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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 subscription sales 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.
Steve frequently writes about these topics on the TSIA blog on the topics of lead generation, outcome-based selling, subscription sales, delivering customer outcomes, touchpoint calculus, and X-as-a-Service (XaaS).
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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.
Stop Talking About Sales. Start Talking About Revenue
Maximize your company’s revenue by delivering the outcomes you promised.
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.
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.
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.
An Introduction to Sales for Non-Sales People '22
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 . . .
Building Cross LAER (Land, Adopt, Expand, Renew) Skills to Drive Revenue Growth
Many technology organizations know that they need to move to selling more subscription and as-a-Service offers. So why are some making the move . . .
Compensation Strategies for Recurring Revenue Growth
As the old saying goes, compensation drives behavior. But before you can incentivize people to do something, you need to figure out what theyre . . .
TechByte | Helping Customer-Facing Teams to “Change the Conversation” with New a
Outcome Chains is a unique customer discovery solution that can be used at any stage of the customer engagement journey to help sellers change the . . .
Introduction to APLAER
This report explains why sales and revenue organizations must embrace data and analytics to unlock new revenue streams.
Outcome Selling vs Value Selling vs Solution Selling Whats the Difference
Are you selling your XaaS offers effectively? Join us as we discuss how outcome selling can effectively enable your team.