“The relevant question is not simply what shall we do tomorrow, but rather what shall we do today in order to get ready for tomorrow.” — Peter Drucker
We are living through a pivotal transformation—one where semiconductor innovation and AI capabilities are converging to redefine industries, infrastructures, and global value chains. From edge computing to generative AI and everything in between, today’s Hi-Tech product companies are no longer just technology providers. They are becoming strategic enablers of business transformation.
It is becoming clear that market leadership cannot be achieved simply by having the fastest chip or the smartest AI model. The real differentiator lies in how effectively a company helps its customers adopt, scale, and transform an end-to-end solution. This requires engaging with customers as solution partners, not just as vendors.
This shift brings a fresh set of imperatives:
- How to sell innovation, not just features?
- How to drive adoption, not just support deployment?
- How to enable customers to lead their own transformation journeys? And so on…
The Challenge
While engineering teams continue to innovate and push boundaries at an unprecedented pace, sales and marketing functions are being called upon to lead more consultative, multi-stakeholder conversations—helping customers realize the true potential of innovation.
This evolution presents a unique opportunity: to move beyond traditional engagement models that revolved around a “sell-through” approach, and instead become strategic partners in the customer transformation journey. It’s here that an in-house consulting team can play a pivotal role, acting as a conduit between engineering, sales, marketing, and above all, the customer.
The Case for In-House Consulting
In-house consulting functions are fast emerging as critical enablers within high-tech companies. Unlike external consultants who often remain at arm’s length, internal consulting units are embedded deeply within product, sales, and marketing – driving strategic conversations with precision and speed. They don’t just advise; they activate. And their value spans multiple fronts:
1. Alignment with Product Strategy
Internal consultants collaborate closely with engineering and product teams to shape roadmaps, refine use cases, and prioritize features based on real-world customer challenges. Their proximity to development cycles accelerates more relevant innovation.
2. Cross-Functional Enablement
They help unlock coordination across R&D, marketing, sales, and customer success – especially critical when executing high-stakes transformation deals that span multiple business domains.
3. Strategic Client Engagement
Internal consultants can enhance every stage of the customer journey:
- Strategy: Co-define use cases, segment opportunity areas, and structure multi-horizon transformation programs.
- Sales: Act as pre-sales advisors, translating technical proof points into business narratives that resonate with the C-suite.
- Marketing: Drive thought leadership, develop impactful case studies, and co-create joint GTM strategies with system integrators.
Several high-tech companies have already institutionalized in-house consulting to drive customer-centric innovation. Ericsson’s consulting unit partners with telecom operators globally on initiatives such as 5G monetization, network modernization, and AI/ML integration. Red Hat Consulting plays a critical role in enterprise IT transformation, guiding customers through open-source adoption, hybrid cloud architecture, and automation. NVIDIA’s Advisory Services supports organizations across the AI lifecycle, offering expert guidance on designing, optimizing, and scaling AI solutions.
Conclusion
In summary, while external consultancies can shape vision, it is in-house consulting that turns that vision into reality—bridging innovation and impact where it matters most. By embedding this capability, product companies can translate cutting-edge technology into customer-specific outcomes.
As AI and semiconductors continue to reshape the landscape, the companies that succeed won’t just build the future—they’ll help their customers thrive in it.