Chapter 4 Realizing Your Monetization Potential Needs Customer Value Management
Mrinal (MG) Gurbaxani and Alex Smith
Most B2B industries are transforming digitally and leveraging their data to develop innovative business models, and with that, delivering flexible subscription-based offers to these new services and solutions. OEMs that produce trucks, ship engines, and computer servers are all moving toward delivering total solutions ‘as-a-service.’ Realizing the monetization potential of these flexible subscriptions requires industrial companies to develop a key new capability: customer value management.
This trend began in the software industry, with Salesforce being the pioneer toward SaaS and, 20 years later, ...
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