Category - "other-solutions-issues"

Solutions vs. Product Development Processes: Are They Different?

A previous survey that we conducted a little over a year ago revealed that professional marketers who are responsible for developing new solutions feel that the activities, methods and processes that they employ are different from those used to create new products.  Are they right?  Are the[...]
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Companies are Finally Investing in Solutions Marketing!

Rich Vancil, Group Vice President at International Data Corporation, delivered a webinar in December on IDC’s predictions for CMOs in 2014.   As one would expect from IDC, the presentation was engaging, thought-provoking and different from many other presentations I’ve seen that have made CMO[...]
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When Marketing is Strategy – a Lesson for Solution Providers

A recent article in the Harvard Business Review, entitled “When Strategy is Marketing” (Dawar, December, 2013)  got me thinking seriously how downstream, market-facing activities can impact a company’s planning around designing and delivering successful solution offerings. As a start, it[...]
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Solutions Marketing: Thinking Differently to Build an Award Winning, Customer-Centric Solution

Several years ago, the Solution Insights team worked with a group of marketers and solutions executives to agree on what we meant when we said that a company created, marketed and sold a “solution.”  We received input from senior level marketers in a range of businesses and industries,[...]
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Solutions Marketing: How to Manage a Successful Thought Leadership Program

An Interview with Michael Brenner, VP of Marketing and Content Strategy at SAP Solutions, in a B2B context, are typically offerings that are complex, high value and intangible. Using traditional push marketing techniques that are more commonly used for product marketing hasn’t been viewed as very[...]
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Solutions Marketers: What Are Companies Looking For?

Over the last decade, the move to solutions by global companies has been steadily growing.  More and more B2B companies – in nearly every industry – have realized that merely producing and selling good products will, sooner or later, hamper their growth and profitability. Customers can no[...]
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Solutions Marketing: Are Solutions Selling and E-Commerce Mutually Exclusive Concepts?

The internet is changing the way people shop. Not just in the more mature markets like US but even in an emerging market like India. Access to a wide range of products from hundreds and thousands of brands mean people can now buy services and products from the comfort of their office or home. In[...]
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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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