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Go To Market

Raising the design game to succeed in Outcome Based Services

The Historical context 50 years ago most companies that made stuff had a product focus sometimes known by academics as Goods Dominant logic, in which tangible products were sold. Now more and more business are moving to delivering outcomes under a Service Dominant logic approach. The change is profound! This […]
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Six attributes to look for in a top performing service business

Companies frequently review their approach and discuss how to become more explicit and attentive to their customers’ needs. Almost always this leads to a discussion about services. Service organisations represent the customer and the customer operations better than most other parts of the company due to their closeness and local […]
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Five Guiding Principles for Service Transformation within Product Focused businesses

By the very nature of their history, engineering and industrial businesses tend to focus on technology and processes when developing product related services. However for these services to be enduring and profitable, they must also develop and even change their people as they evolve to a services centric culture. Generally […]
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Ecosystem Thinking to develop Advanced Services

Delivering advanced service propositions can be daunting as they stretch beyond core capabilities 1. Ecosystem Thinking to deliver complex new service offerings In todays connected world, we think less about products and more about solutions and outcomes. Relationship, network and ecosystems are increasingly replacing traditional transaction and supplier thinking. Companies […]
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SIX strategies to maximise value from products, services and disruptive technologies

Many companies struggle to extract full value from the products, services and the opportunities offered by new connected technologies such as the IoT.   For example I am always amazed at how many managers when asked to describe their value to customers, respond with bland phrases such as we are […]
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As companies expand their services portfolio or shift to solutions based offerings, their value propositions, target markets and customers usually change. Yet marketing and sales practices often do not keep up. This hampers revenue growth, foregoes opportunity and increases costs.

In addition, the majority of B2B sales, for both products and services, has shifted to digital platforms, requiring real-time interactions, while increasing customer expectations. Technology is now providing buyers with a significant knowledge advantage, changing behaviors and decision processes. Many more influencers, including senior executives and cross-functional teams, are involved in purchasing processes, exposed to the dynamics of social networks and on-line opinions, often long before a company has had a chance to present its offerings. The conventional sales funnel is losing its potency. Predictable, sequential (from lead generation to order), relationship based sales processes are transforming into complex “customer journeys” with multiple “touchpoints” and feedback loops. Marketing and sales are increasingly fusing.

Companies must therefore shift focus from expending resources to push products and services, to attracting customers through an ever increasing multitude of channels. More investment is required towards understanding what customers need at each stage of the customer journey. This, in turn, helps design and deliver superior, more customized value propositions and launch better targeted, more effective sales initiatives. Without a strong alignment between a company’s engagement and customers’ perception of needs, marketing messages or sales initiatives will not sufficiently impact a buyer’s purchasing process.

We are well positioned to help clients redesign or adjust their go-to-market strategies as they focus on services and, at the same time, come to grips with digitization disruption. Through targeted, analytics based, research we help our clients gain insights into customers needs and buying behaviors throughout the customer journey. We work to develop a far sharper customer segmentation, improving our clients’ ability to assess market potential and scalability of offerings and enables better pricing or investment decisions. Further, we help clients identify decision networks and influencers, develop customized value propositions, sharpen and individualize messages, and design effective customer journeys across multiple communication and interaction platforms. And we help clients manage reallocation of sales and marketing resources to where they can have the most impact and modify structures and processes to bring marketing and sales into tighter alignment and improve collaboration.

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Our capabilities

  • Strategy
  • Innovation and Design
  • Go To Market
    • Market and Customer Research
    • Optimizing Customer Journeys
    • Sales and Marketing Organisation
  • Organizational Transformation
  • Service Performance Management
    • Service Operations Strategy
    • Lean Six Sigma Service Management
  • Technology
  • After Sales Services
    • Field Service Management
    • Spare Parts Management
  • Industrial Asset Management
  • Outcome based Services
  • Service Procurement
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