At TSIA, we’re laser-focused on helping technology companies improve their strategic, financial, and operational performance. Here’s a look at how Product Management organizations were able to use the resources made available to them through their TSIA XaaS Product Management Research Practice Membership to overcome their top challenges and achieve measurable business outcomes.

1. Member Success Stories & Testimonials
XAASPRODUCTMANAGEMENT

2. What do all technology companies have in common?
They’re looking for opportunities to grow revenue,
profit, and market share.
At TSIA, we’re laser-focused on helping our members
improve their strategic, financial, and operational
performance.
Here’s a look at how companies used their TSIA XaaS
Product Management Research Practice membership
to achieve measurable business outcomes.
Executive Summary

3. “
”
Having researchers available
for inquires right when I need
them is such an amazing
service TSIA provides. I know
I will get prompt, accurate
information that supports me
as a XaaS executive.
VP Product Management,
$900M Public Software

4. MEMBER CHALLENGE
A fast growing $100M Software Company (in Deloitte’s 2019 Fast 500) is on their journey
to creating a recurring revenue business model. The product management leadership was
reorganizing their Product Manager / Product owner engagement and reporting structure
to achieve more efficiency and effectiveness while factoring for existing skill sets and
providing clear career path opportunities.
TSIA Success Story
Focus: Organization Design
MEMBER INQUIRY
The TSIA research expert presented a
decision support framework outlining pros
and cons of the various alternatives along
with a RACI handshake model for effective
engagement between product managers
and product owner.
TSIA RECOMMENDATIONS
AND RESOURCE USED
MEMBER OUTCOMES
• Reorganized the team with the decision
support material.
• Currently implementing improvements to the
roles, responsibilities and reporting structure for
product managers and product owners.
• Formalizing the decision and collaboration or
each role.
• Establishing the career pathing in partnership
with HR.

5. MEMBER CHALLENGE
A $300M Enterprise Software Company is transitioning to as-a-service business model.
With new considerations for offers, products, and pricing, they were seeking guidance on
effective ongoing governance.
TSIA Success Story
Focus: XaaS Offer Governance
MEMBER INQUIRY
The VP Product Management started a
conversation with TSIA’s VP XaaS Product
Management Research on the challenges
of establishing effective governance of
the new XaaS solutions. The researcher
provided data and frameworks for an
appropriate XaaS governance construct.
ADVISORY
The researcher presented to a broader
team at the member company on the
governance constructs, gaining buy-in for
engagement and use.
TSIA RECOMMENDATIONS
AND RESOURCES USED
MEMBER OUTCOMES
• Established a Solution Council consisting of
appropriate cross-organizational stakeholders
with the charter to:
– Ensure that the product plans are aligned
with corporate strategies and goals.
– Gain alignment, buy-in, and transparency
cross organizationally for key decision making.
• Created a cadence of lifecycle-appropriate sync
points along the XaaS value stream.

6. MEMBER CHALLENGE
This $3.3B Healthcare Technology Company is transitioning to deliver their solutions as-
a-service. They were at the starting line of planning for their future working towards this
new business model.
EXECUTIVE SPEAKING ENGAGEMENT
TSIA presented an executive-level presentation to the
cross functional executive team advising on the health
care technology market momentum to as-a-service with
insight into critical practices required for success with
the as-a-service business model.
2½ DAY PRODUCT MANAGEMENT WORKSHOP
TSIA developed a focused workshop for the product
strategy and product management teams to increase
understanding of the state of the industry, the scope
of the capabilities led transformation and to do active
workshopping on their market segmentation, offer
design, XaaS customer engagement models and
product adoption methods.
TSIA ENGAGEMENT MEMBER OUTCOMES
Developed an action plan that included the
following elements:
• A target economic engine.
• A behavioral market segmentation approach.
• A XaaS offer design plan.
• A XaaS pricing strategy.
• Product design plan factoring the XaaS
customer engagement model of LAER
(Land, Adopt, Expand, Renew).
TSIA Success Story
Focus: Strategic Advisory

7. MEMBER CHALLENGE
This $2.5B Software Company recently transitioned to a XaaS recurring revenue
model. The company was performing a deep portfolio review process and struggling to
know if their investment practices were appropriate for a company of their type and size.
TSIA BENCHMARKING
Sponsored by the Senior Director of Product
Management, the company benchmarked their
Portfolio Investment and Lifecycle Management
practices with a comparable set of companies.
TSIA reviewed the benchmark findings report
with the product and finance leaders at the
member company, identifying gaps and making
nine specific and targeted recommendations for
improvement.
TSIA ENGAGEMENT MEMBER OUTCOMES
Improved the portfolio governance process, via:
• Acknowledgment of strengths.
• Identification of key practice gap.
• Suggestions for further examination.
TSIA Success Story
Focus: Strategic Advisory

8. MEMBER CHALLENGE
This $650M Software Company requested guidance on their journey to developing a
strong recurring revenue business model. The company’s offers were suites of standalone
applications and planning a move toward a platform / shared services / API strategy.
MEMBER INQUIRY
The GVP, Product Portfolio & Programs
requested introductions to product
management and lifecycle management
leaders at TSIA member companies who
had experience in developing, launching,
supporting a platform strategy and growing
the developer ecosystem. TSIA identified
member companies fitting the criteria and
brokered three confidential introductions.
TSIA ENGAGEMENT MEMBER OUTCOMES
In working with TSIA, this member company began:
• Utilizing insights from peer executive conversations.
• Applying these insights to help nurture and scale
a platform developer community.
• Implemented relevant learnings from the peer
executives into their own business plan.
TSIA Success Story
Focus: Strategic Advisory

9. MEMBER CHALLENGE
A $77B Global Multi-National Software and Services Company began rolling out new
subscription-based technology solutions, however their channel readiness process was
optimized for traditional licenses. The challenge revolved around increasing recurring
revenue.
MEMBER INQUIRY
The Global Offer and Program
Management team tapped TSIA’s subject
matter expertise and experience as a
sounding board to evaluate their channel
readiness of their XaaS offerings and make
suggested improvements.
The research executive reviewed the
member’s detail checklist and plans,
providing critical feedback.
TSIA ENGAGEMENT MEMBER OUTCOMES
This company improved the Channel Readiness to
deliver XaaS Offers.
These updates included:
– Channel segmentation considerations, product
instrumentation for adoption visibility methods
– Developing tools to help partners drive
adoption and partner training and education
TSIA Success Story
Focus: Strategic Advisory

10. MEMBER CHALLENGE
A $900M Software Company with a full recurring revenue business model is making
structural decisions while reorganizing the Product Management function.
TSIA Success Story
Focus: Organization Design
MEMBER INQUIRY
TSIA provided the member company’s
VP Product Management with industry
benchmark data on product management
organization design including average
span of control.
TSIA RECOMMENDATIONS
AND RESOURCE USED
MEMBER OUTCOMES
This member company
factored TSIA’s benchmarking
data and insights into
the proposed product
management restructure.

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