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Steve Frost

VP & Managing Director, Revenue Research and Advisory

Steve Frost is the vice president and managing director of revenue research and advisory for TSIA. He also leads TSIA’s CRO Council, a research and data-based community for Chief Revenue Officers and Senior Executives focused on growing XaaS revenue across the customer lifecycle. Steve helps member companies grow their services, subscription, and XaaS revenue by optimizing their practices for growth throughout the customer lifecycle.



Top CRO Council Advisory Engagements

  • The State of XaaS Sales and Revenue Optimization
  • LAER and the 7 Levers of Go-To-Market Transformation
  • Interactive Strategy Review
  • Grow Services Revenue with Existing Customers
  • The Roles and Responsibilities of Revenue Growth
  • The Future of Selling and the Role of Sales in the XaaS Transformation
  • The Sprint to Subscription: What it Means for Your Business
  • An Introduction to Outcome-Based Sales and Engagement
 
 
 
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Research Report

The State of the Chief Revenue Officer (CRO): 2023

This paper examines a CRO versus a sales executive, how CROs are dealing with digital transformation, and top initiatives for next 12 to 18 months.

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Data View

TSIA Quick Poll Results: Driving Consumption

This Data View Identifies industry-standard best practices for driving customer consumption for XaaS offers.

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The Customer Lifecycle Approach to Revenue Growth

Discover TSIA’s research and best practices on how to grow revenue and increase profits by taking a smarter, more holistic approach.

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Research Report

The Complexity and Capability-Based Customer Engagement Model for LAER

How to set up and manage the handshake between the sales and the customer success functions around upsell, cross-sell, and renewals.

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Data View

R3 Poll Results: XaaS Sales Skills

This Data View shares results from the R3 Poll, XaaS Sales Skills, and identifies leveraged sales skills for outcome selling.

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Research Report

How to Close Upsells with Renewals and Customer Success

This report gives guidance on how to involve services and customer success teams in upselling to existing customers.

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Stop Talking About Sales. Start Talking About Revenue

Maximize your company’s revenue by delivering the outcomes you promised.

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Research Report

Selling for Success

This report discusses when and how the customer success organization and a company’s CSMs should be involved in the pre-sales and closing motions.

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Research Report

How to Unlock Revenue Growth with Existing Customers

How to utilize people, process, and technology across the different functions in your organization to drive revenue growth with existing customers.

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Research Report

Why CROs Will Become Commonplace

This report looks at the role of the chief revenue officer and looks at why that role will become commonplace in the near future.

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An Introduction to Sales for Non-Sales People '22

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What Revenue Leaders are Thinking About Right Now

TSIA recently interviewed a group of CROs, GMs and CCOs. We learned about what these leaders are thinking about right now, and what their top . . .