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Home > Research Practice

Offering Management


Deep industry insights to create compelling service and product offerings, converge portfolios, optimize pricing, and orchestrate cross-functional success.


Portfolio Governance & Lifecycle Management

Market Analysis & Offer Fit

Value Proposition Differentiation

Tangible Value with Data & Analytics

Tangible Value with Data & Analytics

Customer Success & Managed Services Monetization

chief revenue officer priorities report

The State of B2B Product Management 2023

Optimizing Revenue Growth across the Customer Life Cycle

Get the Research Report
chief revenue officer priorities report

The State of Service Offer Management 2023

Optimizing Revenue Growth across the Customer Life Cycle

Get the Research Report

Join an Exclusive Community of Product and Service Offerings Leaders

Executives focused on profitable revenue growth via compelling offers and integrated portfolios.


The Pillars of Offering Management

Portfolio Governance & Lifecycle Management

Improve your Offering Management process and roles through strategic alignment and cross-functional handshakes.

Market Analysis & Offer Fit

Rationalize your portfolio using segmentation strategies and offer/market fit analysis.

Value Proposition Differentiation

Establish value realization categories by identifying attributes of compelling offerings and emerging high-value services.

Tangible Value with Data & Analytics

Leverage consumption analytics to deliver tangible value and engineer customers outcomes.

Customer Success & Managed Services Monetization

Grow profitably by converging new and existing service offerings while monetizing services.

Top Business Challenges We’re Solving for Product and
Service Offering Leaders:

  • Offering Lifecycle Management
  • Measuring Offering Performance
  • Offering Management Organizational Design
  • Market Discovery for Offering Success
  • Offering Pricing Strategies
  • Harmonizing the Offering Portfolio
  • Creating Viable XaaS Offerings
  • Converging Service Portfolios
  • Monetizing Customer Success Offeringss
  • Product Management and Customer Success Alliance

It is time to create value by harmonizing
the Offer Portfolio

TSIA Offering Management empowers the growing community of product and service offer leaders who are focused on profitable revenue growth based on compelling offers and integrated portfolios.

"Be part of the community that gives Product and Service Offering Leaders the opportunity to interact with peers facing similar challenges and provides industry-validated data, insights, and guidance on how to achieve their goals."

Offering Leader Priorities

Never More Important than Now

chief revenue officer priorities

Helping Offering Leaders Understand...


To reduce only the operating costs that don’t cut into the productivity or efficiency of profitable revenue generation.

Eliminate Confusion and Complexity

  • Eliminate portfolio confusion by rationalizing your end-to-end service portfolio and reducing redundancy across service offers.

Eliminate Ineffective Practices

  • Identify inefficient service offer realization and lifecycle practices while optimizing offers for simplicity and scalability.

Minimum Viable Experiences

  • Define minimum viable experiences for customers to ensure offers aren’t over-engineered and delivering value that has not been monetized.
  • Ensure a consistent approach across the entire portfolio.


To focus more on the places where revenue CAN be grown in this economy.

Optimize Portfolios for the Customer Lifecycle

  • Establish offer portfolios that deliver value across the entire customer lifecycle
  • Create portfolios of service offers that continually build on incremental layers of value.

Maximize Expansion and Upsell Opportunities

  • Target existing customer base of support customers for expansion and upsell opportunities.
    • Migrate support clients to managed services
    • Migrate managed clients to XaaS offers
    • Consult, design, and transform legacy environments

Outcome-based Customer Engagement

  • Leverage offer data and analytics to ensure sales is not underselling at the point of sale. Reinforce with data-driven insights on how premium offers influence the customer’s business results


The State of B2B Product Management 2023

Product management teams are under increased pressure to select and execute strategies and practices that put the business on a profitable growth trajectory.

“The State of B2B Product Management" is an annual report documenting current trends impacting technology product management when designing for B2B XaaS business models.

The report highlights trends and predictions, including the impact on:

  • Product-led growth
  • Outcome-aligned value propositions
  • Outcome-aligned pricing
  • Product management–customer success operational maturity
  • The XaaS product life-cycle management process
  • Other research-backed capabilities that impact XaaS success


Authored By:

  • Laura Fay, VP and Managing Director, Products and Offers Research and Advisory
Get the Report


The State of Service Offer Management 2023

Optimizing Revenue Growth across the Customer Life Cycle

The pandemic forced many to accelerate investment in digital transformation, driving a rise in total revenues near levels not seen since 2008 and a continuing shift from technology product revenue toward service revenue.

The present economic environment has raised the stakes, with investment funds more precious and a strong focus on profitability.

The role of service offer leaders in this ongoing industry transformation has never been more critical; winners in this market will evolve their service offer management capabilities to rise to these challenges.

This “The State of Service Offer Management” report covers the following topics:

  • Business trends.
  • Top challenges facing service offer leaders in 2022.
  • Service offer management trends and recommended practices for 2023.
  • Resources to accelerate your service portfolio transformation.


Authored By:

  • Hal Stanley, Vice President, Offering Management Research and Advisory
Get the Report


Attend a TSIA Conference to Expand Your Network & Get Exclusive TSIA Data

TSIA conferences are designed to help you create your revenue strategy and give you the tools you need to implement it. Learn about the most important topics facing the technology industry and find out how other leading companies are meeting their challenges. In addition to dynamic speakers and critical insights, you’ll have a chance to meet with other executives who are focused on revenue growth and efficiency through the entire customer lifecycle.

Learn More

Steve Frost speaking in a keynote


Meet Our Research Executive

Hal Stanley
VP & Managing Director, Revenue Research and Advisory

Hal Stanley is the vice president of offering management research and advisory for TSIA. In this role, Hal is responsible for the research agenda that informs his engagement with member companies offering them best practices and data-influenced research for creating compelling service offers.

Join a community of like-minded executives focused on profitable revenue growth based on compelling offers and integrated portfolios.
  • Meaningful connections with other product and service leaders
  • TSIA Offering Management Benchmark with customized readout and recommendations.
  • The world’s most complete body of research on the customer lifecycle, empowering product and service offer leaders to holistically manage offerings.
  • Access to TSIA researchers, including subject matter experts on service and product offerings and product/customer success collaboration.
  • Ability to influence TSIA research on new and emerging critical topics and industry trends.