Services Business 
      Strategy for Development and 
      Demand Creation
                                                                 Copyright 2017 IntelliVen, LLC and Peter F. DiGiammarino. 
                                                            All rights reserved. Quotation, reproduction or transmission is prohibited 
     Peter F. DiGiammarino                                 without written permission from IntelliVen, LLC and Peter F. DiGiammarino
     The Problem:  How to build and accelerate the growth of 
     service businesses
     •   The key success factor for a service business is developing and communicating to 
         the market compelling, customer-focused offerings.
     •   Successfully scaling a service business requires the institutionalization of 
         processes that develop market plays and support manager’s efforts to get these 
         plays in front of prospects.
     •   We help our clients build and expand service businesses.
     •   Our approach focuses primarily on creating demand for a firm’s services through 
         strategic marketing  and business development.
     •   Often, we are also asked to assist with organization design, operations, finance, 
         and governance process improvement to further build these businesses.
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     Target Audience: Established product companies and 
     emerging service firms seeking to build, or dramatically 
     expand, their services businesses
     •  Established product companies:
         – See the benefits of adding related services to their revenue stream, but
         – Lack the experience and service-oriented culture to successfully develop a new 
            business with different organizational structures, market strategies, and key success 
            factors 
     •  Emerging service firms:
         – Typically have been successful building capability in delivering solutions in one or 
            two verticals and would like to expand into new verticals and competency areas, but
         – Are young firms and do not have established processes in place to quickly develop 
            new offerings and enable mid-level managers to “own” these market plays and drive 
            them into the marketplace
     •  Both of these groups need to improve market messaging, business 
        development processes, and management support systems designed to 
        increase revenues
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                Four service areas directly impact near-term demand 
                creation needs
                                                                                                         Market Positioning                                    Market Demand 
                                                                                                                                                                     Creation
                                                                                                       • (Re)Positioning Plan                            • Marketing Machine Design
                                                                                                       • Market Themes                                   • Marketing Plan
                                                                                                       •                                                 • Program Design
                                                                                                         Best Practice Research                          • Program Execution Coaching
                                                                                                       • White papers
     Market-Driven Strategy                            Competency and                                  • Press / Analyst Briefings
             Formulation                           Vertical Development                                • Speaker Development
     • Customer Value Proposition               • Strategic Plan Development
     • Services / Product                       • Service Offering and Market 
       Architecture                               Play Development
     • Channel Strategy                         • Target Account Profiling 
                                                  and Key Messaging                                                                                            Strategic Partner 
     • Corporate Business Plan                  • Sales Materials                                     Business Development 
     • Executive Alignment                                                                             Process Improvement                                        Relationship 
                                                                                                                                                                  Management
                                                                                                     • Account Categorization                            • Strategic Partner Selection
                                                                                                     • Review Process Design and Facilitation            • Partner Relationship-Building 
                                                                                                     • Lead Management Process and Tools                   Programs
                                                                                                       Development
                                                                                                                                                         • Joint Account Planning
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            Approach: Build scaleable demand creation systems by working 
            with managers to create and execute market “plays” 
                    Traditional Approach to Demand Creation                                                                  Solutions Approach to Demand Creation
                    Traditional Approach to Demand Creation                                                                  Solutions Approach to Demand Creation
                 Traditionally, marketing strategy focused on giving                                                 Key managers define market plays, link them to current 
                 advice to senior executives or training salespeople…                                                sales opportunities, and drive improvements in business 
                                                                                                                     development processes…
                  Business                        Senior                           Corporate                                                              Senior 
                  Strategy                     Executives                          Marketing                                                           Executives
                 Consulting                                                         Strategy                                                                                                  Market-Driven Strategy 
                                                                                                                                                                                                      Formulation
                                                                                                                                                                                            Competency and Vertical 
                                                                                                                                                                                                     Development
                                                Managers                                                                                                Managers                              Business Development 
                                                                                                                                                                                               Process Improvement
                                                                                                                                                                                                  Strategic Partner 
                                                                                                                                                                                                     Management
                  Sales                       Sales People                                                                                           Sales People
               Training
             …This approach often results in executive driven strategies that are never implemented                  …This approach links marketing strategy to sales management and creates a scaleable 
             by the organization or sales training spending that fails to increase revenues                          demand creation system that emphasizes near and long term revenue gains
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