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:
Digital Transformation | B4B | Customer Outcomes | X-as-a-Service (XaaS)
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Recent Posts

3 Ways to Lead Your Company to Success in the Cloud

Posted by J.B. Wood on 10/4/17 8:30 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?

Yes, cloud companies (such as software-as-a-service and technology-as-a-service, just to name a few) are all the rage, and rightly so, for they are the future of tech. They regularly enjoy double- or triple-digit growth rates and garner enviable media coverage and razzle-dazzle headlines. But the mostly unspoken truth is that they are underpinned by unproven financial fundamentals that, frankly, wouldn't be allowed to persist in any other industry.

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Topics: XaaS (x-as-a-service), big data, cloud, subscription-based offers, SaaS (software-as-a-service), Technology-as-a-Service Playbook, digital transformation

The Digital Transformation Journey: Growing Customers Successfully

Posted by J.B. Wood on 9/21/17 5:00 AM

Pivoting your company’s portfolio to subscription-based, recurring revenue offers, either in whole or in part, is a two-step intellectual journey for senior executives. The first step is deciding if customer demand is changing sufficiently enough to warrant making all the changes and facing all the challenges of effectively moving to XaaS offers. The previous five blogs have focused on that decision-making journey. Once you have made that decision, with all its myriad implications, you are ready for the second major step: What changes do I make in my go-to-market (GTM) model? That is the focus of our final blog in "The Digital Transformation Journey" series.

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Topics: customer success, XaaS (x-as-a-service), sales, LAER, customer success manager, recurring revenues, digital transformation, The Digital Transformation Journey

The Digital Transformation Journey: Supplier Keys to Success in Subscription Business Models

Posted by J.B. Wood on 9/7/17 5:00 AM

Successfully transitioning your business model from “CapEx,” where customers pay up front for your solution, to an “OpEx” or subscription model where your customers pay over time and your revenue becomes ratable is not easy. And, it’s not just the transition in your revenue model that’s difficult­—it’s also not simple to generate GaaP profits once you have substantially pivoted. That was the point of the last post in "The Digital Transformation Journey" series. But fortunately, with so many hardware, software, industrial and medical equipment suppliers playing today in the subscription business model, some best practices are emerging. 

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Topics: XaaS (x-as-a-service), subscription-based offers, SaaS (software-as-a-service), recurring revenues, digital transformation, The Digital Transformation Journey, subscriptions

The Digital Transformation Journey: Supplier Challenges

Posted by J.B. Wood on 8/8/17 5:00 AM

In my last blog I focused on the positives of building recurring revenues by offering technology solutions in an “as-a-service” model from the supplier perspective. This post and ones before it are part of an overall blog series about why vendors in high tech, industrial automation, medical equipment and other market sectors are moving rapidly toward subscription-based offers. But “Navigating the World of Digital Transformation” is not the kind of story that is all good news. There are real challenges that suppliers face in deciding to head in this direction.  Management needs to deftly navigate these obstacles, or else they may not be around long enough to reach their objective of a profitable, high-growth, recurring revenue business.
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Topics: customer success, sales, knowledge-as-a-service, digital transformation, The Digital Transformation Journey

The Digital Transformation 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 Digital Transformation,” 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, digital transformation, The Digital Transformation Journey

The Digital Transformation Journey: Customer Concerns About Subscriptions

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

In my infographic, “Navigating the World of Digital Transformation,” 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, digital transformation, IT, The Digital Transformation Journey, subscriptions, security

The Digital Transformation 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 Digital Transformation Journey,” 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, XaaS (x-as-a-service), customer outcomes, customer churn, SaaS (software-as-a-service), outcomes, digital transformation, The Digital Transformation 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 Digital Transformation [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. This transition is commonly referred to as "digital transformation," and understandably, there is a certain amount of pain that’s associated with this major change. 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, digital transformation, The Digital Transformation Journey

[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, XaaS (x-as-a-service), keynote, SaaS (software-as-a-service), slideshare, Technology-as-a-Service Playbook

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