© 2011www.SolutionMarketingBlog.comIntroduction toSolution MarketingSteve RobinsMay 4, 2013
© 2009-2013 The Solution Marketing BlogC B O N Dlimits	  compe++on	  company	  yourself	  services	  products	  
© 2009-2013 The Solution Marketing BlogBeyond	  Products:	  Solu+on	  Marke+ng	  THE Solution Marketing Blog
www.SolutionMarketingBlog.com p4© 2009-2013What is “it”?What’s Happening What’s Needed•  Customers want it •  Solutions ma...
www.SolutionMarketingBlog.com p5© 2009-2013What’s Happening What’s Needed•  Customers want it •  Solutions make life easie...
www.SolutionMarketingBlog.com p6© 2009-2013• Provide a solutionmethodology for Marketing• Discipline, rigor,consistency – ...
www.SolutionMarketingBlog.com p7© 2009-2013Solutions EverywhereDevice+Software+Content+CloudDevice+Software+Content+CloudK...
www.SolutionMarketingBlog.com p8© 2009-2013Solutions Everywhere
www.SolutionMarketingBlog.com p9© 2009-2013AgendaŸ  IntroductionŸ  Beyond productsŸ  Solution marketing–  Solution–  Ed...
© 2009-2013 The Solution Marketing BlogBeyond	  Products	  The	  Solu)on	  Impera)ve	  
www.SolutionMarketingBlog.com p11© 2009-2013Typical Company Wants…CompanyTech-nologyCustomer
www.SolutionMarketingBlog.com p12© 2009-2013What is a Solution Anyways?so·lu·tionnoun səә-ˈlü-shəәnGeneral definition:a: a...
www.SolutionMarketingBlog.com p13© 2009-2013ServicesTypical Customer Wants…Customer---PainPointsTech-nologyUserProcessCont...
www.SolutionMarketingBlog.com p14© 2009-2013Complete SolutionUser •  User interfaces•  Training•  Support•  Best practices...
www.SolutionMarketingBlog.com p15© 2009-2013Why Solutions?Ÿ  Increasing complexity of technologyŸ  Limited in-house IT t...
www.SolutionMarketingBlog.com p16© 2009-2013Why It MattersEarly AdoptersVisionariesInnovatorsTechnologyEnthusiastsEarly Ma...
© 2009-2013 The Solution Marketing BlogSolu+on	  Marke+ng	  Customer-­‐Centric	  Marke)ng	  for	  Today	  	  
www.SolutionMarketingBlog.com p18© 2009-2013What is Solution Marketing?so·lu·tion mar·ket·ingnoun səә-ˈlü-shəәnˈmär-kəә-ti...
www.SolutionMarketingBlog.com p19© 2009-2013Solution Marketing Adds Value ToMarketing, Sales and Product ManagementFrictio...
www.SolutionMarketingBlog.com p20© 2009-2013The 4 P’s – All About the CompanyPlaceProductPro-motionPriceCompany“Build it a...
www.SolutionMarketingBlog.com p21© 2009-2013Strategy, MetricsPlaceProductPro-motionPriceCompanySolution Marketing – All Ab...
© 2009-2013 The Solution Marketing BlogBuilding	  Your	  Solu+on	  Marke+ng	  Strategy	  Discovery	  	  Strategies	  for:	...
www.SolutionMarketingBlog.com p23© 2009-2013360oDiscoveryWhat	  markets	  	  and	  solu0ons	  should	  we	  target?	  What...
www.SolutionMarketingBlog.com p24© 2009-2013Solution Needs HierarchyComponents	  &	  integra+ons	  Business	  value	  Solu...
www.SolutionMarketingBlog.com p25© 2009-2013Solution Strategy•  General strategy:•  Target markets/functions, solutions•  ...
