Recognize your competition and beat them at their own game. Who are your customers today? Who do you wish were your customers? More services will increase your value. Check out what outside competitors are providing to your customers. For example, if the marketing department at your organization uses an outside source to print recruitment brochures, find out why. When you identify the shortfall, whether its color quality, variable data, web-to-print submissions, managed document services or something else, you can address the issues and propose ways of bringing the work back in-house.