This research examines marketing initiatives that aim to increase the revenue generated from maintenance contracts for PT Wilo Pumps Indonesia (WID). WID's maintenance contract revenue regularly consists of less than 1% of its total revenue, despite huge revenue generated from product sales. The research analyzes internal capabilities, competitor strategies, and customer needs to address the difficulties and possibilities in this sector. The research also evaluates WID's marketing architecture and identifies key factors influencing customer decisions through qualitative and quantitative methods, such as surveys, interviews, and focus group discussions. The findings show that operational reliability and customer satisfaction can be enhanced through the integration of digital tools like the WILO Gateway, employing proactive service models, and customized offerings. The proposed initiatives consist of building service partnerships, strengthening branding, and utilizing digitalization to address the diverse requirements of customers. The research offers practical insights that can be used to reposition WID as a leader in service innovation within the dynamic water pump industry.