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

Format: Whitepaper

Posted in Pricing, Quantify Customer Value


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, Ph.D. is CEO of LeveragePoint. Previously, he served as CFO and Acting CEO at PanacosPharmaceuticals, Inc., CFO of EPIX Pharmaceuticals, Inc. and as CFO of The Medicines Company through their initial public offering and commercial launch of Angiomax®. Previously, he was an investment banker 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 in the Economics Department at Vanderbilt University. Dr. Marshall holds an AB in Economics from Davidson College, and a Ph.D. in Economics from the Massachusetts Institute of Technology.

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