Packaging Approaches: Decision Criteria

January 1st, 2018

Summary

B2B organizations often lack guidelines for optimally packaging an offering for different groups of buyers. This results in cumbersome offering packages that are difficult for buyers to understand and use efficiently. Proper packaging can help drive trials and upsell opportunities, improve the customer experience, and, most importantly, monetize differences in value among buyers. In this report, we introduce potential packaging approaches for B2B offerings, along with market, buyer, and internal factors to consider when deciding which approach is optimal for an offering.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.