In this episode, we speak with Jonas Jonsson, CEO, 4C Strategies, the leading provider of organizational readiness and military training management solutions through their Exonaut® software and advisory services. Founded in 2000, 4C Strategies today serves military, public, and private clients in more than 70 countries around the globe. We talked with Jonas about how a strong Service & Consulting arm within the organization can be an accelerator for long term ARR growth. We talked about the opportunity this provides them, but also the challenges that come with a setup of this kind with a relatively large Service & Consulting arm. Here are some of the things we talked about:

- How does your service arm contribute to your company's overall value proposition, especially in an industry where software solutions are often seen as sufficient?

- In what ways has having a significant service arm helped you differentiate from competitors who primarily focus on product alone?

- How do you manage the potential risks and challenges associated with maintaining a large service arm, such as scalability and profit margins?

- What metrics or KPIs do you use to measure the success of your service arm, and how do these metrics align with your company’s long-term strategic goals?

- What organizational structures do you recommend for a Product and Service organization to operate as one?

These are some of the many questions we address with Jonas. Please tune in to learn more about how they have managed to leverage Services & Consulting to ultimately grow their software ARR!