Commercializing a New Enterprise Service Offering

Big Problem

Customers needed strategic guidance beyond software implementation, but no repeatable consulting offer existed to help customers translate technology into organizational capability.

Symptoms

Customers need more than software, they’re asking us for more help.

How do we productize our expertise?

The Context

A new feature set offered niche users with powerful tools, and training focused on clickstreams, not strategy and capability development.

My Role

• Developed the commercialization approach for a new enterprise consulting offering that connected customer adoption challenges to scalable advisory services.

• I translated emerging customer needs into a repeatable consulting model that enabled D2L to deliver strategic value beyond software implementation.

Enabled through customer discovery, service design, positioning, pilot engagements, sales enablement, cross-functional alignment

The Transformation

Consulting shifted from a premium offering included in high-ticket implementations to a separate, well-defined commercial offering that extended customer relationships and created new revenue opportunities.

Impacts on Commercial Health Indicators

↑Market Understanding

↑Learning & Feedback

↑Evidence Architecture

Learn more about what I mean by these terms: See the Commercialization Executive Brief here.

Results

Generated approximately $120,000 in first-year revenue while establishing a scalable commercial model for strategic services.

Enterprise Impact

Nurtured cross-silo communication between sales, product, implementation, and marketing. Demonstrated that consulting could be a revenue driver instead of an add-on service that was often given away as a deal-sweetener.

Takeaway

Products solve problems. Consulting solves capabilities gaps. Consulting is a revenue-driver that bridges the two.

Why This Works

Organizations often need new capabilities to make the most of new technologies. Commercializing expertise allows companies to create value by accelerating customer transformation rather than simply delivering products.