Beyond Feature Sets: Orchestrating service value through product leadership

The ‘Service’ in B2B SaaS reveals a fundamental misalignment. While the industry inherently delivers ongoing services, it operates using product-centric terminology – speaking of ‘product managers’, ‘product roadmaps’, and ‘product-led growth’ rather than ‘service delivery’, ‘value streams’, or ‘customer journeys’. This product-centric mindset and terminology, though well- aligned with modern development practices, often obscures the complex multi-layered relationships between enterprise software providers and their clients.