Productization: the key to scaling boutique consulting firms
Ben Edwards
VP of Consulting & Partnerships
Ben helps consulting firms in North America and EMEA use CMap to achieve a "single source of truth" across key metrics like future capacity, demand, revenue forecasting, projects, and resourcing. Ben also leads our monthly partner webinar series and is regular host of our monthly CMap consulting Live Demos.
The idea of turning bespoke consulting services into scalable, repeatable products has moved from buzzword to business model. In this edition of CMap Consulting Insights, Ben Edwards sat down with Pip Morpeth, CEO at Method Grid, to unpack exactly what productization is, why it matters, and how boutique consulting firms can start applying it right now.
If you’re looking to grow your firm, this session was packed with practical advice.
To kick things off, Ben set the tone: “Many consulting firms are stuck selling time. Productization is about turning your expertise into a replicable product, not just billable hours.”
Pip expanded on this. At its core, productization is taking a service you already deliver and turning it into a structured and repeatable process that can be executed with consistency and quality across your team.
For example, instead of creating a custom approach for every client engagement, you’d develop a fixed framework that delivers consistent value. It becomes your product.
Why productization matters
There are several compelling reasons to shift to a more productized model:
Scalability: Productized services allow firms to grow without adding equivalent headcount. You can train junior team members to deliver the same outcome a senior partner would have previously owned.
Efficiency: By codifying your knowledge into a repeatable process, you reduce time spent reinventing the wheel and improve delivery speed.
Profitability: More predictable delivery means tighter scoping and less margin leakage.
Valuation: Investors and buyers love productized models because they show scalability and predictable revenue.
Pip emphasized that “buyers want machines, not people.” In other words, they want firms that can deliver value consistently without being dependent on one or two people.
Where to start: find your core IP
Many firms struggle with the idea of productization because it feels like they’re packaging something intangible. Pip’s advice? Start by identifying your core intellectual property, the unique method or process you use to solve client problems.
“Every consulting firm has a methodology, even if it’s in their heads or scattered across PowerPoint decks. The key is to get it out of people’s heads and into a system.”
From there, you can document your approach, create templates, build tools, and ultimately turn that into a deliverable that other sin your firm can use.
When asked about best practices and common mistakes when capturing your IP, Pip mentioned the dangers of drift. Watch the video below for his detailed explanation.
The steps to productizing your service
Pip outlined a practical roadmap for moving from concept to execution:
Identify your signature service Choose one service offering that is high-demand, repeatable, and closely aligned with your expertise.
Map the process Break down how you currently deliver this service, step-by-step. What are the key stages, tools, conversations, and deliverables?
Standardize it Turn those steps into repeatable workflows. Create templates, checklists, and guides. Use tools like Method Grid to document and structure everything.
Pilot internally Run a few projects using the productized model. Refine based on feedback and performance.
Train your team Ensure your consultants can follow the new model. Provide onboarding, mentoring, and access to the product assets.
Go to market Position the productized service as a flagship offer. Clarify the value, outcomes, and delivery process in your marketing.
Common mistakes to avoid
Productization sounds straightforward, but many firms fall into the same traps. Pip and Ben highlighted a few:
Trying to productize everything at once: Start small. Choose one high-impact service to productize first.
Failing to update the model: Productized services aren’t “set and forget.” They need regular updates to stay relevant.
Over-complicating the process: Simplicity is key. If your team can’t follow it, neither will your clients.
Ignoring the client experience: Productization should enhance, not diminish, the value you deliver.
Tools to support productization
Pip mentioned that using the right technology is vital. Method Grid, for example, is designed to help consulting firms map, codify, and deliver their service methodologies consistently.
Meanwhile, tools like CMap help manage projects, track profitability, and scale delivery without losing control.
“Productization is a cultural shift as much as it is a process shift,” Ben noted. “But the right tools can help embed it into how your firm operates every day.”
Real-world impact
Some of the most powerful moments in the webinar came from examples of firms that had implemented productization.
Pip shared one story of a firm that was heavily reliant on senior consultants for delivery. After productizing its core offering, they were able to:
Reduce project ramp-up time by 40%
Improve gross margin by 25%
Scale delivery across multiple offices with more junior staff
“That’s the power of productization,” he said. “It frees you from being the bottleneck in your own business.”
What comes next?
Ben wrapped up the session by encouraging firms to take action.
“If there’s one takeaway from today, it’s this: start with one service. Don’t try to overhaul everything. Productization is a journey, but every journey starts with a first step.”
Pip agreed: “Even just writing down your process is a huge leap forward. You’ll be surprised how much value is already there, just waiting to be unlocked.”
Final thoughts
Productization isn’t just a buzzword. For boutique consulting firms, it’s a proven way to increase value and build a business that’s not dependent on the founders.
If you’re ready to move beyond billable hours and start building a scalable, repeatable firm, this masterclass offered a compelling blueprint. Codify your method. Invest in systems. Train your team. And start treating your service like a product.
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