For most industrial goods, markets have become global and highly competitive. Manufacturers, whose products are reaching the maturity phase of their life-cycles, have to differentiate their offerings through complementary services (e.g., maintenance, repair, and overhaul). Driven by changing customer demand and the widespread adoption of cyber-physical systems, maintenance providers are pursuing performance or facilitator contracts as well as condition- and prediction-based maintenance policies to differentiate their offerings. However, many companies struggle to adapt their processes and develop sustainable offerings—even though these changes could address the principal-agent problem associated with maintenance outsourcing. This work outlines why innovation in industrial maintenance requires an integrated approach that leverages these opportunities simultaneously. Based on this insight, the paper proposes a design for automated and data-driven field service planning as a viable means to capitalize on these opportunities.