Symptom: Client executives perceive the strategic value of the organization's products, but do not view the organization itself as a strategic partner.
In spite of an understanding of the value of the organization's product line, clients may not feel that the organization itself adds value to their strategies. If this is the case, they will treat the products as commodities, brand loyalty will be weak, and price pressures will be severe. Furthermore, the lack of partnership may preclude the organization from getting involved in clients' planning processes and helping them find high-payoff opportunities.
