See clearly where your advanced-service monetisation stands and what to do next
A study of how B2B manufacturers grow profitable advanced-service revenue at scale.
Join the deep-dive cohort and you get a 60-minute executive conversation, an individual diagnostic report you can share with your CEO, and a clear read on where you stand against your peers.
| 60 min one executive conversation |
12-18 pages individual diagnostic report |
2-3 hrs your total time, including discussion about outcome |
I am interested to join this study.
Let's discuss and than decide.
Why this study
Advanced services are a discretionary purchase now. That changes what it takes to monetise them.
Maintenance and aftermarket work used to carry high lock-in: the equipment customer was the service customer too.
That lock-in has been eroding for years, and for advanced services it never really existed.
Customers have substitutes, alternatives, and a real choice of provider. They exercise discretion.
That makes growing advanced services harder than the maintenance business that came before it.
This study is about what works, and where it stalls.
How do B2B manufacturers grow profitable advanced-service revenue at scale, and which practices set apart the manufacturers that succeed?
The bigger picture. As generic knowledge becomes abundant, the advantage in service transformation shifts to those who shape how decisions get made, validated, and executed. Monetisation is the first decision domain we are mapping.
What you get
A clear picture of where your monetisation stands, and a sharper one as the cohort grows.
A 60-minute executive conversation
A structured, theme-based conversation with an experienced interviewer. No pre-questionnaire, no prep work. Most participants leave with something useful before the report even arrives.
An individual diagnostic report
Written in the language of service leadership, not framework jargon. Where you are today, what your customers want, what you can credibly own, and the patterns we see in companies like yours. 12–18 pages — built to be read by the SVP and shared upward with your CEO.
A 45-minute review meeting
We walk you through the report and the patterns most relevant to your situation. The conversation focuses on what to do next.
Ongoing updates & peer roundtables
As more companies join, your report is refreshed with sharper benchmarks. You are also invited to facilitated, peer-to-peer roundtables — you choose what you share.
What we examine
Three success factors separate the manufacturers who grow profitable advanced-service revenue from those that stall.
Credibility of the value proposition
A proposition the customer sees clearly, finds relevant, and is willing to act on. The test: do your customers see clearly what value they will get, and find it relevant enough to engage seriously and to pay?
Commercial model fit
A commercial motion that builds customer awareness and demand for advanced services — not just one that captures it at the point of the deal.
Scalability by design
Offer design, tooling, and delivery built for repeatable selling and repeatable delivery from the start — not retrofitted after the pilots succeed.
Scope
What we mean by advanced services.
A working label for the services B2B manufacturers are growing beyond traditional product support and basic maintenance. Three categories sit under it, each with a different commercial profile and a different monetisation pattern.
Operational-performance solutions
Services that improve how your customer operates — productivity, throughput, energy and material use, safety. Advisory, data and analytics, training, or managed services that take over part of the operation.
Remote & predictive product-related services
Services around asset condition and maintenance, performed by you — remote monitoring, condition-based and predictive maintenance, remote diagnostics and interventions.
Capability-enablement services
Services that equip your customer to do the maintenance work themselves — training and certification, diagnostic and decision-support tools, self-service knowledge platforms.
The formate
A deep look, on a senior leader's time budget.
Who it's for
Chief Service Officers, Heads of Service Business or Service Strategy, and VPs of Service Excellence or Service Development at B2B manufacturers with €1B+ group revenue, operating in the EU, Scandinavia or the UK. Each participating company may bring one senior stakeholder alongside the interviewee.
The cohort window
Phase 1 is a deep-dive cohort of 15–20 manufacturers, all interview-based. Once it closes (~mid-August 2026), the format shifts to a broader, lighter mix of interviews and questionnaires. If a deep look at your advanced-service monetisation makes sense for you now, this is the window.
Your time
| Executive interview (theme-based conversation) | 60 min |
| Reading the report | 45–60 min |
| Review meeting | 45 min |
| Total, over 4–6 weeks | 2–3 hrs |
Participation is free across all research phases, your time is the only cost. We never name a participant without explicit written consent; cross-case material is anonymised and aggregated.
