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

Commercialize, a follow-on book to Productize, explores why commercializing new services and product concepts is the most significant stall point when B2B services organizations productize their offerings - and shows you how to successfully package, market, and sell your offerings to grow revenue. 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. 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  "Two chapters into this book, I texted my co-founder telling him to drop everything and read it.
The authors' insights are spot-on, offering tremendous value in navigating the complexities of productization. This is a must-read for any service business looking to evolve."-   Alexander Yastrebenetsky, Chief Executive Officer, InfoTrust "Every professional services leader aspires to bring more consistent, predictable growth to their firms. 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. "Eisha Armstrong's first book Productize was a game changer for many professional services firms to help them move from pure services to more packaged offers that can drive growth at scale.
Commercialize provides a perfect follow-up addition to tackle the equally difficult challenge of engineering a commercial strategy and structure that allows you to take packaged service offerings to market. Great packaged products and services are only half the battle. This book provides you with the commercial gameplan to win the second part of that battle."-   Christoffer Ellehuus, Chief Executive Officer, MindGym  "I've seen dozens of consultancies attempt to build and sell products, but the vast majority fail.
Commercialize is an invaluable resource for any professional services firm seeking to avoid failure. Armstrong, Boldt, and Gillispie have masterfully distilled years of experience and countless case studies into a practical, actionable guide. Their insights on market understanding, pricing strategies, and building effective go-to-market capabilities are profound and practical."-   Joe O'Mahoney, Professor of Consulting, Cardiff University and Author of Growth: Building a Consultancy in the Digital Age