© 2009-2013 The Solution Marketing BlogBIZ	  CHALLENGE	   SOLUTION	  PowerAdvocate Offers Complete SolutionsŸ Business ch...
© 2009-2013 The Solution Marketing BlogBIZ	  CHALLENGE	   SOLUTION	  PowerAdvocate Offers Complete SolutionsŸ  Products: ...
www.SolutionMarketingBlog.com p28© 2009-2013Education & Engagement: MessageTargeted	  Consistent/	  True	  $Value-­‐	  Dri...
www.SolutionMarketingBlog.com p29© 2009-2013Education & Engagement: StrategyMarket	  Educa+on	  Market	  Engagement	  Fiel...
www.SolutionMarketingBlog.com p30© 2009-2013Tuning the Solution MessageTechnicalMessageBusinessMessageGeekSpeak CredibleDo...
www.SolutionMarketingBlog.com p31© 2009-2013Value = Benefit - CostBenefits (Improvement)Ÿ  Profit, expense, revenue drive...
www.SolutionMarketingBlog.com p32© 2009-2013Value = Benefit - TCOValue-Based PricingBusinessBenefit($)CBAPoor ValueUnneede...
© 2009-2013 The Solution Marketing BlogBIZ	  CHALLENGE	   SOLUTION	   RESULT	  Microsoft SharePoint Delivers Valuewith 50%...
© 2009-2013 The Solution Marketing BlogBIZ	  CHALLENGE	   RESULT	  SOLUTION	  Microsoft SharePoint Delivers Valuewith 50% ...
© 2009-2013 The Solution Marketing BlogBIZ	  CHALLENGE	   SOLUTION	   RESULT	  Microsoft SharePoint Delivers Valuewith 50%...
www.SolutionMarketingBlog.com p36© 2009-2013AccessŸ Be flexibleŸ Provide seamless experienceŸ Enable frictionless sales...
© 2009-2013 The Solution Marketing BlogA	  Cau+onary	  Tale	  	  	  
www.SolutionMarketingBlog.com p38© 2009-2013Solution Marketing FailureŸ  Solution–  Don’t give customers what they wantŸ...
© 2009-2013 The Solution Marketing BlogBIZ	  CHALLENGE	   SOLUTION	   RESULT	  Solution Marketing FailureŸ Convenient, in...
© 2009-2013 The Solution Marketing BlogBIZ	  CHALLENGE	   RESULT	  SOLUTION	  Solution Marketing FailureŸ InexpensiveŸ A...
© 2009-2013 The Solution Marketing BlogBIZ	  CHALLENGE	   SOLUTION	   RESULT	  Solution Marketing Failure$494$544$594$644$...
© 2009-2013 The Solution Marketing BlogBIZ	  CHALLENGE	   SOLUTION	   RESULT	  Netflix Dictates Customer Access
© 2009-2013 The Solution Marketing BlogNext	  Steps	  	  	  
www.SolutionMarketingBlog.com p44© 2009-2013Ensure AlignmentThroughout the Extended EnterpriseŸ  Goal: Customers get what...
www.SolutionMarketingBlog.com p45© 2009-2013Getting Started1.  Begin internal discovery2.  Know the customer3.  Define the...
www.SolutionMarketingBlog.com p46© 2009-2013Strategy, MetricsPlaceProductPro-motionPriceCompanyQ & ACustomer---PainPointsS...
www.SolutionMarketingBlog.com p47© 2009-2013Thank YouLinkedIn.com/in/SteveRobins1Twitter.com/SteveRobinsSolutionMarketingB...
www.SolutionMarketingBlog.com p48© 2009-2013Take the Next StepSolu+on	  Marke+ng	  Pros	  LinkedIn	  Group	  linkedin.com/...
© 2009-2013 The Solution Marketing BlogBeyond	  Products:	  Solu+on	  Marke+ng	  THE Solution Marketing Blog
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Introduction to Solution Marketing (Steve Robins) ProductCamp Boston May 2013

