Executive Summary (This is a document excerpt)

Over the past five years especially, many technology firms have turned to services as a growth engine to drive revenue and customer retention. Some, like Microsoft, are rapidly expanding the scope of their services' business. But selling and supporting a great services practice is tricky, especially for IT technology vendors like Dell and HP that have spent years building industry-leading product companies. The road to services is littered with failed attempts, but here's a list of best practices that can help technology marketers avoid the most common pitfalls along the way.

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