As much as it pains me to say this, there are some software firms out there who openly shun professional services work. Oh, they may have a small “services group”, and offer a few basic services to their clients, but they don’t really embrace the concept of professional services. Ignoring services, or not providing a focus on it, is both financially irresponsible and a strategic mistake. In Frank L. Baum’s 1900 classic tale, The Wizard of Oz, the lead character, Dorothy, was afraid of things she couldn’t see: the lions, tigers, and bears in the forest. But as you will see, there is no reason to be afraid of integrating services into your revenue streams.

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