Success Marketing and Portfolio Management
As technology services evolves to emphasize new value and benefits such as use and adoption of products and the attainment of successful outcomes, service marketing must evolve beyond selling the initial service engagement and focus on sustaining and growing relationship value.
The fundamentals of service marketing must prevail, yet it is time to embrace success marketing capabilities that assure new success-focused technology services can be defined, sold and renewed indefinitely.
Success Marketing Defined
Success Marketing consists of the practices and activities necessary to create end-to-end, integrated success-focused programs capable of delivering a value-based message to promote adoption and attainment of tangible customer outcomes that sustain customer relationships and promote opportunities for growth.
There are eight fundamental success marketing practices. Several of these practices extend the focus and scope of traditional service marketing responsibilities. The expanded scope of Success Marketing must include the following:
- Customer Segmentation Strategy
- Ongoing Customer Needs Assessments
- Service Program Design Methods
- Portfolio Management
- Value Quantification
- Sales Enablement
- Service Catalog & Marketing Materials
- Retention and Growth Planning
These fundamental service practices are defined and described within this report.