Product and Service Line Structuring

How an organization’s product and service lines are structured determines not just how clients think about an organization, but when—something that many organizations fail to fully take advantage of.

The product and service lines of many organizations grow with their capabilities.  As new capabilities are added, they are given labels and presented to the market.  Over time, offerings are grouped in practices or business units. As a result, product and service lines are often determined by legacy reporting relationships and business structures—not by what clients’ needs are today and how they encounter and think about those needs. When your product and service lines are aligned with the thinking of your clients, the client is more likely to think of you when there is a problem you can address.

Athlon draws upon its extensive experience in taxonomy and information mapping to help organizations map their offerings to their clients’ reality. We interview the relevant business and marketing leaders, survey the competition and identify key market trends. From these findings, we propose an organizational framework that clearly links organizational capabilities to client needs, and develop an implementation plan for marketing and communications efforts.