Executive Director and Executive VP
Thomas Lah is the executive director and executive vice president of the Technology & Services Industry Association (TSIA), the leading association for today's technology and services organizations. He is the author of many popular books on trends affecting the tech industry, his latest being Technology-as-a-Service Playbook: How to Grow a Profitable Subscription Business. Thomas is also the host of TSIA’s podcast, TECHtonic: Trends in Technology and Services. For over 20 years, he has been helping some of the world's largest technology companies improve the efficiency of their daily operations.
Thomas is a sought-after industry speaker on the topics of 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 technology organizations worldwide. From 2002-2019, Thomas also taught an MBA class at The Ohio State University Fisher College of Business, which is based on his writings.
The list of books Thomas has authored include: Building Professional Services: The Sirens’ Song (2002), Mastering Professional Services (2005), Bridging the Services Chasm (2009), Consumption Economics: The New Rules of Tech (2011), B4B: How Technology and Big Data Are Reinventing the Customer-Supplier Relationship (2013), and Technology-as-a-Service Playbook: How to Grow a Profitable Subscription Business (2016).
Thomas frequently writes about these topics on the TSIA blog: customer adoption, B4B, customer outcomes, outcome engineering, X-as-a-Service (XaaS).
Top Executive Advisory Engagements
- Navigating Hazy Horizons
- COVID-19 Impacts on Technology Business Models
- The Playbook for Profitable XaaS
- As-A-Service Transformation and Alignment
- Changing Value Propositions for XaaS
- Journey to LAER Efficiency
- Outcome Engineering: Scale Customer Value Delivery
- XaaS Financial Models: The Business of the Cloud
- Sales & Service Blur: Unlock New Customer Revenue
- XaaS Pricing Models: Success of Premium Offers
- The Next Gen Portfolio: Innovate Offer Development
- LAER Coverage Model: Rethinking Sales and Service
Research and Webinars
Check out the most recent resources published by Thomas.
The TSIA Cloud 40: 2020
Join us for a data-driven presentation on how the current economy is impacting the companies with subscription-based offerings that TSIA is tracking.
Software to SaaS GTM: What Good Looks Like
This research paper offers frameworks to help companies design an approach to address software to SaaS GTM challenges.
Swallowing Half the Fish
A look at traditional software companies now migrating from perpetual licensing to subscription pricing for their on-premise software offers.
Remote Employee Wellness
This paper addresses the business challenge: “How can companies improve the overall wellness of their remote employees in these stressful times?
Migrating Customers to XaaS
Framing for how technology providers can segment their existing install base for the great migration to XaaS offers.
Partnering Models for XaaS
In this report, partner classification systems are identified that solve partner management, partner incentives, and partner value measurement issues.
Technology & Services 50 Q2 2020
We’ll review the impact of COVID-19 on key financial indicators and analyze data to provide insight into challenges technology providers are facing.
XaaS Partner Management
Insights to help technology providers craft their XaaS partner strategy.
The Case for Services Convergence and Big “C” Customer Success
This report examines services convergence and Big "C" customer success.
COVID-19 Capability Journeys
Organizational capabilities every technology provider will require to excel in a post-COVID-19 economy.
Slides | Industry Scenarios: How Do Technology Companies Set Up for Success Post
Potential industry scenarios regarding the timing of economic recovery and ways that tech companies can be positioned well if these scenarios unfold.
Slides | Managing Through This Crisis
Get data from TSIA’s Rapid Research Response Initiative to see how tech companies have responded to the issues created by COVID-19.