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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).
TSIA Virtual Summit: Transforming your Customer Engagement Model for Growth
Join us for this 2.5 hour virtual summit to ask your questions live, about COVID-19 and get insight into improving adoption, expansion, and renewal.
A New Approach to Customer Growth: The State of Expand Selling 2020
Join us and learn how to optimize profitable XaaS growth through partnership between sales, marketing, and services.
A New Approach to Customer Growth
The reexamination of the people, processes, and technologies that go into growing existing customers are the subjects covered in this paper.
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How Support Services Can Safely Help Sales
A primer on how support services can safely help sales, their customers, and themselves, while helping the organization grow revenues.
Data-Driven Selling: A Different Approach
Learn how to change customer discussions from a sales pitch to advice from a trusted advisor.
Data-Driven Selling (Abridged)
This paper offers ideas on how to leverage customer data by turning it into account intelligence, allowing for cost-effective revenue growth.
This paper is designed to help you leverage the customer data you’re already collecting by turning it into account intelligence.
Expand and Renew: How Do You Harmonize the Two?
Get an overview of how to structure the sales motions to ensure your customers renew and grow their relationship with you.
2017 Expand Selling Upsell and Cross-Sell Survey Results and Key Findings
This publication articulates the findings from the 2017 Expand Selling Upsell and Cross-Sell survey.
The State of Expand Selling 2019
Learn how to grow customer spend, find new service opportunities, and utilize current resources to drive new revenue with existing customers.
How to Find, Package, and Close New Service Opportunities with Existing Customer
How to grow service revenue from existing customers without investing heavily in additional sales and marketing resources.
TSIA Case Study: The Power of the “Uptell” (Abridged)
Abridged case study of how Microsoft's "Achieve More" program led to better customer outcomes and increased revenue.
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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.