What if professional services is not just the cost of doing business, but the engine driving real outcomes? 

Osama Atta joins Dean McMann and Anthony Paluska to talk about what he calls the PS 2.0 mindset. In his words, professional services is no longer just there to make the software work. It is the bridge between promise and proof. Osama unpacks how his team at Altrio productized their services, shortened time to value, and started speaking the language of the business: revenue, ROI, and strategic impact. 

He shares how they reframed PS from a necessary evil to a strategic asset, and how that transformation started with better internal storytelling, stronger partnerships with sales, and clear data to back it all up. 

If you are trying to build a more scalable, profitable, and visible PS team, this conversation is packed with takeaways. You will hear how they aligned with sales, priced and packaged their services, created internal boundaries to avoid burnout, and tracked value instead of hours. This one is practical, insightful, and refreshingly honest.