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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 serves TSIA’s vice president of expand selling research and subscription sales research. Steve helps member companies grow their services, subscription, and XaaS revenue by optimizing their practices for growth throughout the customer lifecycle.

Top Expand Selling and Subscription Sales Advisory Engagements

  • The 5 Levers of Transformation for XaaS Go-To-Market
  • Engaging Services and Customer Success in the Sales Process
  • Journey to LAER Efficiency
  • Grow Services Revenue with Existing Customers
  • Transforming How You Sell to Existing Customers
  • Making the Move to Outcome-Based Selling
  • Establishing a Strategy for Subscription Selling

Research and Webinars

Check out the most recent Expand Selling and Subscription Sales resources.


Leveraging Data and Analytics for Customer Growth

Learn how to effectively leverage data and analytics to grow revenue with your existing customer base.


Building World Class Customer Success Enablement Programs

TSIA’s 2021 State of Customer Success identified ‘Effective Training for Customer Success Teams” as the business challenge with the largest increase . . .


The New Realities of Revenue

If you’re looking to really optimize your revenue in a subscription or consumption based model, you need to know what’s coming your way. In this . . .


Setting the Expectations for Selling SaaS

Find out what really happens during SaaS sales transformations and how you can accelerate your own changes and avoid common mistakes.

Data View

Low Friction Selling: Research Findings

This document reports key research findings on the topic of low-friction selling.

Research Report

Data-Driven Story: 2021 Impact of Remote and Digital Sales on Sales Organization

How changes to inside sales, outside sales, and automation impact growth rate and where investments in automation should be allocated.


The New Partnership Between Sales and Services

Learn how Sales and Services have to work together to transform their business models.

Research Report

The Role of Sales in the XaaS Transformation

This paper examines the role sales organizations play in the XaaS transformation.


Understanding Your Customers’ Highest Priorities: A Practical Guide (sponsored

Whether you’re in sales or customer success your number one priority has to be to understand what matters most to each individual in your customer’s . . .


How to Transform Your Go-to-Market with LAER (sponsored by Vistex)

Are you trying to understand how each part of the customer lifecycle interacts with the other parts? Are you trying to figure out what to measure, . . .


Digital Sales Transformation (sponsored by cleverbridge)

Sales organizations across the technology industry have been impacted more dramatically in the last year than ever before. Some have benefited and . . .


The Realities of Segmentation for XaaS: What’s New and What’s Working?

The topic of segmentation is nothing new to sales leaders; however, the role of segmentation is rapidly changing as companies are under more pressure . . .