When most business leaders set prices, they focus on models such as cost-plus, value-based pricing, or competitive pricing. They may do this because their research is centered on their competitors or their company’s financial needs and historical results, or they may not know of other pricing strategies that could work better. The wrong strategy will hold your growth back; the…
If you are looking to grow or scale your business (and who isn’t?) you will want to review your offerings and productize. If you’re not familiar with the term, this blog explains the concept relative to its impact on revenue. The revenue impact alone is a powerful advantage for any company, but there are many other benefits that will give…
Is Your Pricing Strategy Holding Back Growth? Have you ever felt that you lost a sale due to your pricing? Did you assume your pricing was too high, or had you considered whether those lost sales might actually have been the result of underpricing? Underpricing is just one way you could be leaving money on the table, and it’s a…
Productization can have one of the greatest impacts on a company’s ability to grow and scale rapidly. We have helped many clients realign their offerings using this method, and can provide testimonials that speak to the significant positive impact it has had on their businesses. Yet productization remains one of the most misunderstood aspects of creating offerings that propel success…
If you’re still structuring your offerings as “Good, Better, Best,” it’s time to rethink your productization approach. That method worked in the past, but it’s not as effective today, and it could be the reason you’re not converting as much business as you should. Today’s buyers expect more than a basic triage of cookie-cutter options. They want personalization and custom…
Artificial intelligence has revolutionized the way businesses operate, and it has become an essential part of the marketing industry. As AI evolves, we have more and more options for using both generative and agentic AI to help improve marketing efforts and outcomes. Generative AI is like a creative assistant that will perform actions you prompt it to. Agentic AI takes…
Running a business always involves navigating a range of challenges, and these can often have a greater impact on small and midsized companies than on larger ones. Market dynamics are constantly evolving, and no business is immune to the pressures that come with competition, shifting consumer expectations, or supply chain disruptions. These factors can create constraints that make it harder…
For the past few years, AI has promised to revolutionize marketing. The attraction? Better results, booming pipelines, and conversions that practically run themselves. But here’s the real question: has AI actually delivered on all that hype? The answer is it depends. This year has been a real turning point for companies trying to achieve ROI from AI in marketing. Business…
Productization is the process of taking a skill or service that has been used internally and developing it into a standard, fully-tested, packaged, and marketed product. It results in a cohesive, repeatable offering or set of offerings that solve a business problem for your customers. The offerings can be created to accommodate a degree of customization to make them even…
If you’re still struggling to gain traction with your marketing program, even after spending thousands of dollars on SEO/AEO/GEO, Digital Marketing, Social Media, and other tactics, this may be the most important article you read all year. If I just described your company, chances are that you’re looking in the wrong place and making the wrong changes. If you want…