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The 10 Phases of Modern Commercialization

In the modern business landscape, commercialization is a strategic process that goes far beyond simply launching a product. It encompasses a comprehensive journey that involves understanding market dynamics, making informed decisions, and effectively navigating a highly competitive and hybrid marketplace where competition is inherently international and multi-channel. 
Commercialization is distinct from productization; while productization focuses on developing a product to be market-ready, commercialization involves the broader process of bringing that product successfully to market and ensuring its long-term success.
Modern commercialization is more than just productization or sales or just marketing.
The 10 Phases of Modern Commercialization 1400x850 px

STEP 1

EXTERNAL MARKETS

  • Markets
  • Industry
  • Trends
  • Competitors
  • Customers and mediators
  • Technologies
  • Localities and cultures
  • Legals
  • Environmental and Socials
  • Political

 

STEP 2

INTERNARL REALITY AUDIT

  • Markets >< Product market fit
  • Industry
  • Trends
  • Competitors
  • Customers
  • Technologies
  • Localities and culture
  • Legals
  • Environments and Socials
  • Political
  • Capabilitys and competence

The edge over competitors to create value for the target segments and customers – a solution to get “JOBS-TO-BE-DONE”.

  • Customer-centric mindset
  • Omnichannel approach

 

  • Business potential
  • Financial goals and  value capture
  • Market position
  • Risk analysis
  • Brand strategy
  • Internal and external resources
  • Channel strategy
  • Product strategy
  • Service strategy
  • Pricing strategy
  • Target audience(s) and segments
  • Ideal customer profiles
  • Uses cases
  • Brand identity management
  • Value proposition statements
  • Key Messages
  • Omnichannel marketing and sales concept
  • Product and service portfolio
  • Tactical media plan
  • Social selling plan
  • Content plan
  • Sales funnel plan
  • Unified purchase experience plan
  • Data management
  • Timng
  • Measuring (KPIs and OKRs)
  • Cross-functional value chain
  • Business ecosystems, networks, and partners
  • Operations and processes
  • Technologies
  • Data management
  • Systems and processes
  • Packaging
  • Business ecosystems, networks, and partners
  • Technologies
  • Product and/or service deployment and training
  • Maintenance and administration
  • Evaluation on purchase procedures
  • Marketing operations
  • Sales operations
  • Resources
  • Capabilities
  • Education
  • Timing check
  • People and culture
  • Governance
  • KPIs and OKRs
  • Orchestration
  • Market validation
  • Product fit
  • Service fit
  • Price fit
  • Customer fit
  • Marketing operations’ fit
  • Job-to-be-done fit
  • Orchestration success
  • Customers’s feedback
  • Overall audit
  • Business potential
  • ‘Go’ or ‘not go’ decision