What Does It Really Take To Go From Products To Platforms?

For years, B2B vendors have optimized individual products — adding features, updating interfaces, creating APIs — but have found they have too many products with too much overlap, limited reach, and slower growth. Today, platforms, not standalone products, are becoming the new basis of competition, making the transition from products to platforms and portfolios more urgent than ever.

In researching this shift, my colleague Tony Plec and I found that when vendors get it right, platforms can unlock real upside: greater market share, larger deal sizes, and stronger customer retention as buyers prioritize integrated, end‑to‑end solutions that support broader use cases and more functional teams. We have outlined best practices for managing platforms and portfolios in our research, but we know this is often easier said than done.

Hear from our panel of experts who are living through it — and succeeding!

That’s why I’m delighted to moderate a panel at this year’s B2B Summit North America that goes beyond frameworks and checklists and into the realities of making this transition work.

I’ll be joined by a stellar group of practitioners who are navigating this shift firsthand:

Lisa Skinner, senior director of product marketing at GE Vernova
Jayson Gehri, vice president of marketing at Delinea
Tony Wagner, chief commercial officer at Onyx CenterSource

Together, they’ll share what it’s really like to evolve from products to integrated platforms — including the expected (and unexpected) challenges, company and customer benefits, and lessons learned along the way.

Join us at Summit!

Whether you’re early in your journey from products to platforms or already wrestling with the realities of integration and adoption, this conversation is designed for you. You will be certain to learn practical insights to take back to your team.

I hope you’ll join me and this outstanding panel at our session, “From Products To Platforms: Stories From The Trenches,” at B2B Summit on Wednesday, April 29 at 12:50 p.m. See you there!

Can’t make it to Summit this year? Schedule a guidance session with me or reach out via LinkedIn.