There are three B2B value props: revenue growth, cost reduction and mitigating risk. Everything else is a proxy for those things. If you can materially impact o

There are three B2B value props: revenue growth, cost reduction and mitigating risk. Everything else is a proxy for those things. If you can materially impact one of those things, ideally in a situation where 1. You have a track record for it and 2. You can demonstrate the value is measureable, you'll generally get paid a piece of it. The question is generic, so I thought I'd post a generic answer. People would spend the most on solving a particular problem that occurs once in the evolution of the company, and therefore doesn't make sense / isn't strategic to bring in-house. They do that anytime they have that kind of issue, across those functions. In terms of earnings, though, it really comes back to those three value props and two traits (track record and measurement).