What are the key elements for offer management?
An important part of managed services offer management is to define your value proposition to your customers. Your core differentiation is not a value proposition in itself. Your core value proposition is how your customers will directly benefit from using the services you offer. Your point of differentiation is why your customers will perceive the benefits of using your service more effectively than other providers. In the managed services business, there are four key areas that form the basis of your value proposition.
The first is how our services can reduce the total cost of ownership. We explain how our services can reduce the total cost of operating the relevant part of the infrastructure for our customers. Secondly, we improve performance. Leveraging your skills, scale and intellectual property to deliver a high-quality service to your end users. The third is to reduce risk. By leveraging your capabilities, we can put you in a better risk position going forward. Fourthly, we accelerate transformation. We can use your team and capabilities to drive the benefits of the transformation you are undertaking more quickly and effectively.
There are a number of other possible value propositions, such as increased flexibility, cost predictability and transparency/visibility, but the four main areas of managed services are the main ones.
When articulating a value proposition, it is important to link these value statements to features and differentiators. In this way, your business will be able to create an attractive proposition for your customers. Marketing managed services is a difficult problem. In managed services, it is more likely than in other technology-related marketing activities that you will spend money and not see the end result. For this reason, some people prefer to spend less money on external marketing activities related to managed services. Whether it is advertising, trade shows or demand generation campaigns called callouts, the cost is not worth the profit.
Some managed businesses are now successful in these activities, but in the past, we have heard of many wasting money on this type of expenditure. Of course, it is very important to be proactive in getting your name and brand out there regarding managed services. First of all, it is very important to have a very concise, multi-page brochure about the products your business offers. It is a good idea to have both hard copy and soft copy. Hard copy or soft copy is fine. If you have a nice colour layout and a logo.
A logo is all that is needed. The key is the content, which should explain the core value proposition and the differentiation of the offer in a lift pitch style. The managed services message includes the typical core benefits. And in doing so, it is important to emphasise the differentiation. It is also important that everyone in the business is able to articulate your managed services message in a consistent way, and this should be reflected in your materials.
I believe that a bottoms-up approach is the best way to get the word out about your offering and create a buzz.
Firstly, I believe it is important to have one or two industry analysts close to you. When working with industry analysts, it’s important to involve them when developing your offer or message When working with industry analysts, it’s important to involve them when developing your offer or message. They will be able to point you in the right direction. By engaging and using them early on, they will of course feel as if they are part of the process. The earlier you get involved and use them, the more ownership you will feel.