Partner with TSIA
Diversity, Equity, and Inclusion
TSIA Giving Program
Customer Growth and Renewal
Service Offer Management
XaaS Channel Optimization
XaaS Product Management
XaaS Speaking Engagements
Become a Member
If you believe you are seeing this message in error,
please let us know.
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.
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 revenue optimization, customer lifecycle revenue growth, outcome-based selling, subscription sales, delivering customer outcomes, and X-as-a-Service (XaaS) transformation.
View Members-Only Content Summary
Ask about TSIA membership to access.
Already a TSIA member? Sign In.
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.
TSIA Quick Poll Results: Driving Consumption
This Data View Identifies industry-standard best practices for driving customer consumption for XaaS offers.
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.
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.
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.
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 . . .
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.