To remain relevant among customers and to secure a leading position among competitors, business-to-business (B2B) companies are continuously innovating—launching new products or services, enhancing existing offerings with improved solutions, and/or evolving services surrounded with other capabilities. Despite the fact that these suppliers are creating more value, the issue of how to capture more value is often overlooked, ultimately leading to money left on the table.

In this paper, we discuss the interplay between value creation and value capture, the characteristics of different monetization models, and the opportunities available to suppliers and customers to adopt alternative monetization models. Throughout, we weave in current industry examples and end with a checklist that can be used to begin the process of enhancing your own organization’s revenue model.