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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 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.
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, outcome-based selling, subscription sales, delivering customer outcomes, touchpoint calculus, and X-as-a-Service (XaaS).
Leveraging Data and Analytics for Customer Growth
Learn how to effectively leverage data and analytics to grow revenue with your existing customer base.
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.
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Low Friction Selling: Research Findings
This document reports key research findings on the topic of low-friction selling.
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.
The Role of Sales in the XaaS Transformation
This paper examines the role sales organizations play in the XaaS transformation.
Understanding Your Customers‚Äô 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‚Äôs New and What‚Äôs 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 . . .
The Roadmap for Migrating Your Customers to XaaS
Is your company on a journey to convert existing on-prem customers to a cloud-based recurring revenue model? If so, this session is for you. For this . . .
Everything You Always Wanted to Know About Sales but Were Afraid to Ask
Do you have to interact with sales teams, but don’t really understand their world? Does their language confuse you, but you just kind of nod along? . . .
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.