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Sales executives at many companies that are making the shift from a pure product focus to a more solutions focus have discovered that the process of getting the sales force to successfully sell solutions is much more challenging than they had imagined. Their first initiative is generally to either replace those who can’t make the transition with more seasoned solutions salespeople, or retrain the portion that do "get it". Their challenges don’t stop after addressing the skills 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.