MARKIVIS founder Amit Khanduja discusses why services firms often fail to convert strong internal resources into expected market results, according to announcements about his new book. The coverage says the book focuses on situations where companies with competitive people, technology, and capabilities still lose deals to other firms portrayed as having inferior offerings. The central emphasis is on marketing discipline—how firms position their services, manage deal conversion, and execute go-to-market efforts to capture more of their potential customer base. Both sources present the book as a study of the gap between having the “best resources” and achieving market outcomes, attributing underperformance to deficiencies in commercial execution rather than technical capability alone. The articles frame the work as identifying practical reasons for deal losses and outlining how services companies can address these weaknesses to improve their ability to win business. The specific arguments and recommendations are described broadly, with no additional quantified results or case details included in the provided summaries.