Realize Value from Product & Service Bundles: Design, Price & Sell Packaged B2B Solutions

Successful B2B commercial teams routinely consider the best way to package services, products, and solutions to realize higher prices, improve engagement metrics, fill their funnel, pursue qualified opportunities, and increase revenues. As we enter the next decade, the importance of designing offers that combine products and services will become increasingly critical to maximizing customer value and profitability. 

In this white paper, we will explore the legitimate reasons for packaging, contrasting product and service bundles with their associated a la carte offerings using illustrative case studies. 

This white paper will cover:

  • 3 common approaches that result in B2B packaging failures.
  • 6 good reasons to package, and their implications for pricing, offering, and communication.
  • Key decision points in developing a package design strategy.
  • 3 strategic reasons why B2B companies might consider an unbundled strategy.
  • An 8-step value framework for designing great packaged offers.
Peyton Marshall

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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