The Art of Professional Services
A Guide to Integrating Services into Product Companies
by Mary Ann Whiteman
The Art of Professional Services is designed to help you understand the pro-fessional services business and all the nuances of running a services organization in a product-centric company. Drawing on her in-depth involvement in building and managing a professional services organization in high-tech companies, Mary Ann Whiteman guides you through all dimensions of the PS business—creating a business plan; selecting target markets; marketing, selling, and delivering services; managing partner relationships; packaging services, and more.
Product professionals making the transition to professional services will learn the fundamentals of the business. Seasoned PS managers can gain new insights and best practices to refine their services strategies and operational practices. Sales representatives, marketing managers, and other professionals throughout the company—who know the product business—will come to appreciate and understand how to support the professional services business.
What People Are Saying
“The Art of Professional Services is an invaluable roadmap for anyone involved in building a professional services organization in a product-centric company. Having worked with Mary Ann Whiteman during the start-up phase of Sun Microsystems’ professional services organization, I can personally attest to her expert knowledge of the business.”
Alfred Chuang, Founder, Chairman, and CEO
BEA Systems, Inc. (acquired by Oracle)
“Finally—a book with good practical insight and advice on how to productize, market, sell, and deliver professional services. It is a must read for new professional services managers and anyone who interfaces with the PS organization.”
Tracy Adduci-Laird, Senior Director, Product Management
Symantec Services Group, Symantec Corporation
“Professional services is a complex business—particularly when it is part of a product company. Whiteman’s book points out the common pitfalls when building a PS organization and provides proven strategies for business success. It is destined to become a classic for anyone transitioning from a product-related role to a professional services role.”
Theresa Villatore-Silva, Group Marketing Manager
Sun Microsystems, Inc.
The challenges, strategies, and tactics revealed in The Art of Professional Services can be applied to consulting organizations in high-tech companies around the world. I applaud the book’s highly systematic presentation, readability, and practical content.”
Christine Clacey, Professional Services Resource Manager
Microsoft Corporation UK
About the Author
 Mary Ann Whiteman, consultant, writer, and speaker, is an authority on professional services marketing for high-tech companies. After many years in high-tech product marketing, she successfully launched and managed a professional services organization for Tandem Computers, and built a professional services marketing organization for Sun Microsystems. She has experienced first-hand the challenges that managers face when making the leap from products to services.
Currently, Mary Ann is the founder and president of Whiteman Consulting, a Silicon Valley based firm. She holds an MBA from Santa Clara University and a bachelor’s degree in mathematics from Douglass College at Rutgers University.
To learn how your company can profit from Mary Ann’s experience, check out the areas of expertise offered by Whiteman Consulting or contact Mary Ann.
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