In the opening keynote, TSIA CEO and lead author of B4B J.B. Wood will discuss how technology companies can reinvent their approaches to product R&D, sales channels, and skills development to recapture growth. In this day-two keynote, TSIA executive director Thomas Lah will double-click into the topic of how technology companies can identify, develop, price, and sell high-value offers that keep margin dollars in the technology business model.
Traditionally, product companies are optimized to develop compelling technology capabilities and sell the promise of those capabilities to customers. Unfortunately, the price point for product features is commoditizing at a rapid rate. In addition, the big CapEx technology deals are becoming harder for sales reps to find. As customers migrate from buying technology capacity up front to paying for outcomes actually delivered, technology providers will need to reinvent their offers. To successfully navigate this transition, product companies will need to answer the following questions:
- How do we successfully identify new offers that customers will value?
- How do we develop these offers that accelerate our time to market?
- How do we price offers that are based on customer outcomes?
- What are the right sales channels for different types of offers?
In this keynote, Thomas Lah will introduce a series of frameworks companies can use to help answer these critical questions. Whether you are selling technology solutions or on the hook for delivering them, this session will provide practical guidance on how to pursue high-value, high-margin offers.