This blog post is part of a series providing an in-depth exploration of each dimension of the 12 Dimensions of Revenue Architecture.
The commercialization process prepares you to introduce products and services into the market. There are several different frameworks that describe the product development process in detail and commercialization is typically included in this overall process. For our purposes, in assessing and constructing a revenue architecture, we focus on elements of commercialization that impact marketing and sales execution.
Consider the traditional “7 Ps”: product, place, price, promotion, people, process, physical environment. For the purposes of the Revenue Architecture framework, the commercialization activities are central to marketing and sales execution. Sales and marketing teams do sell for a hypothetical company – their job is to sell the products and services the company offers. Commercialization helps influence product design and quality, and paves the way for more effective productive marketing and sales execution.
Activities prior to Commercialization include Market Strategy: Customer Value Research and Analysis, Firm Competencies, Competitive Industry / Market Analysis, Customer Win/Loss Analysis, Firm Performance Analysis, Requirement Definition, Product Line Economies , Budget Planning and Cost Management, Market Acceptance and Availability,Product Strategy, Product Roadmapping.
The Commercialization process includes: Value Positioning including Target Market Definition and Sizing, Customer Engagement Model, Commercial Use Cases, Pricing, Terms and Conditions.
Activities we review after commercialization include Go-To-Market: Positioning and Value Communication, Routes to market, Channels and Partnerships, Marketing Planning, Launch Planning, Customer Acquisition Models, Sales Enablement, Collateral, Lead Generation, Sales and Channel Training, Customer Relationship Management, Funnel Analysis, Market Assets at Different Sales Stages, Technical Tools and Marketing Assets.