Your Next Product Isn’t on Your Roadmap
Learn how to uncover hidden revenue streams inside your business by identifying internal cost centers, tools, and frameworks that can be commercialized.
About This Video
Executive Takeaways
- Many companies overlook internal tools, workflows, and frameworks they have built for their own operations that external peers would readily pay for.
- Major enterprises—including AWS, Meta, SpaceX, Google Maps, and Shopify—demonstrate how internal cost centers can be transformed into dominant commercial products and profit engines.
- B2B leaders can unlock a 'third way to grow' by productizing existing internal assets instead of relying solely on traditional roadmap development or acquisitions.
- Executive teams can identify commercializable assets by applying four core patterns and asking targeted diagnostic questions about what is currently hiding inside their cost centers.
Key Questions Answered in This Deep Dive
How can a company turn an internal cost center into a commercial product?
Companies can audit tools, operational systems, and workflows originally built to solve internal bottlenecks. As demonstrated by AWS and Meta, infrastructure built internally to support operations can often be packaged and sold to external customers facing the exact same challenge.
What is the 'third way to grow' for B2B companies?
Rather than relying strictly on standard roadmap feature development or external acquisitions, the third way to grow is productizing what your organization has already built for itself. This leverages existing investments and proven internal utility to create high-margin revenue lines.
What questions should leadership teams ask to find hidden products?
Leaders should ask their teams what tools or frameworks they have built internally, what sits in their cost centers that others might need, and where market signals show external interest in their internal operational processes.
How did Terminus turn internal work into a commercial asset?
Terminus developed the Flip My Funnel framework to address internal go-to-market challenges, subsequently externalizing the framework into a recognized industry movement that drove brand authority and commercial demand.
Work With a Certified GTM OS Partner
A Certified GTM OS Partner can help your executive team diagnose where growth is breaking, run GTM Planning, and implement the GTM OS pillars that matter most to your business.
