Technology-as-a-Service Playbook

How to Grow a Profitable Subscription Business

Technology-as-a-Service Playbook provides a game plan for technology companies to stand out in the cloud market and succeed in the future of XaaS business models.

Whenever you travel into new territory, it is good to bring a map. The new as-a-service models are indeed new territory, and the Technology-as-a-Service Playbook provides a great guide. Don't leave home without it."

Geoffrey Moore
Author, Crossing the Chasm
and Zone to Win

What You Will Learn

Technology-as-a-Service Playbook defines the tactical and strategic plays technology companies must run to build a profitable subscription business. Whether you are a pure-play cloud company or a traditional technology provider making the pivot to the cloud, this book will help guide your decision-making and execution around the "as-a-service" model to put your company on a path to profitable growth.

This cloud-driven journey will affect every part of the organization. How offers are designed, built, marketed, sold, and serviced will all need to change. And these transformations are not limited to OEMs—they will also directly impact the vast network of channel partners. After all, it's not just about building recurring revenue, it's about building PROFITABLE recurring revenue. Technology-as-a-Service Playbook is the road map to the next-generation tech business model.

Learn the SaaS

Chapter 2 Preview

Peek Inside

Get a sneak peek of what you can expect to learn from the Technology-as-a-Service Playbook by downloading the chapter two preview. In this chapter, we provide a 3x3 framework for XaaS to help you set your profit horizon and maximize cloud revenue.

Download Chapter 2


Praise for Technology-as-a-Service Playbook

Digitization is demanding companies to reimagine work and reimagine value. Business rules are now being written from the network. This is permitting Cisco to establish new recurring revenue and as-a-service models that enable our clients to succeed in these demanding times. Technology-as-a-Service Playbook supports companies of any size with the ‘whys' and ‘hows' they need to speed their transformation."

Kevin Bandy
Chief Digital Officer, Cisco

Tien Tzuo
CEO, Zuora

A well-managed subscription business can be a financial powerhouse. But it’s also one that requires many new and innovative approaches. Too many companies try to bring legacy thinking, practices, and tools forward. It just doesn’t work. The cloud enables not only new offers but new ways of doing business. Technology-as-a-Service Playbook is a great way to get the entire company working together to make these critical innovations happen."

As the #1 global partner of many of the world's leading technology vendors, we see growing demand for as-a-service offers. Digitization is creating new opportunities for clients and for us. Technology-as-a-Service Playbook is another great example of how TSIA is helping us navigate the journey successfully."

Brett Dawson
CEO, Dimension Data

Achieving sustained, profitable revenue growth in SaaS requires companies to run new plays and build new capabilities. It’s an unfolding story. Technology-as-a-Service Playbook is the most comprehensive and thought-provoking look at what the profitable SaaS offer of the future will look like."

Nick Mehta
CEO, Gainsight


Empower Your Organization with the Right Plays

Thomas and J.B. can help you and your leadership team establish a game plan for standing up profitable subscription offers. Request a speaking engagement or workshop to explore topics from the Technology-as-a-Service Playbook to accelerate your path to profitability in the cloud.


About the Authors

Thomas Lah
Executive Director, TSIA

Thomas Lah is the executive director of the Technology Services Industry Association (TSIA). He is a frequent speaker and co-author of several best-selling books, including B4B (2013) and Consumption Economics (2011). Through TSIA, Lah uses his incisive analysis, strategic thinking, and creative solutions to help some of the world’s largest technology companies improve the efficiency of their daily operations. Lah is a leading authority on optimizing technology service businesses within product companies, business outcome engineering, customer success funding models, x-as-a-service (XaaS) financial models, the art of helping customers successfully adopt technology, and the latest market trends impacting service organizations worldwide.

J.B. Wood
President and CEO, TSIA

J.B. Wood is president and CEO of the Technology Services Industry Association (TSIA). He is a frequent speaker and author of the best-selling books B4B (2013), Consumption Economics (2011), and Complexity Avalanche (2009). He has also appeared in leading publications, such as Fortune, The New York Times, and The Wall Street Journal. Through TSIA, Wood works to advise many of the world’s largest technology companies on transformation strategies in the age of cloud and managed services. He has also helped communicate to thousands of channel partners, sales teams, and end customers how the next wave of technology will reshape their business.