Commercialize: How to Monetize, Sell, and Market Productized Offerings in B2B Professional Services

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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 sellersHow to select the best target market segments for your new offeringHow to design pricing and packaging to maximize short and long-term revenueHow to successfully go to market with solutions that include both customized services and more scalable productsHow to establish a product sales team with the right skills, incentives, and support to succeedHow to build a marketing engine that generates enough leads to achieve targets for productized offeringsHow to design solutions and products that are naturally renewableHow to orient the organization around lifetime customer value rather than near-term revenueHow 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. Praise for Commercialize“All too often, companies misdiagnose the poor performance of scalable, packaged services as a “product” or “sales” problem. Commercialize makes it very clear that it is actually a strategy problem—and provides a clear blueprint for surmounting it.” - Tom Monahan, Chief Executive Officer, Heidrick & Struggles “Every professional services leader aspires to bring more consistent, predictable growth to their firms. One of the most powerful ways to do that is to introduce productized offerings to the firm's revenue mix—but pulling this off successfully is far easier said than done. Too often, firms pour valuable resources into developing compelling products for their clients only to see them stumble out of the gates because the sales motion required for products is misaligned with the firm's legacy go-to-market approach. In this excellent follow-on book to Productize and Fearless, Eisha Armstrong provides the definitive road map firm leaders need to avoid this painful outcome and put their organizations on a path to sustainable, predictable revenue." - Matthew Dixon, Founding Partner of DCM Insights and Wall Street Journal-bestselling co-author of The Activator Advantage, The Challenger Sale and The JOLT Effect.

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