Going Beyond Delivery: Making Services Value Visible

Gerard Allen, VP Professional Services at Jamf, joins Jonathan Corrie to discuss what it takes to make the value of Professional Services visible across the business. Gerard has spent more than 30 years in the Apple ecosystem and leads Jamf's global Professional Services organization, spanning delivery, training, partner certification and managed services.A central theme of the conversation is commercial fluency. Gerard explains why PS leaders need to understand the language of the CRO and CFO, from customer acquisition cost and lifetime value to NRR and gross margin. Without that understanding, it becomes much harder to demonstrate how services contributes to the wider business.Highlights include:Connecting time-to-value and customer outcomes to NRRBalancing gross margin, CSAT and utilizationSimplifying services catalogues around clear outcomesMoving from transactional services toward TAM and recurring revenueUsing segmentation to serve SMB, mid-market and enterprise customers differentlyScaling delivery through certified partners without compromising customer experienceMapping services to the customer journey and future product adoptionGerard also explains why Jamf's internal services organization should focus on the areas where it can add differentiated value, while enabling capable partners to take ownership elsewhere. Follow Precursive:LinkedIn: https://www.linkedin.com/company/precursiveX: https://twitter.com/precursiveFacebook: https://www.facebook.com/precursiveYouTube: https://www.youtube.com/@precursivepsa

Jacqui Wishart, Head of Advisory Services at Blackbaud, joins Jonathan Corrie to unpack how recurring services can become a measurable growth engine for SaaS businesses. Blackbaud supports nonprofit and social impact organizations, many of which face high staff turnover, lean teams and varying levels of technical confidence. Jacqui explains how these customer dynamics shaped the development of Advisory Plus: a recurring advisory service designed to help customers adopt software more effectively, improve operational processes and realize more value over time. The conversation explores how Blackbaud created a catalog of repeatable service options across seven product lines, while still tailoring delivery to each customer’s goals, data and maturity. Jacqui also discusses the importance of positioning recurring services with sales, aligning incentives through ARR contribution, and making the offering easy to sell without custom scoping every deal. Highlights include: Moving from one-time implementation to ongoing advisory services Building a repeatable services catalog around customer outcomes Using assessments, sessions and tracks to guide adoption Measuring services ARR, utilization, margin, consumption and CSAT Partnering with sales and renewals to prove long-term value Scaling Advisory Plus from the first sale in 2022 to $12.5M ARR Follow Precursive: LinkedIn: https://www.linkedin.com/company/precursive X: https://twitter.com/precursive Facebook: https://www.facebook.com/precursive YouTube: https://www.youtube.com/@precursivepsa

Ilene Landon, SVP of Customer Success at Vena, joins Jonathan Corrie to unpack one of the biggest challenges in SaaS: repositioning Professional Services from a cost centre to a growth engine. Drawing on 20+ years leading global delivery organisations, Ilene explains why PS is often seen as slow, complex, and difficult to sell - and how that perception becomes a self-fulfilling cycle. The conversation explores how to break that cycle by redefining the mission of services teams. Instead of focusing on utilisation or timelines, high-performing teams align around delivering measurable customer ROI - driving adoption, retention, and revenue growth. Ilene also shares practical strategies for improving cross-functional alignment: Structuring feedback loops between services and product to improve implementation and scalability Enabling sales to confidently position services without slowing deals Using productisation and fixed pricing to simplify selling and improve margins Building trust internally through consistent delivery and clear communication The episode also dives into services economics, highlighting why understanding margin, attach rates, and cost structure is critical - especially in today’s market. For leaders scaling services organisations, this is a clear, practical playbook for driving impact across the business. Follow Precursive: LinkedIn: https://www.linkedin.com/company/precursive X: https://twitter.com/precursive Facebook: https://www.facebook.com/precursive YouTube: https://www.youtube.com/@precursivepsa

AI is accelerating a structural shift in SaaS - from systems of record to systems of action. In this episode, Andy Cater - Director, AI Agents at Zendesk joins Jonathan Corrie to unpack what that means for Professional Services leaders. As buyers demand measurable ROI within months, proof of concept is no longer enough. The new expectation? Proof of value in a live production environment. Andy explains how forward deployment helps de-risk enterprise decisions by delivering tangible outcomes early — not slideware, not promises. Key themes include: Why AI creates both optimism and skepticism in buying cycles The rise of proof-of-value over proof-of-concept Customer readiness: knowledge, process, and data as the three pillars of AI success Why exec sponsorship and InfoSec alignment matter more than ever Designing forward deployment to scale without creating long-term dependency The conversation also challenges the romanticised view of forward deployed engineering. It’s not about throwing elite engineers into accounts. It’s about building trust, enabling adoption, and creating long-term partnerships. For Professional Services leaders navigating AI, this episode provides a clear lens on where the market is heading — and how delivery models must evolve.   Follow Precursive: LinkedIn: https://www.linkedin.com/company/precursive X: https://twitter.com/precursive Facebook: https://www.facebook.com/precursive YouTube: https://www.youtube.com/@precursivepsa

