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It’s the end of Q1 and people are getting nervous. The solutions development team thinks they’ve created the right solutions, marketing has launch a tailored lead generation campaign, the sales force has been trained on the new offers, and the compensation plan has been adjusted to incent them. But, for some reason, the new solutions aren’t getting much traction with customers. There’s a reason, of course. Selling solutions is fundamentally different from selling products, and[...] READ MORE
What We Do
What We Do
"Solutions" is one of those slippery words that can mean anything and everything. In the context of B2B companies, however, the term has taken on a specific meaning. We’ve updated a definition that a council of leading solutions marketing professionals, sponsored by ITSMA, developed over a decade ago:
A combination of products, services, and intellectual property focused on a specific business problem or opportunity that drives measurable business value and can be significantly standardized. The solutions components can be from either the vendor and one or more partners, and the solutions implementer can be the vendor, the partner, the customer itself, or a combination of the three.
Everyone agrees that solutions is an overused term. But it’s the right term. Companies that are able to have all or part of their business based upon this definition in are outcompeting their peers. And solutions marketing isn't a cliché — it’s the key to business advantage.