Category - "most-recent-blogs"

Solutions Marketing: Leveraging Channel Partners to Supercharge your Solutions Business

For most companies, the main objective of a channel partner program is to increase market coverage by using partners to provide leads or close sales.  In some cases, channel partners are also used to augment a company’s offerings by providing substitute or add-on installation or delivery[...]
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Solutions Marketing : Should your Go-To-Market Strategy Include Social Media?

Studies continue to show that solutions marketers are looking to use social media tools as part of their go-to-market strategies. However, in a B2B world, where the offers are complex and expensive, has social media proven to be successful? Has it become core to how companies go to market? As part[...]
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Why a True Solutions Focus Benefits the Organization as Much as the Customer

As part of our Solutions Marketing MBA course at Hult International Business School, 12 student teams were assigned an experienced Solutions Marketer to guide us through an analysis of their solutions business.  We had the opportunity to explore how solutions marketing has driven an internal and[...]
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Solutions Marketing: How Xerox is Engaging Decision-makers with a Printed Magazine and a Big Idea

Generating the Big Idea In early 2012, when Jeannine Rossignol, VP of Marketing Communications for US Client Operations (USCO) at Xerox, set out to develop new demand generation programs to support a recently-reorganized sales force, one of her team’s first activities was to review the messaging[...]
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Solutions Marketing Success Story: Simplifying How Customers Buy and Manage Complex Products

Technology-based products are, almost by definition, complex and difficult to install, operate and maintain.  Many of us, for example, have personally experienced the change in buying a television.  The analogue television of 20-30 years ago simply required the buyer lug it into the family room,[...]
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Solutions Marketing: Revisiting the Debate over the 4 P’s

As we all know, the foundation of marketing since the 1950’s has been described as the 4 P’s.  The concept of the 4 P’s – which stands for Product, Price, Place, and Promotion – has endured for over a half-decade, and continues to be the basis for many marketing plans and strategies. [...]
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GE Healthcare’s Research on Solutions Marketing: Learning from the “Best of Breed”

So…what do strong learning organizations do when they identify a gap in their own capabilities?  From what I’ve seen over the years, they reach out and study companies that are considered “best of breed”. GE Healthcare has committed to improve its ability to leverage its broad portfolio of[...]
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How to Choose Winning Sales Plays in Your Solutions Business

It’s that time again when marketing departments are being asked to quickly churn out Playbooks to increase sales productivity and focus the sales force on selling strategic solutions. All too often, however, playbooks do not produce the outcomes desired by sales or marketing.  In our[...]
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