish Date: February 10, 2022

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Peg Rodarmel, SVP, Subscription Services, Infor

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