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A Framework to Build and Market Solutions - The Case for Shifting from Product to Solutions Marketing
A Framework to Build and Market Solutions - The Case for Shifting from Product to Solutions Marketing
A Framework to Build and Market Solutions - The Case for Shifting from Product to Solutions Marketing
A Framework to Build and Market Solutions - The Case for Shifting from Product to Solutions Marketing
A Framework to Build and Market Solutions - The Case for Shifting from Product to Solutions Marketing
A Framework to Build and Market Solutions - The Case for Shifting from Product to Solutions Marketing
A Framework to Build and Market Solutions - The Case for Shifting from Product to Solutions Marketing
A Framework to Build and Market Solutions - The Case for Shifting from Product to Solutions Marketing
A Framework to Build and Market Solutions - The Case for Shifting from Product to Solutions Marketing
A Framework to Build and Market Solutions - The Case for Shifting from Product to Solutions Marketing
A Framework to Build and Market Solutions - The Case for Shifting from Product to Solutions Marketing
A Framework to Build and Market Solutions - The Case for Shifting from Product to Solutions Marketing
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A Framework to Build and Market Solutions - The Case for Shifting from Product to Solutions Marketing

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A Framework to Build and Market Solutions - The Case for Shifting from Product to Solutions Marketing

A Framework to Build and Market Solutions - The Case for Shifting from Product to Solutions Marketing

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    • 1. A Framework to Build & Market Solutions The Case for Shifting from Product to Solutions Marketing Steve Hurley, Managing Director
    • 2. We work with product and services basedcompanies to become more customerfocused.We help B2B companies develop, market, and sell integrated solutions that deliver increased business value. Our main areas of focus are: Strategic Customer Offering Sales Integration Connection Distinction Acceleration Aligning the Deeping connections with Developing and launching Accelerating the sellingorganization around a customers and prospects new and distinct solutions process for solutions solutions strategy offerings Sample Technology Clients © 2010 Solutions Insights. All Rights Reserved. 2
    • 3. Let’s be clear on what we mean by a technology-based solution in B2B sectors…ITSMA, a marketing association, developed thefollowing definition… A solution is a combination of products, services, and intellectual capital, focused on a particular customer problem which drives measurable business value.….which has been generally accepted, applied oradapted by most of the large, globally recognizedcompanies in the tech sector. Source: ITSMA 2007 © 2010 Solutions Insights. All Rights Reserved. 3
    • 4. Solutions Insights has its own version of what a solution is…As a result of our experience in working withcompanies that are looking to be build a competitivesolutions business, we’ve developed a definition witha few important additions:A combination of products, services, andintellectual property focused on a businessproblem or opportunity that drivesmeasurable business value and can besignificantly standardized.The solutions components can be fromeither the vendor and one or more partners,and the solutions implementer can be thevendor, the partner, the customer itself, ora combination of the three. © 2010 Solutions Insights. All Rights Reserved. 4
    • 5. Both buyers and sellers are motivatedto shift to solutions.Seller’s Side Buyer’s Side● Product commoditization ● Buyers demand business continues to results from their IT & accelerate, leading to….. networking investments, which has led to…. 4.3 4.5 3.5 2.5 ROI Product 1 Product 2 Product 3 Product 4 ● A stronger focus by the vendor● A steady decline in product to develop offerings with a margins measurable impact on the customer’s business © 2010 Solutions Insights. All Rights Reserved. 5
    • 6. Another motivation for companies to shift to solutions is the decrease in profits from simple services attached to products.Market Dynamics 5 Years Ago:• Most sales included products and simple support and maintenance services; highly profitable• Small percentage of sales were just product or full solutionsMarket Dynamics Today:• Most products and simple support and maintenance services sales have become transactional• Sales of full solutions have increased considerably © 2010 Solutions Insights. All Rights Reserved. 6Source: Neil Rackham, presentation at ISBM conference, September, 2010
    • 7. There are usually 7 steps in the solutionstransformation process.Realization “Everyone’s pushing solutions; we better do it, too!” Pre-Mature ““Yeah! We’ve shown that we’re a solutions company on our Enthusiasm website!” Organization “Wait…do we all agree on what it means when we say we Misalignment offer solutions?” Strategic ““What do we have to change in our business model to Confusion successfully offer and deliver solutions?” Sober “This is a lot harder than we thought it would be.” Realization Initial ““Great! We’ve done it with one part of our Solutions Successes business…let’s transform other parts”. Transformation Process Long-Term ““It’s working…let’s stay focused © 2010 and committed”. Commitment Solutions Insights. All Rights Reserved. 7
    • 8. Solutions Marketing is all about creatinggreater business value for the customer. Solutions Factors• More complex problems, resulting in a Marketing Implications need to create more complex offerings • Greater customer-centric• Greater personalization & behavior customization• Increased organizational • A different approach to collaboration communicating the Value• Longer sales cycles and Proposition more complex Value Propositions © 2010 Solutions Insights. All Rights Reserved. 8
    • 9. We’ve identified what product andservices marketers need to dodifferently to market solutions. © 2010 Solutions Insights. All Rights Reserved. 9
    • 10. It’s not easy – in a recent survey, nearly 2/3 of the respondents felt that solutions marketing is harder than product marketing. Is solutions marketing seen as more or less Is solutions marketing seen as more or less challenging than product marketing? challenging than services marketing? % of Respondents (N=106) % of Respondents (N=115) Comparison to Product Marketing Comparison to Services MarketingSolutions marketing and product Solutions marketing Solutions marketing are Solutions and services marketing isequally challenging marketing is marketing are more 29% more equally challenging challenging challenging than services than product 52% marketing Solutions marketing marketing is 43% 62% less challenging Solutions marketing than product is marketing less challenging 8% than services marketing 4% © 2010 Solutions Insights. All Rights Reserved. 10 Source: SI/ITSMA Online Survey: Anatomy of a Solutions Marketer, February 2012
    • 11. While it’s harder, the benefits havebeen substantial.Benefits of being more customer-focusedand solutions driven:● Larger deals● Better margins● Deeper account penetration● Better customer relationships © 2010 Solutions Insights. All Rights Reserved. 11
    • 12. For more information, contact:Steve HurleyManaging DirectorEmail: shurley@solutionsinsights.comTel: 781-929-8570Website: www.solutionsinsights.com © 2010 Solutions Insights. All Rights Reserved. 12

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