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Steve Frost is the vice president and managing director of revenue research and advisory for TSIA. He also serves TSIA’s vice president of expand selling research. Steve helps member companies grow their services, subscription, and XaaS revenue by optimizing their practices for growth throughout the customer lifecycle.
Throughout his career, Steve has held various leadership and business development roles for both large organizations and startups, and has been directly responsible for more than $750 million in revenue. Prior to TSIA, Steve has been involved in many different facets of the technology industry. Steve began his career at Netscape in the mid-90’s before moving on to lead the North American inside sales team at managed services pioneer Loudcloud.
He was one of the first 700 employees at Google, where he was directly responsible for developing the first-ever strategic partnerships between Google and major telecommunications companies including Comcast, Verizon, AT&T, and Sprint. More recently, he helped startup companies define their go-to-market strategy and business development tactics.
As a firm believer in a customer-first business approach, Steve is dedicated to helping members of TSIA’s Expand Selling research practice unlock new revenue opportunities via cross-sell and upsell by ensuring that their customers will receive the most value from their purchases. He truly believes that selling can be helpful to the customer when done in a way that focuses on the customer outcome, and in the context of helping them to solve a problem.
He also created a video series defining the 4 stages of engaging Services and Customer Success in the sales process to increase spending with existing customers.
Steve frequently writes about these topics on the TSIA blog on the topics of expand selling, lead generation, sales, touchpoint calculus, and X-as-a-Service (XaaS).
Customers Wont Grow Themselves The State of Expand Selling 2021
Join us to learn how to efficiently grow revenue with your existing customers.
Driving Subscription Upsell and Cross-Sell Through Channel Partners
Join us to learn how to move your channel into a lifecycle sales cadence to drive more recurring revenue off your base of ARR.
Expand and Renew
This report looks at how to maintain and grow revenue without additional sales and marketing budgets.
Re Start Your Growth Engines XaaS Your Existing Customers
Create a strategy to migrate your subscription models by leading existing customers to new offerings, while also building ongoing profitable growth.
TSIA DataPoint that looks at the effect of services-generated leads.
No Letter in LAER Stands Alone
In this TSIA webinar, you’ll learn how LAER efficiency results in cost-efficient revenue growth.
Survival Guide for Renewing Recurring Revenue in the COVID-19 Economic Crisis
In this paper we discuss the implications of discounts on ARR and their impact on a company over a long period of time.
Slides | Re-Start Your Growth Engines: XaaS and Your Existing Customers
Discover how to achieve profitable growth in XaaS and Subscription models by driving more revenue from existing customers.
Expand Selling | Re-Start Your Growth Engines: XaaS and Your Existing Customers
The COVID-19 crisis will only intensify two of the most prominent trends in the tech industry: The movement to XaaS offerings and the need to drive . . .
Re Start Your Growth Engines XaaS and Your Existing Customers 1
This sessions focus is on the cross-functional efforts required to grow existing customers in XaaS.
Who Should Own Renewals?
A framework for renewing existing customers and growing recurring revenue streams in an economic downturn.
The COVID-19 To-Do List for Revenue Leaders
A current and future checklist for revenue leaders for managing a crisis.
The Technology & Services Industry Association (TSIA) is dedicated to helping technology and services organizations large and small grow and advance in the technology industry. Find out how you can achieve success, too. Call us at (858) 674-5491 or we can call you.