{"id":555,"date":"2020-12-28T16:45:24","date_gmt":"2020-12-28T16:45:24","guid":{"rendered":"https:\/\/mattersgraph.com\/?post_type=insight&#038;p=555"},"modified":"2026-04-09T01:39:08","modified_gmt":"2026-04-09T01:39:08","slug":"integrated-offerings-will-more-easily-provide-greater-returns-than-the-cross-sell-opportunity","status":"publish","type":"insight","link":"https:\/\/mattersgraph.com\/es\/insights\/integrated-offerings-will-more-easily-provide-greater-returns-than-the-cross-sell-opportunity\/","title":{"rendered":"028: Las ofertas integradas proporcionar\u00e1n m\u00e1s f\u00e1cilmente mayores retornos que la oportunidad de venta cruzada."},"content":{"rendered":"<div  class=\"theme-block wp-block-group is-style-pull-left is-layout-flow wp-block-group-is-layout-flow\" ><p  class=\"appear-on-scroll is-style-intro wp-block-paragraph\" >Muchos an\u00e1lisis de viabilidad comercial y planes de generaci\u00f3n de valor basados en plataformas y complementos (una gran cantidad en la actualidad) requieren evaluar el inter\u00e9s del cliente y el potencial de la &quot;venta cruzada&quot;.\u201c<\/p>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">Si bien las oportunidades de venta cruzada tienen potencial para generar valor, he visto escasa evidencia de que incluso las mejores produzcan mucho m\u00e1s que modestos retornos y rendimientos de valoraci\u00f3n; es decir, tal vez un aumento en las ganancias, pero poco o ning\u00fan aumento en los m\u00faltiplos.<\/p><\/div>\n\n<hr  class=\"appear-on-scroll wp-block-separator has-alpha-channel-opacity\" \/>\n\n<h2  class=\"appear-on-scroll wp-block-heading\" ><span class=\"text\">El problema<\/span><\/h2>\n\n<p class=\"appear-on-scroll wp-block-paragraph\"><strong>Los clientes son demasiado exigentes y tienen acceso a demasiada informaci\u00f3n como para dejarse influir por lo que funcion\u00f3 bien en los a\u00f1os 80 y 90. Con demasiada frecuencia, hemos comprobado que la facilidad de la compra cruzada no compite con la preferencia por lo mejor de lo mejor, especialmente ante la abundancia de soluciones que facilitan la integraci\u00f3n entre actividades y procesos.<\/strong><\/p>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">Teniendo en cuenta esta observaci\u00f3n, defiendo que el plan de diligencia y generaci\u00f3n de valor lleve las cosas al siguiente nivel, mucho m\u00e1s gratificante: Ofertas Integradas, ofertas que combinan actividades y procesos. Por ejemplo, Uber solicita el viaje y luego lo paga con una sola herramienta y un solo gesto del usuario; Square, en cambio, solo gestiona uno (el pago). Si bien hay trabajo adicional para integrar todo, fundamentalmente es donde residen los mayores beneficios. El razonamiento es simple: cuando asumes el trabajo adicional que los clientes tendr\u00edan que hacer por s\u00ed mismos, les das una gran raz\u00f3n para adquirir una soluci\u00f3n combinada; y siempre tendr\u00e1s una ventaja de escala sobre tus clientes. En este caso, el todo es realmente mayor que la suma de las partes, y ese &quot;mayor&quot; proviene de eliminar realmente el trabajo (y el riesgo) que los clientes tendr\u00edan que asumir. Parece que casi todos los clientes hoy en d\u00eda prefieren simplificar y centrarse en gestionar cada vez menos cosas.&nbsp;<em>centro<\/em>&nbsp;competencias. Solo necesitas identificar las que sean suficientemente valiosas y asignar los recursos necesarios para llevarlas a cabo.<\/p>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">Como inversor, la perspectiva de retorno deber\u00eda ser sumamente atractiva. Las ofertas integradas bien fundamentadas proporcionan la combinaci\u00f3n perfecta: 1) aumento de la cuota de mercado; 2) aumento de los m\u00e1rgenes; y 3) mayor fidelizaci\u00f3n de clientes (resultado de la externalizaci\u00f3n de las actividades de valor a\u00f1adido asociadas a la integraci\u00f3n). Pocas iniciativas individuales ofrecen tantas oportunidades de expansi\u00f3n.<\/p>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">As\u00ed pues, en nuestro pr\u00f3ximo ejercicio, subamos la apuesta en los debates iniciales y exijamos que el proceso sea responsable de determinar un potencial de retorno mucho mayor.<\/p>","protected":false},"excerpt":{"rendered":"<p>Muchos an\u00e1lisis de viabilidad comercial y planes de generaci\u00f3n de valor basados en plataformas y complementos (una gran cantidad en la actualidad) requieren evaluar el inter\u00e9s del cliente y el potencial de la &quot;venta cruzada&quot;. Si bien\u2026<\/p>","protected":false},"author":[39],"featured_media":0,"template":"","meta":{"featured_image_background_position":"","promoted":false,"promoted-priority":0,"footnotes":""},"sector":[],"topic":[107,76,97,67],"audience":[],"insight-category":[140],"class_list":["post-555","insight","type-insight","status-publish","hentry","topic-cross-selling","topic-exit-multiple","topic-investment-thesis-development","topic-value-development-generation","insight-category-value-creation","author-mark-stein"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>028: Integrated Offerings will More Easily Provide Greater Returns than the Cross-Sell Opportunity - Matters Graph<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mattersgraph.com\/es\/insights\/integrated-offerings-will-more-easily-provide-greater-returns-than-the-cross-sell-opportunity\/\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"028: Integrated Offerings will More Easily Provide Greater Returns than the Cross-Sell Opportunity - 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