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Services "Brand" within the Organization (Q Targeted for non-pure-play Services orgs)
Our organization has a 150+ year manufacturing history. We are viewed as a great "engineering" company. We do also have a strong track record in Services (mostly equipment-related start-up, repair, modernization, etc. in part of our business, but a significant contracts/post-warranty in another part) -- but we are for sure a "Capex-Centric" company...
Obviously there are a ton of places I can go from here :) But my specific question is this:
For those who've undergone (or are undergoing) the transformation to a more Services/Opex-focused company, how have you managed the "internal brand" within your organization? We remain a bit of the outcast... We struggle for mindshare... We have a difficult time with internal recruiting... Certainly it's easier now than it was years ago -- but I'm looking to better define the brand and accelerate the mindshare inside of the organization (which we know will, in turn, have an impact outside the organization)?