Solutions Marketing Definition
I’ve had a number of conversations with senior level marketers at large B2B technology companies about their solutions businesses. On several occasions, we realized that we had different views and definitions for the term “solution”. It wasn’t just a matter of semantics where we used different words but meant the same thing. We lacked a common definition of what we were talking about, which led to different opinions of how solutions should be developed, marketed and sold
Why a Common Definition is Important
The term “solutions” is now being embedded in business models at companies in industries ranging from telecommunications to basic chemicals and manufacturing.
It’s very important that there is a common definition for a solution across the organization for several reasons:
Our definition follows the main intent and themes presented by the other companies:
Every Word Counts…
While it may not seem so important on the surface, every word in each of the definitions above is hugely critical. For example:
Not only is what you include important, but it’s equally important to be clear about what you don’t include. For example, some companies define their solutions by the following attributes:
Sing From the Same Songbook
We strongly believe that a long term solutions strategy must have a definition that everyone in the organization understands and supports. The marketers, delivery teams, and salespeople all need to be on the same page in discussing solutions both internally and with customers. In many ways, it doesn’t actually matter what the definition is – it is more important that the definition aligns with the corporate strategy for its solutions business, and is universally understood.
So…our parting question is: if you put your top 20-25 executives in a room together and asked them to define what your company means when it tells the market that it sells and delivers solutions, would everyone have the same exact definition of what that means?