PP&A developed a comprehensive market survey targeting executives at large organizations in the central United States. The strategy included assessing performance along five key ITSM service areas:

• Operations management
• Service management
• Asset management
• Project portfolio management
• Team functionality

The survey process involved identifying IT executives and decision-makers who had previously used and discontinued, or evaluated but not selected, the target ITSM company's services. Respondents were carefully selected based on criteria such as company revenue, industry, business type, and concurrent ITSM users. The survey evaluated the importance of each service area and the company's performance versus competitors. Additionally, business line-specific deep dives were conducted to diagnose factors leading to discontinuation or non-selection of the ITSM company's services.

PP&A delivered a survey-based view of the ITSM provider's standing with potential customers that went deeper than third-party analyst coverage. The analysis showed which of the five service areas potential customers value most, how the provider performs against competitors in each, and why organizations discontinued or did not select its services in each business line. It closed with data-driven recommendations on how the client could shape its value proposition to the provider.

The findings informed the partnership proposal the client brought to the provider, grounding it in the provider's market challenges and in specific ways to address them. The work gave the client a more targeted basis for its partnership and investment discussions.