Having clearly defined short/medium/long term goals is critical for any organization achieve long term sustainability. Poorly aligned or undetermined goals will create wasted effort as professional services teams aimlessly or independently attempt to improve their position. Once those goals are determined, priorities may shift, but the overall focus should remain the same.
Before a professional services organization can even think about profitability, they need to figure out what processes, level of engagement, and practices deliver successful results and excite their customers. Without this information guiding your next level of implementation, you may find profitability, but significant customer dissatisfaction and sever downstream impacts. Such as high customer churn as they don't really understand how to leverage your software and realize value.
Once you have started to consistently delight your customers, it's time to standardize. Build robust documentation around this process, enable the team on how to deliver to the new expectations, and build predictability into your process. This predictability and documentation makes becoming profitable and achieving growth and scale a much easier target to hit.
Your standardized processes can now be leveraged to truly understand your costs and what it will take to become profitable. GTM strategies and pricing can be dialed in. Your documentation can support the introduction of external partnerships that become a revenue multiplier for your company. You will be able to determine your resourcing strategy dictated by demand without forgoing profitability.
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