Category - "offering-distinction"

Solutions Marketing: What are 5 Key Factors to a Successful Transition from Products to Solutions?

I recently had a conversation with two marketers working for a bio-tech company.  Their challenge sounded very familiar: how to effectively combine their company’s products and services to create solutions that address  their customers’ real needs and opportunities.  As we talked, one of[...]
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Leveraging Services to Grow Solutions Revenues at GE Healthcare

Moving from a product to a solutions focus is a daunting challenge for most B2B companies.  When companies realize that a product-only strategy is, in the long term, a great market-exit strategy, the challenge they then face is how to make the shift to a true customer solutions orientation.  Some[...]
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Solutions Marketing: Have you Experienced the Shift from Services to Solutions?

“Build a strong services business.  That’s where the future revenue for technology companies will be”… The Drive to Build a Services Business Technology-based companies saw the gold glittering up in the “services” hills.  Build out a solid professional services capability, the[...]
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Solutions Marketing: The Skills Gap Between Product and Solutions Managers

Developing new products is a well-defined, broadly practiced business activity.   Over the past decade, structured processes have provided the guidance that product managers have needed to create new products with increased efficiency and unparalleled levels of quality. The Stage Gate methodology[...]
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Productizing Solutions:Cracking the Code to Profitability

In some ways, the concept of "productizing solutions" is an oxymoron.  Many feel that, by definition, solutions require considerable customization when they are delivered to a customer. If it's too productized...well, then, it's not really a solution -- it's a commoditized offering that doesn't[...]
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Seven Steps to Differentiating Your Solutions

With all due respect to the U.S. Declaration of Independence, not all people are created equal. While  the Declaration powerfully focused on equal opportunities and rights, people are most certainly different in nearly every other aspect -- size, weight, color…right down to our ability to juggle[...]
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New Point of View on "Four Steps to Solutions Growth"

I'm pleased to announce the launch our new Point of View series. Over the next several months, we'll release a series of short, research-based perspectives on how companies can improve performance in their solutions businesses. Our first Point of View, Adjusting to the New Reality: Four Steps[...]
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Ten lessons for managing a solutions council

Let’s face it: Most solutions are complex offerings. To succeed with solutions, you need deep knowledge of your customers, an ability to collaborate and share resources and assets internally, and a dedication and commitment to ensuring your solution actually works in the customer[...]
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