In 2020, Subscription and Technology-as-a-Servce (XaaS) models will continue to become more and more prevalent across nearly every part of the technology industry. It is clear that selling XaaS offerings is a pathway to growth. What is less clear, however, is how to achieve the growth rates that companies (and their investors) desire from XaaS, while still maintaining profit margins that are healthy and sustainable.The best way, in fact perhaps the only way, to achieve both growth and profits is by driving more revenue from your existing customers, rather than focusing the majority of your efforts and resources on acquiring new ones.
However, the strategy, methods and tactics required to grow existing customers in the XaaS model are very different than the ones required under the traditional transactional approach to selling technology. A partnership between Sales, Marketing, Services, Customer Success, Data and Analytics, and Channel Partners is required to optimize profitable XaaS growth.
The cross-functional efforts required to grow existing customers in XaaS are the focus of TSIA’s Expand Selling research in 2020, and this 45-minute webinar with TSIA’s Steve Frost, Vice President, Expand Selling Research, will set the table for a re-examination of the people, processes and technologies that go into growing existing customers.