商业化：如何将专业服务的定制化产品进行 monetization、销售和市场推广

English | 2024 | ISBN: 1736929631 | 234 Pages | EPUB | 1 MB

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.

越来越多的专业服务公司正在“产品化”他们的服务以实现增长和扩展。然而，成功地营销和销售标准化的服务或产品与传统的专业服务营销和销售方式有着很大的不同。 《商业化》一书是《产品化》的后续书籍，探讨了为什么当B2B服务组织尝试将想法商品化时，这是最显著的一个障碍点。然后详细说明了如何以快速且高效的方式成功地向市场推出已经包装的服务和新产品，并获得营收影响。 《商业化》的独特之处在于它特别关注B2B专业服务公司的具体情况。关于新产品的发布有许多文章，但几乎没有任何关于领导者应该如何在一家具有传统服务业务的企业中成功推广新的解决方案的信息。 《商业化》包含了许多真实的案例研究和故事，这些故事涉及成功领导他们的组织将其服务和产品更具有可扩展性的专业服务领导者。 在这本书中，你将学习到： 成功的商业化不仅仅是营销活动和培训销售人员 如何选择最佳的目标市场细分 如何设计定价和包装策略以最大化短期和长期的营收 如何成功地在市场上推出包含定制化服务和更多可扩展产品的解决方案 如何建立一支具有正确技能、激励和支持的产品销售团队 如何构建一个能够产生足够的线索来实现产品化的销售目标的营销引擎 如何设计出自然循环的服务和产品 如何使组织围绕客户生命周期价值而非短期营收进行重新定位 如何管理与传统服务销售动因固有的不一致。 《商业化》旨在为任何希望成功加速增长的专业服务业务领导者提供一本实用的操作手册。 《商业化》结合了Eisha Armstrong、Jason Boldt 和 Sean Gillispie 在成功商品化产品化服务方面数十年的经验。他们知道哪些方法有效，哪些方法无效，并且热衷于确保组织能够互相学习并避免重新发明轮子。

---

Download from free file storage

 Download from nitroflare.com  Download from rapidgator.net

---

我要反馈

---

本站不对文件进行储存，仅提供文件链接，请自行下载，本站不对文件内容负责，请自行判断文件是否安全，如发现文件有侵权行为，请联系管理员删除。