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

This includes an initial pilot to a market segment subset to refine messaging, pricing, and demand generation tactics (sometimes called a closed beta). The goal of this stage is to determine if you have product-market fit, which means businesses in an attractive market segment want and are willing to pay for your product. You are testing the value

Successfully commercializing does not mean launching with certainty. It means launching with a set of assumptions that you quickly test. Your assumptions will be informed by earlier tests and will, hopefully, be directionally correct, but it is a big mistake to assume that your pricing, packaging, messaging, ideal customer profile, marketing tactic

Professional services organizations that successfully commercialize more productized offerings do the following five things well: Invest in new commercialization capabilities Have clear owners for commercialization success Begin building their commercialization strategy at the beginning of the product development cycle Continue to iterate on their

Good go-to-market includes a whole ecosystem of activities including defining your market, creating your marketing strategy, determining how to generate leads, building sales collateral, sales compensation, and so on. In other words, a strong go-to-market strategy is NOT: A list of marketing campaigns A list of target customers Sales headcount

A good go-to-market strategy answers the questions: What do we sell? To whom? How?

There must be an end-to-end go-to-market strategy about who we are selling to, the pricing, the packaging, how we will generate leads, and what skills we need to sell, and developing that strategy starts at the same time we begin developing the new product.”

most B2B services organizations who are productizing don’t fully grasp the importance of developing a new and separate go-to-market strategy and adequately investing in different capabilities to execute a more productized go-to-market strategy.