J.B. Wood

J.B. Wood is president and CEO of TSIA. He is a frequent industry speaker and author of the popular books, Complexity Avalanche (2009), Consumption Economics (2011), B4B (2013), and Technology-as-a-Service Playbook: How to Grow a Profitable Subscription Business (2016), and has appeared in leading publications, such as Fortune, The New York Times, and The Wall Street Journal. He works with the world's largest technology companies on strategies to extend their innovation platform beyond the lab and into the customer experience, particularly in the age of cloud and managed services.

J.B. frequently writes about these topics:
Customer Success | B4B | Customer Outcomes | X-as-a-Service (XaaS)
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Recent Posts

The Recurring Revenue Journey: Supplier Benefits

Posted by J.B. Wood on 7/18/17 5:00 AM

Lately I have been blogging about why vendors in high tech, industrial automation, medical equipment and other market sectors are moving rapidly toward subscription-based offers. In the first two blogs of this series based on my infographic,“Navigating the World of Recurring Revenues,” I focused on the perspective of the end customer: what they like and what they don’t like about subscriptions. It’s clear from today’s market trends that many customers find compelling reasons to consume technology as a subscription-based service. Sales are growing at a much faster rate than for traditional CapEx offers.

But is this a better model for the vendors? In the next two posts, I will explore this question in more detail starting with the good news about why recurring revenues are such a hot topic in many board rooms.

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Topics: cloud, The Recurring Revenue Journey

The Recurring Revenue Journey: Customer Concerns About Subscriptions

Posted by J.B. Wood on 6/29/17 5:00 AM

In my infographic, “Navigating the World of Recurring Revenue Offers,” I outlined 6 key steps to thriving in today’s rapidly changing tech market. In my first blog of this series, I covered the many attractive aspects to customers of consuming enterprise technology on an “as-a-service” (subscription) basis. Today, I’m going to talk about the flip side of the coin—why some customers might object to the concept.

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Topics: cloud, managed services, subscription-based offers, recurring revenues, IT, The Recurring Revenue Journey, subscriptions, security

The Recurring Revenue Journey: Customer Use Cases

Posted by J.B. Wood on 6/15/17 5:00 AM

Every once in a while, a perfect storm hits a market. Usually it’s when a new trend or concept appeals simultaneously to both customers and suppliers. When that serendipity strikes, even long-standing models are forever transformed. That is what’s going on today in tech sectors, from IT, to industrial equipment, to transportation, to healthcare. Subscription-based offers are eating their old transaction-based siblings at a breathtaking rate.

In my infographic, “Navigating the World of Recurring Revenues,” I outlined 6 key steps to thriving in this changing market. Today, I’m going to talk about the most fundamental underpinning of the new subscription economy and the first step on this journey, “Customer Use Cases,” or in other words, why customers love it!

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Topics: customer success, x-as-a-service (XaaS), customer outcomes, customer churn, software-as-a-service (SaaS), outcomes, The Recurring Revenue Journey, technology-as-a-service, subscriptions

Another CEO Who Delivers Record Profits is…Gone

Posted by J.B. Wood on 6/1/17 5:00 AM

I am on a plane half way around the world going to visit (yet another) tech company who is in internal disarray over the subject of who they want to be. Will they stay a product company who sells features or become an as-a-service, recurring revenue company who delivers business outcomes? I finally finish my email somewhere over the Emperor Seamounts and grab the Wall Street Journal. The first article that catches my eye is about a very successful CEO who has been sacked at an iconic company.

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Topics: Technology-as-a-Service Playbook

Navigating the World of Recurring Revenue Offers [Infographic]

Posted by J.B. Wood on 4/26/17 5:00 AM

With the new generation of business models focusing more on recurring revenue, particularly subscription-based cloud offers, many technology suppliers are finding themselves needing to change certain aspects of their businesses and how they function. Understandably, there is a certain amount of pain that’s associated with this major transition. This is why at TSIA, we’ve made it our mission to address those pain points and help technology companies successfully come out the other side of this transformation process as a profitable recurring revenue business. This infographic outlines 6 key steps along the journey to building a new or refining an existing recurring revenue business from the perspectives of the customer, the shareholder, and how customer success can bridge the gap between the two creating a cohesive roadmap for success.

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Topics: customer success, cloud, subscription-based offers, infographic, recurring revenues, The Recurring Revenue Journey

How to Lead Your Company to Success in the Cloud

Posted by J.B. Wood on 8/9/16 6:30 AM

The cloud. It's where cool tech ideas get funded by eager venture capitalists and mega fortunes are made when the next big thing goes viral.

For all of the excitement and hype surrounding the Cloud, there are some sobering realities that tend to get swept under the rug: namely the fact that, on the whole, the cloud business model is not a profitable one. Surprised?

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Topics: x-as-a-service (XaaS), cloud, subscription-based offers, Technology-as-a-Service Playbook

[SlideShare] Digging Economic Moats for Your XaaS Business

Posted by J.B. Wood on 5/18/16 6:30 AM

Last week, I attended Gainsight's Pulse 2016 conference and had the honor of presenting as a keynote speaker, as well as facilitating panel discussions with industry leaders. In my main stage keynote, "Digging Economic Moats for Your XaaS Business," I shared a few concepts from TSIA's new book, Technology-as-a-Service Playbook: How to Grow a Profitable Subscription Business, specifically how SaaS and other subscription companies need to evolve their business and financial models in a way that facilitates actual (GaaP) profits for them by delivering great business outcomes for their customers. Take a look at this SlideShare of my Pulse presentation, where I outline the six economic moats that have made tech into such a profitable industry, as well as the critical role that customer success organizations can play in helping your organization maintain competitive advantage, keep customers on your platform, and most importantly, produce profits. You can also watch a video recording of my presentation online.

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Topics: customer success, x-as-a-service (XaaS), keynote, software-as-a-service (SaaS), slideshare, Technology-as-a-Service Playbook

What Customer Success Means For B4B

Posted by J.B. Wood on 9/19/14 10:07 AM

Even though it’s been 50 years since the first mass-produced computer appeared on the market, as an industry we're only just now beginning to investigate what it means to get involved in driving the success of our customers. In my webinar “Customer Success: Organization or Set of Offers?” we explored who within your organization should be facilitating customer outcomes. Here’s a brief recap of some of the points we talked about.

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Topics: customer success, software-as-a-service (SaaS)

Success Science: It’s Going to Be Monumental in the Brave, New World of Outcome Services

Posted by J.B. Wood on 10/1/13 8:05 AM

“The idea is not to ‘own’ the customer, but to create a road map that sales, service, and other supporting functions can follow to ensure optimal customer outcomes.”

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Topics: outcome-based services, customer success, B4B, customer outcomes


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