Realize Value from Product & Service Bundles: Pricing & Selling Packaged B2B Solutions

by | Nov 7, 2019

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Almost all B2B businesses not only provide products, but increasingly deliver related services. Innovation, increasing complexity, and M & A naturally drive commercial teams to consider bundled systems and packaged solutions as their offering strategy. Understanding customer value is a critical tool in answering the following questions:

  • What are the best package designs?
  • How should packages be priced and sold relative to their a la carte components?
  • Do bundled systems create opportunities to segment pricing and reset pricing metrics?
  • Should packaged solutions become the primary go to market strategy?
  • Should a la carte products and services continue to be offered?

In this webinar, Peyton Marshall provides a framework to answer these questions by identifying the six good reasons to offer packaged solutions, exploring their implications with real-world examples, and highlighting common pitfalls in bundling strategies.

 

Peyton Marshall

Peyton Marshall is CEO and Chairman of the Board of LeveragePoint where he works actively with successful B2B enterprises in implementing value selling. For 15 years he served in senior management roles in healthcare products and IT companies, having been CFO and Acting CEO of Panacos Pharmaceuticals, Inc., CFO of EPIX Pharmaceuticals, Inc. and CFO of The Medicines Company through their initial public offering and the commercial launch of Angiomax®. Before that, he was an investment banker for 12 years in London at Union Bank of Switzerland, and at Goldman Sachs where he was head of European product development. He has served on the faculty of the Economics Department at Vanderbilt University. Dr. Marshall holds an AB in Economics from Davidson College and a PhD in Economics from MIT.
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