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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).
The 7 Levers of LAER Transformation
Details of LAER and how to implement core LAER principles and practices throughout your customer-facing organizations.
The State of Customer Growth and Renewal: 2021
Key trends and upcoming research in the area of customer growth and renewal for 2021.
TSIA Spring Virtual Summit How Services Can Help Drive Revenue and Growth
Learn useful insights and proven steps you can take immediately to drive more services revenue and overall growth for your company.
Selling Based on Outcomes and Value is the Only Way Forward
Customer engagement focused on outcomes and value is imperative for any technology firms looking to grow subscription and consumption-based revenue.
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The Critical Practices for Migrating Customers to XaaS
This paper provides insight into seven critical practices that are actually moving the needle toward XaaS migration success.
Customers Wont Grow Themselves The State of Expand Selling 2021
Join us to learn how to efficiently grow revenue with your existing customers.
The State of Expand Selling: 2021
Annual report documenting major trends and disruptions in expand selling and highlighting the research plan for 2021.
Driving Subscription Upsell and Cross-Sell Through Channel Partners
Join us to learn how to move your channel into a lifecycle sales cadence to drive more recurring revenue off your base of ARR.
Expand and Renew
This report looks at how to maintain and grow revenue without additional sales and marketing budgets.
Re Start Your Growth Engines XaaS Your Existing Customers
Create a strategy to migrate your subscription models by leading existing customers to new offerings, while also building ongoing profitable growth.
TSIA DataPoint that looks at the effect of services-generated leads.
No Letter in LAER Stands Alone
In this TSIA webinar, you’ll learn how LAER efficiency results in cost-efficient revenue growth.
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.