TSIA Research Journeys are our initiative to solve the top problems plaguing the tech industry today. Join us as we launch discovery research, build practical theories, and deliver industry-validated, board-ready insights designed to help empower every tech company.

In the tech industry, it’s hard not to notice the ripples caused by the disruptive force of artificial intelligence (AI). As this transformative technology continues to reshape business landscapes, TSIA embarks on a Research Journey to understand AI’s profound influence on a pivotal area: Offering Management.

Offering management is not simply a designated role within an organization. Rather, it encompasses a vast capability often distributed across several organizational roles. It’s the lifeline that ensures products and services are aptly designed, priced, and brought to market.

TSIA’s research aims to answer a crucial question: How is AI currently disrupting the workflows of offering management, and what does the future hold?

As we sail through this Research Journey, our intent is to navigate the waters of AI-powered offering management, understand its depths, and chart a course for the industry’s future. Join us as we decode the stories beneath, at, and above the waterline.

In this journey, we will reveal the risks of not tackling this challenge and introduce our research methodologies. With our findings, we can empower every technology services company with the insights they need to thrive in a dynamic and competitive market—but we can’t do it without you.

So jump in with us as we:

• Define the Problem: By clearly identifying the business challenge, we can start tackling it.
• Launch Discovery: With polls, surveys, and interviews, here’s where we dig deep into the facts and contributing factors.
• Develop the Theory: With data in hand, our researchers and analysts can start developing and/or enhancing frameworks.
• Guide the Industry: Correlations to financial results lead to conclusions that will help your organization get on the road to AI-powered offer management.

This blog will be continually updated with our findings as we work through each step of this research journey. By subscribing to this journey, you can stay updated on each step, participate in finding solutions, and view our results as we work toward what it takes to make AI-powered offering management a reality.

Define the Problem: The AI Disruption in Offering Management

The excitement around artificial intelligence (AI) is palpable, but with excitement comes challenges and uncertainties in offering management. At its essence, the core problem revolves around AI’s disruptive nature.

Offering management faces the fundamental challenge of designing compelling offers. Whether it’s about understanding portfolio management, pricing strategies, or other nuances of getting the offer just right, the complexities are ever-present. Introduce AI into this mix, and these already intricate challenges are magnified. The unpredictability of AI’s influence poses the question: How do we harness its potential without getting overwhelmed by its complexities?

When it comes to risks, they are substantial. The most evident risk is competition. If a rival firm successfully integrates AI into its offering management faster and more efficiently, businesses that lag behind risk obsolescence.

Given the gravity of this situation, it’s crucial to identify who should be at the forefront of this challenge:

• Primary audience: Those at the helm of product decisions, like the heads of product, product managers, service offer managers, and services portfolio managers. They are directly responsible for the offerings and must be at the forefront of understanding and integrating AI.
• Secondary audience: Those focused on the experience side of things—people with Customer Experience (CX) titles. They delve deep into market discovery and the user journey. Additionally, product and services marketers fall into this category. They witness the problem, but from a different angle.
• Tertiary audience: Interestingly, this group is often the senior-most within organizations. They might be leading smaller companies and grappling with offer management as a part of their broader roles. Or, they could be at the level of SVPs or Chiefs of Staff, still figuring out the nitty-gritty of offering management.

Furthermore, there’s a fourth emerging group, which can be potentially viewed as an offshoot of the tertiary audience. These are practice line leaders, like Heads of Customer Success. These professionals support their business strategies and need to understand offers specific to their domain, playing a pivotal role in their businesses’ trajectories.

In sum, AI’s disruption in offering management is a puzzle waiting to be solved. As we venture further into this Research Journey, our goal is to piece together this puzzle, ensuring that organizations can harness AI’s potential to its fullest without faltering in its wake.

Embarking on the Research Journey: AI-Powered Service Management

AI’s influence on offering management isn’t just a fleeting trend—it’s a disruption that promises to be as transformative as the advent of cloud computing. The stakes are high and, as we all know, the tech world moves at a breakneck pace. Recognizing the magnitude of this transformation, we at TSIA are committed to comprehensively understanding this seismic shift.

