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Martin Dove

VP, Subscription Sales Research

Martin Dove is the vice president of subscription sales research for TSIA and brings a unique set of experiences and insights on outcome-based selling and subscription sales methodologies. In this role, he works with TSIA members to help them navigate the journey to being more outcome-based in the way they sell and to optimize their organization’s sales of subscription, or “as a service” offers, to both new and existing customers.

Top Subscription Sales Advisory Engagements

  • Making the Move to Outcome Based Selling
  • Transform Your Go-To-Market for Subscription Sales
  • Moving to a Supplier Led Sales Model
  • Improving Subscription Sales Win Rates
  • Establishing a Strategy for Subscription Selling
  • Organizing for Subscription Sales
  • Optimizing Sales Management for Selling Subscription Offers
  • KPI’s and Compensation Models for Subscription Selling

Martin Dove Talks About Subscription Sales


Research and Webinars

Check out the most recent Subscription Sales resources.

Research Report

Making the Move to Outcome-Based Selling

This report will help technology sales organizations make the shift from the traditional, transactional model to outcome-based selling.

Research Report

Compare and Contrast: Account Plans to Customer Success Plans

This paper looks at differences between Sales Account Plans and Customer Success Plans.


Selling Based on Outcomes and Value is the Only Way Forward

Customer engagement focused on outcomes and value is imperative for any technology firms looking to grow subscription and consumption-based revenue.

Research Report

The State of Subscription Sales: 2021

Key factors impacting the world of sales as organizations look to increase the percentage of their revenues from XaaS or subscription offers.


Top Five Mistakes Made When Moving to Sell Subscription Based Offers

Learn about the five most common mistakes companies make as they look to grow their subscription offer revenues.

Research Report

Compare and Contrast: Sales Account Manager to Customer Success Manager

This paper looks at differences between SAMs and CSMs and outlines the 7 mistakes management teams make when segmenting responsibilities between them.


What Sales Leaders Should Be Prioritizing in 2021

Preview 2021 strategies that tech firms are using to accelerate their go-to-market performance.

Research Report

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.

White Papers

Migrating Customers to XaaS

Framing for how technology providers can segment their existing install base for the great migration to XaaS offers.


Optimizing Channel Revenues in the XaaS World

Learn new capabilities required for channel partners to sell and deliver subscription-based offers.


Outcome Selling and Renewal Value Management

This TSIA webinar will discuss Outcome Selling and Renewal Value Management and how this emerging capability will become an operational necessity.

Research Report

The End of the Road for Field Sales?

Strategies and capabilities that companies can develop and implement to deal with the impact of COVID-19 on the sales organization.