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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

2022 Customer Life Cycle Sales Skills

This report examines which skills and competencies are most important for growing revenue across the customer life cycle.

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Research Report

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.

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Research Report

TSIA Case Study: The Power of the “Uptell”

Microsoft’s “Achieve More” program that led to lower churn rates, higher customer satisfaction, better customer outcomes, and increased revenue.

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Research Report

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 State of the Chief Revenue Officer CRO 2023

Discover top initiatives CROs are taking on in the next 12-18 months and learn how they are dealing with the next wave of digital transformation.

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Research Report

Engaging Customer Success in the Sales Process

Key motions that customer success teams can take to engage in the sales process.

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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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Research Report

Account Intelligence for Customer Growth

This report offers valuable insights into where to focus your time and resources around analytics, customer data, and account intelligence.

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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.