Our modus operandi is rigorous and multi-faceted. We’ve already initiated our investigation with a quick poll designed for launching insights, as detailed in this blog. As we progress, our methodology will be dynamic, combining a series of instruments—surveys, quick polls, and more—to give us an all-encompassing view. Our research won’t be a monologue; it will be a community dialogue. Our progress will continually be refined based on our interactions and experiences with participants.

While we can offer a roadmap, we also acknowledge that sometimes the destination or the path may change based on new findings or shifts in the industry landscape. The point is, as the contours of the AI landscape evolve, so will our research strategy.

Imagine being on the frontlines of one of the biggest disruptions in the tech industry, armed with insights that evolve in real time. By participating in this Research Journey, you gain:

• Currency of relevant insights: Stay updated with developments as they occur, ensuring that you’re always in the loop.
• Shortcut the trial and error: Benefit from collective intelligence, avoiding the pitfalls of starting from scratch. Why reinvent the wheel when you can leverage shared wisdom?
• FOMO no more: Participate actively, ensuring you never miss out on critical developments.

Our primary aim is to chart the course of AI-powered service offering identifying predictors of success and helping businesses navigate this change efficiently. Think of this Research Journey as your compass in these uncharted waters.

Our call to action is simple—join us. Together, we can demystify AI’s role in offering management. As we unearth findings, assess strategies, and foster a community dialogue, you’ll not just be a spectator but also an active participant in shaping the future of the tech industry.

What's Next? Join the Journey!

To join this research journey, subscribe today and solve this problem with us.

Take Quick Poll 1: Transforming Offering Management with Generative AI to take the next step in this research journey. This poll is designed to assess how offering leaders are approaching new generative AI capabilities in their roles.

Timeline of This Research Journey

Define the Problem

By clearly identifying the business challenge, we can start tackling it.‍October 2023

This Blog (Above): The AI Disruption in Offering Management

Offering management faces the fundamental challenge of designing compelling offers. Whether it’s about understanding portfolio management, pricing strategies, or other nuances of getting the offer just right, the complexities are ever-present. Introduce AI into this mix, and these already intricate challenges are magnified. The unpredictability of AI’s influence poses the question: How do we harness its potential without getting overwhelmed by its complexities?

Launch Discovery

With polls, interviews, and more, here’s where we dig deep into the facts and contributing factors.‍October 2023 - Janurary 2024

Read the Quick Poll Insights: AI's Role Within Offering Management Organizations

In June of 2023, TSIA launched a quick poll titled Offering Management in the Age of AI. The poll was designed to give technology product owners and service offer leaders quick insights into the ways generative large language model (LLM) AI is being used in offering management, with an emphasis on deeper market discovery. In October of 2023, TSIA relaunched the poll, entitling it Transforming Offering Management with Generative AI, to evaluate how generative LLM AI is now being used in offering management workflows, since it has become one of the top-trending topics in the technology and services industry of this quarter.

Develop the Theory

With data in hand, our researchers and analysts can start developing frameworks.‍ February - April 2024

Read the Survey Insights: Generative AI Tools in Offering Management Roles

In January 2024, TSIA launched the Getting the Offer Right with AI survey, which was designed to explore how companies are using generative large language model AI to create more compelling offers. This report will focus on what generative AI (GAI) tools that offering management organizations are leveraging and how these same organizations are putting the large language model (LLM ) tools to use.

Read the Survey Insights: Offering Management Teams Are Still Hesitant to Implement AI Solutions

TSIA’s 2024 Getting the Offer Right with AI survey explores how offering management workflows are impacted by generative AI (GAI) and how offer teams are using large language model (LLM) AI to create more compelling offers. This report will focus on GAI adoption, organizational models, and the perceived impact on competitive advantage and market position within offering management organizations.

Guide the Industry

Correlations to financial results lead to conclusions. We’re ready to present our findings!
May 2024

This is an ongoing research journey with updates happening in real time. Click here to experience this Research Journey in full.

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