Steve Frost joined the SOAR team in 2025 as a practice leader. Steve is a distinguished strategic advisor and industry thought leader with over two decades of experience driving go-to-market strategies and revenue growth for leading technology companies. Currently an independent strategic consultant based in Dallas, TX, Steve advises prominent organizations on transformative initiatives, including outcome-based selling for a top FinTech provider, customer success strategy for a publicly-traded SaaS financial reconciliation firm, channel optimization for a converged infrastructure leader, and GTM planning for a stealth AI-driven customer success startup. His work continues to deliver measurable growth and efficiency for cutting-edge technology firms.

From 2016 to 2024, Steve served as Vice President & Managing Director at the Technology Services Industry Association (TSIA), where he provided data-validated strategic guidance to over 50 top-tier technology companies, including Microsoft, HP, Cisco, and Intel. He spearheaded TSIA’s research and advisory services on recurring revenue growth and retention-a $40 million annual recurring revenue business-focusing on subscription (XaaS) models, sales optimization, and customer lifecycle strategies. Steve authored over 40 influential white papers and pioneered the industry’s first benchmark study on recurring revenue efficiency, cementing his reputation as a go-to expert in go-to-market transformation. As head of TSIA’s Chief Revenue Officer Council, he delivered actionable insights to CROs and EVPs, shaping the future of technology revenue strategies.

Prior to TSIA, Steve built a robust career at Google, Inc. from 2002 to 2009 as a Strategic Partner Development Manager in Mountain View, CA. There, he structured, negotiated, and managed over 50 high-impact partnerships worth more than $750 million in gross revenue, collaborating with industry giants like AT&T, Verizon, The Weather Channel, and The New York Times. His groundbreaking deals included Google’s first large-scale AdSense for Content agreement (Weather.com), the first major AdSense for Error Pages deal (BellSouth), and the inaugural white-label Gmail partnership (Sprint), a precursor to Google Apps. His efforts consistently expanded Google’s market reach and revenue streams.

Earlier in his career, Steve drove 300% growth in Bridgepoint Education’s flagship educational program in under six months and led the National Football Post to 250% traffic and revenue increases as CEO. An AI enthusiast with a certification in Generative AI from LinkedIn and Microsoft, he holds a BA in Communication and an MA in Organizational Studies from Stanford University. A servant leader and former Jeopardy! champion, Steve combines analytical rigor with a competitive spirit. Reach him at sfrost@soarperformancegroup.com or on LinkedIn at linkedin.com/in/stevefrosty.