Offering Management
Research Report
The State of Offering Management: 2024
Designing Viable Offers for Complex Markets
Hal Stanley
Hal Stanley
VP, Offering Management Research and Advisory
February 12, 2024

Overview
This paper describes the current environment facing technology industry leaders focused on managing a compelling portfolio of technology and service offerings: offering management. The report addresses key trends in offering management in the rapidly evolving technology industry, including the persistent lack of formal, cross-functional processes, an increased focus on business leader personas and value categories, the transition to value-based pricing, and the emerging potential of generative AI technologies. We present the top challenges for offer leaders as they transform their ability to get the offer right, alongside TSIA recommendations to gain a competitive advantage with a more deliberate focus on offering management capabilities. The target audience for this content is product and service offering leaders—primarily technology product managers, service offer managers, product and service marketing roles, and customer experience design roles.
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