Repositioning from Software to Managed Service Provider
Client or Partner:
Marcura
Service Offering:
Service Offerings: Strategy Execution, Commercial Excellence, Change Management, Operating Model.
Challenge:
Marcura, a leading software provider to the shipping industry, saw a growing opportunity to shift from being perceived as a pure software vendor towards positioning as a managed service provider. The challenge was to redefine its value proposition, operating model, and go-to-market approach to support this repositioning.
What we did:
▪️Conducted a structured strategy review across Marcura’s product and service portfolio
▪️Facilitated leadership workshops to clarify the vision for a managed services positioning
▪️Designed a new operating model to enable delivery of managed services at scale
▪️Defined commercial excellence levers, including pricing, customer engagement, and sales enablement
▪️Supported change management activities to align internal teams behind the new direction
Impact / Outcomes:
✅ Clear strategic positioning as a managed service provider
✅ Redesigned operating model enabling integrated service delivery
✅ Alignment across leadership and commercial teams on the new value proposition
✅ Strengthened customer engagement strategy for long-term partnerships
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