Jeroen Bos, SVP Global Professional Services at Bizzdesign, brings deep experience leading transformation across complex, multi-product organizations. In this episode, host Jonathan Corrie explores how Jeroen and his team are evolving the role of services to be more strategic, commercial, and growth-focused.Key discussion areas include:The changing role of services in today’s marketHow to shape service offerings and GTM around customer maturityPractical steps to harmonise teams, methodologies, and culture across geographiesLessons learned from multiple M&A integrationsWhy progressive service orgs focus on packaging expertise, not hoursJeroen shares how aligning PS with business strategy, and enabling sales to champion services, can unlock faster growth and deeper customer partnerships. Whether you’re scaling delivery, leading a transformation, or integrating teams, this episode is packed with practical insights from someone who’s done it at scale. Follow Precursive:LinkedIn: https://www.linkedin.com/company/precursiveX: https://twitter.com/precursiveFacebook: https://www.facebook.com/precursiveYouTube: https://www.youtube.com/@precursivepsa

In this episode, Jonathan Corrie speaks with Stephen Elrod, SVP Global Delivery & Professional Services at Degreed, about the intersection of AI, services-led growth, and transformation in Professional Services.Stephen shares how Degreed has positioned services not as a reactive function but as a growth engine. By engaging services early in the sales cycle, his team helps shape deals, advise clients, and reinforce value across the customer journey. He highlights how a strong partnership between Professional Services and Sales ensures services are seen as revenue-generating, not just post-sale delivery.A major theme is AI-powered services:- How Degreed’s AI learning solutions are transforming customer outcomes- Overcoming AI-literacy gaps among clients- Leveraging AI internally to enhance team productivity and delivery qualityStephen also reflects on Degreed’s services transformation - from cost center to profit contributor and what it takes to lead teams through change. Governance, process, and control matter, but success depends on how teams embrace transformation and align around value creation. Follow Precursive:LinkedIn: https://www.linkedin.com/company/precursiveX: https://twitter.com/precursiveFacebook: https://www.facebook.com/precursiveYouTube: http://ow.ly/RPxH50Chv9k

In her role as Head of Professional Services at Gorgias, Onnela Pukk brings with her over 10 years of experience in Toronto's B2B SaaS tech industry, specializing in Customer Success and Professional Services. In this episode, host Jonathan Corrie, speaks to Onnela about the rise of services-led growth in today's modern GTM landscape.Some key highlights in this episode include: From Post-Sale → Growth-Sale: PS as a revenue driver, not a cost center.Outcome-Driven: 50% automation in 50 days — measurable, contractual value.Focus Wins: Clear on what you don’t do + leverage partners for the rest.Stories + Data: Proof points that build confidence across sales & product.Culture of Sharing: A “spirit of generosity” to scale best practices fast. // Follow Precursive on: Linkedin: https://www.linkedin.com/company/precursiveX: https://twitter.com/precursiveFacebook: https://www.facebook.com/precursiveYoutube: http://ow.ly/RPxH50Chv9k

As the Snr Director of PS, Jeff has established and scaled Lucid's first Professional Services (PS) function, evolving it into a strategic growth engine driving customer success, revenue and production adoption. In this episode, Jeff speaks with host Jonathan Corrie about transforming Services and reimagining it as a growth engine not a cost center. Some key highlights in this episode include: Pricing Strategies: Connect Customer Needs & Show ROITransformative Sales Strategies & Executive AlignmentMonetizing Services - Structured Packaging & Clear ScopingCompelling Storytelling for New Software AdoptionChange Management - Setting Realistic Expectations for SuccessJeff is also a member of the Services Delivery Alliance (SDA), a community of peers in the Professional Services industry. Find out more here. // Follow Precursive on: Linkedin: https://www.linkedin.com/company/precursiveX: https://twitter.com/precursiveFacebook: https://www.facebook.com/precursiveYoutube: http://ow.ly/RPxH50Chv9k

As the Snr Engagement Manager at Databricks, Nagajan helps Databricks customers get the most out of their investment through strategic, high-impact services. With 20+ years in tech, his focus is on leading the sales and delivery of SaaS solutions and custom service programs for enterprise clients.Some key highlights in this episode include: Why services teams must focus on bookings, attach rates, and strategic value.Structuring service sales: regional vs. vertical specialization for maximum impactHow to enable AEs: Building "arm’s reach" capability and driving FOMO with success storiesReal-world examples: Databricks’ AI use cases for both internal efficiency and customer success.Pro tips: Balancing selling vs. delivery focus, scaling enablement through bite-sized training // Follow Precursive on: Linkedin: https://www.linkedin.com/company/precursiveX: https://twitter.com/precursiveFacebook: https://www.facebook.com/precursiveYoutube: http://ow.ly/RPxH50Chv9k 

Molly Gapp brings extensive experience in professional services and customer success within the software industry. As the VP of Professional Services, Molly directs onboarding, delivery, conversion, implementation and training for Planet DDS' DentalOS solutions. Some key highlights in this episode include: PS is a Growth Lever, Not Just a Cost Center Standardization = Faster Time to Value Balanced Monetization StrategyThe Shift to Subscription-Based ServicesSales & Services Alignment is CriticalPricing & Packaging Must Be Clear & Flexible // Follow Precursive on: Linkedin: https://www.linkedin.com/company/precursiveX: https://twitter.com/precursiveFacebook: https://www.facebook.com/precursiveYoutube: http://ow.ly/RPxH50Chv9k