-
Commercialize
- How to Monetize, Sell, and Market Productized Offerings in B2B Professional Services
- Narrated by: Jessica Holtan
- Length: 5 hrs and 40 mins
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Commercialize
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Publisher's summary
More and more professional services firms are “productizing” their services to grow and scale. But successfully marketing and selling standardized services or products is very different from marketing and selling traditional professional services.
Commercialize, a follow-on book to Productize, explores why commercializing new ideas is the most significant stall point when B2B services organizations productize. The book then outlines how the most successful firms commercialize packaged services and new products and get to revenue impact fast and efficiently.
What makes Commercialize unique is its emphasis on the particular context of B2B professional services companies. There is much written about the recipe for launching new products, but a complete dearth of information on how leaders should commercialize new solutions in a legacy services company.
Commercialize includes real-life case studies and stories featuring professional services leaders who have successfully led their organizations to create more scalable services and products.
In this book, you'll learn:
- Why successful commercialization is much more than marketing campaigns and training your sellers
- How to select the best target market segments for your new offering
- How to design pricing and packaging to maximize short and long-term revenue
- How to successfully go to market with solutions that include both customized services and more scalable products
- How to establish a product sales team with the right skills, incentives, and support to succeed
- How to build a marketing engine that generates enough leads to achieve targets for productized offerings
- How to design solutions and products that are naturally renewable
- How to orient the organization around lifetime customer value rather than near-term revenue
- How to manage the inherent misalignment that may exist with legacy services selling motions.
Commercialize is designed to be a practical playbook for any leader of a professional services business who wants to successfully accelerate growth.
Commercialize draws on the decades of experience that Eisha Armstrong, Jason Boldt and Sean Gillispie have in successfully commercializing productized services. They know what works and what doesn't and are passionate about making sure organizations learn from each other and avoid reinventing the wheel.
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