Julia Stegman

Julia Stegman, is vice president of research, Service Revenue Generation, for TSIA. She has over 25 years of experience in the high-technology industry, and is responsible for driving the TSIA research agenda related to the growth of maintenance, SaaS, and managed service revenues as well as the expansion of product revenues with existing customers. 

Read more from Julia on these topics:
Service Revenue Generation | Connecting Service Offers to Business Value | Renewal

Recent Posts

Renewal Specialist: Is It a Sales Role or a Service Role?

Posted by Julia Stegman on 3/1/18 5:00 AM

Renewal specialists are responsible for ensuring customers renew their relationship with a company. Historically, the renewal process began with the end in mind. It started from contract expiration, then backed up to define a customer contact cadence, allowing the customer enough time to renew prior to their contract expiration. However, there are new emerging practices. In this post, I’m going to be going over the responsibilities of the evolving role of renewal specialist and answer the question, “Is the renewal specialist a Sales role or Service role?”

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Topics: service revenue generation, renewal, contract renewal, Blending Service and Sales Motions

[SlideShare] 3 Reasons Why You Need a Chief Renewal Officer

Posted by Julia Stegman on 2/12/18 5:00 AM

Technology subscription revenues are becoming material for both pure-play cloud companies (representing 90% or more of their total company revenue) and hybrid companies (representing 10% or more of their total company revenue). Continuing to retain and grow this revenue requires a strong focus on renewal activities led by a chief renewal officer whose mission it is to expand customer spend throughout their contract period. In this SlideShare, we share the top 3 reasons why you need a chief renewal officer at your organization to take charge of this important revenue generating engine.

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Topics: service revenue generation, revenue growth, renewal, slideshare, recurring revenues, contract renewal

Using Customer Success to Renew More Contracts

Posted by Julia Stegman on 12/7/17 5:00 AM

TSIA believes customer success is a service capability with a sales result. We’ve already talked a lot about streamlining the adoption-focused capabilities of Customer Success, ensuring that you as a technology or equipment provider are engaging with your customers with prescriptive time, event, and value-based interactions along the journey. But now, I’d like to discuss the processes directly associated with sales results, specifically, the role that Customer Success can play with renewing subscription revenues. 

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Topics: customer success, service revenue generation, renewal, customer success manager, contract renewal

The Internal Tug-of-War for Service Dollars

Posted by Julia Stegman on 5/25/17 5:00 AM

The technology industry has been creating service offers for decades. These service offers have helped customers stand up technology and make it available for use. At TSIA, we call this the "technology availability" value proposition.

However, customers want more. They don’t just want the technology to be available, they want technology providers to accelerate their ability to unlock value. In particular, customers want us to help them achieve their desired business outcomes around:

  • revenue growth
  • cost optimization
  • regulatory compliance/risk management
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Topics: service revenue generation, TSIA Organizational Convergence Series, services convergence, convergence, organizational convergence

How to Make Your Renewals Frictionless [SlideShare]

Posted by Julia Stegman on 3/17/17 5:00 AM

If you want to make sure your customers renew their contracts, it’s crucial that you have a renewal process that’s as painless as possible. While roadblocks to renewal can and do crop up, knowing how to spot them ahead of time and adopting the right capabilities for frictionless renewal is your key to overcoming them. Check out this SlideShare to identify 3 common renewal friction points and the capabilities you'll need to keep your renewals moving forward as planned.

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Topics: service revenue generation, service revenue, renewal

5 Metrics to Measure Maintenance and Support Revenue Health

Posted by Julia Stegman on 12/1/16 5:00 AM

Service revenues continue to play a greater role in driving both top-line and bottom-line revenue growth in technology companies. For those who deploy their technology on a customer site, maintenance and support revenues represent a significant percentage of their service revenues. As a result, these companies are receiving increasing pressure from their C-level executives to grow maintenance and support revenues year over year, which adds to the expectations for sales and marketing leaders to make that growth happen.

However, before you can start down the path to growth, you should first assess the health of your existing maintenance and support revenues so that you can make the right investments, solve problem areas, and address any blind spots in your current reporting. Here is a list of 5 critical key performance indicators (KPIs) sales and marketing can use to measure the health of maintenance and support revenues.

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Topics: adoption services, support, renewal, customer adoption, expand selling, services revenue generation

[Case Study] How Salesforce Monetizes Adoption Services

Posted by Julia Stegman on 1/28/16 6:30 AM

While it will always be important for technology companies to create great technology, they must also take a more proactive role in ensuring their customers are successfully using the technology. As a result, many technology companies have begun offering adoption services. Though traditional services focus on making technology available to customers, adoption services deliver a more compelling value proposition–they ensure customers derive value from the technology in an accelerated manner. 

While some of the more basic tiers of adoption services can be included with the purchase of the technology subscription, the more labor-intensive and/or higher value adoption services should be offered for a fee. But how do you decide where to draw the line between free and fee adoption services? (Tweet this!) In this post, I will deconstruct Salesforce's approach with adoption services to help you understand what a successful monetization strategy looks like.

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Topics: adoption services, service revenue generation

[SlideShare] Measuring the Health of XaaS Subscription Renewals

Posted by Julia Stegman on 12/10/15 9:30 AM

When it comes to getting customers to renew their subscription with your XaaS offer, does your current renewal engagement model consist of managed handoffs between your internal teams, or is it total chaos? (Tweet this!) In the recent TSIA SRG Cloud Benchmark Study, we aimed to find out how top companies in the technology services industry are structuring their subscription renewal process, as well as get a detailed look at which metrics they’re using to track their success. 

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Topics: XaaS (x-as-a-service), service revenue generation, renewal, subscription-based offers, slideshare

[Infographic] Fee-Based Services for XaaS Business Models

Posted by Julia Stegman on 11/6/15 6:30 AM

Recurring revenues with existing customers have a natural tendency to decline. Like many XaaS executives, you may be asking, “What are the forces that create erosion and growth with subscription revenues?Certainly the concept of churn is well understood as a negative force that reduces annual recurring revenues. But how well do you understand, and manage, downsell activities that also create revenue erosion? Also, how effectively are you pulling the growth levers of upselling and cross-selling to ensure revenues from your existing customers are growing and not declining? One of these growth levers is fee-based services. Contrary to popular belief, not all adoption services are offered for free, and in this infographic, we demonstrate how fee-based support and adoption services can contribute to the growth of total recurring revenues.

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Topics: adoption services, XaaS (x-as-a-service), service revenue generation, levers of growth, customer churn

How to Connect Your Service Offers to Business Value: Part 3

Posted by Julia Stegman on 9/24/15 6:30 AM

In this three-part blog series, we’ve gone over the capabilities you’ll need to develop before providing customer outcomes, as well as ways to determine how your customers measure success. To continue with the theme of answering the question “What’s most important to your customers?” the final installment in this blog series will cover how your organization can offer, and monetize, adoption services to ensure your customers are not only reaching their desired outcomes, but are doing so in the most effective way possible using your technology and your services.

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Topics: adoption services, service revenue generation, customer adoption, free offers, Connecting Service Offers to Business Value

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