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Today, some of the most successful companies in the world are thinking beyond products. These companies develop and market solutions. Learn why you need to think beyond your products and how leading companies are succeeding with solution marketing.

You will learn:

- Why customers want more than products
- Why they want solutions
- Solution marketing lessons from leading companies like Apple, Amazon - and even ChuckECheese's
- How solution marketing supports social media
- 5 things every solution should include
- How to build your solution marketing strategy
- 5 things you can do to begin solution marketing at your company - tomorrow

Steve Robins is the VP of Marketing at FirstBest Systems, the leading provider of front office solutions for insurance carriers.

Steve has presented at each of the last 5 ProductCamps in Boston and last year he delivered the keynote on the Invisible Customer.

For the last 15+ years, Steve Robins has been transforming technology firms into market-leading, customer-focused solution providers. Prior to FirstBest, Steve founded the strategic marketing consultancy, Solution Marketing Strategies, as well as the top-rated Solution Marketing Blog. Steve has held senior industry, solution and product marketing positions at EMC, Documentum and KANA Software; earlier Steve was a senior analyst at The Yankee Group.

This presentation was delivered at ProductCamp Boston, May 4, 2013 by Steve Robins

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Introduction to Solution Marketing (Steve Robins) ProductCamp Boston May 2013

  1. 1. © 2011www.SolutionMarketingBlog.comIntroduction toSolution MarketingSteve RobinsMay 4, 2013
  2. 2. © 2009-2013 The Solution Marketing BlogC B O N Dlimits  compe++on  company  yourself  services  products  
  3. 3. © 2009-2013 The Solution Marketing BlogBeyond  Products:  Solu+on  Marke+ng  THE Solution Marketing Blog
  4. 4. www.SolutionMarketingBlog.com p4© 2009-2013What is “it”?What’s Happening What’s Needed•  Customers want it •  Solutions make life easier•  Help customers•  But most customerscan’t do it on their own•  Technology is increasingly complex andcustomers lack in-house resources, time,expertise•  Apple, IBM and Chuck eCheese sell it•  Each offers complete solutions tocustomers…Apple iPad ecosystem, IBM industrysolutions, Chuck e Cheese birthdaypackage •  Provide discipline, rigor,consistency – bestpractices•  Most tech companiesclaim to have it•  Seems like everyone sells solutions today•  But none of them knowwhat it is•  But there’s not a common definition•  Sales thinks they’reselling it…•  Many sales teams use the Solution Sellingmethodology•  Help Marketing to workwith Sales•  Provide a solutionmethodology forMarketing•  …but they’re doing itwithout Marketing.•  But Solution Selling does not providestrategic guidance for Marketing•  It can be confusing •  There’s little discipline around solutions•  Solution Marketing Blog,Group, Consulting“It” = Solutions
  5. 5. www.SolutionMarketingBlog.com p5© 2009-2013What’s Happening What’s Needed•  Customers want it •  Solutions make life easier•  Help customers•  But most customerscan’t do it on their own•  Technology is increasingly complex andcustomers lack in-house resources, time,expertise•  Apple, IBM and Chuck eCheese sell it•  Each offers complete solutions tocustomers…Apple iPad ecosystem, IBM industrysolutions, Chuck e Cheese birthdaypackage •  Provide discipline, rigor,consistency – bestpractices•  Most tech companiesclaim to have it•  Seems like everyone sells solutions today•  But none of them knowwhat it is•  But there’s not a common definition•  Sales thinks they’reselling it…•  Many sales teams use the Solution Sellingmethodology•  Help Marketing to workwith Sales•  Provide a solutionmethodology forMarketing•  …but they’re doing itwithout Marketing.•  But Solution Selling does not providestrategic guidance for Marketing•  It can be confusing •  There’s little discipline around solutions•  Solution Marketing Blog,Group, ConsultingWhat is “it”? Solutions is It.
  6. 6. www.SolutionMarketingBlog.com p6© 2009-2013• Provide a solutionmethodology for Marketing• Discipline, rigor,consistency – bestpractices• Help Marketing to work withSales• How:• Solution MarketingBlog• LinkedIn GroupSteve RobinsŸ  VP of Marketing, FirstBest SystemsŸ  10+ years in solution marketing–  Expertise in solution, industry and productmarketing–  Experience: FirstBest Systems, SolutionMarketing Strategies, EMC Documentum, KANA,The Yankee GroupŸ  Founder, The Solution Marketing Blog,Top-rated solution marketing blogŸ  Inbound Marketing CertifiedProfessionals.robins@solutionmkt.comLinkedIn.com/in/SteveRobins1Twitter.com/SteveRobinsSolutionMarketingBlog.com
  7. 7. www.SolutionMarketingBlog.com p7© 2009-2013Solutions EverywhereDevice+Software+Content+CloudDevice+Software+Content+CloudKid food+Adult food+Entertainment+Activities+Party gifts
  8. 8. www.SolutionMarketingBlog.com p8© 2009-2013Solutions Everywhere
  9. 9. www.SolutionMarketingBlog.com p9© 2009-2013AgendaŸ  IntroductionŸ  Beyond productsŸ  Solution marketing–  Solution–  Education & engagement–  Value–  AccessŸ  Building your solution marketing strategy–  Discovery–  Strategies for solutions, education & engagement, value, access–  Case studiesŸ  Next steps, Q&A
  10. 10. © 2009-2013 The Solution Marketing BlogBeyond  Products  The  Solu)on  Impera)ve  
  11. 11. www.SolutionMarketingBlog.com p11© 2009-2013Typical Company Wants…CompanyTech-nologyCustomer
  12. 12. www.SolutionMarketingBlog.com p12© 2009-2013What is a Solution Anyways?so·lu·tionnoun səә-ˈlü-shəәnGeneral definition:a: an action or process of solving aproblemb: an answer to a problemso·lu·tionnoun səә-ˈlü-shəәnBusiness definition:A complete and integratedoffering that includes everythingrequired to solve a customerproblem
  13. 13. www.SolutionMarketingBlog.com p13© 2009-2013ServicesTypical Customer Wants…Customer---PainPointsTech-nologyUserProcessContent/ DataComplete SolutionEverything to solve the customer’s problem
  14. 14. www.SolutionMarketingBlog.com p14© 2009-2013Complete SolutionUser •  User interfaces•  Training•  Support•  Best practices•  Domain expertiseProcess •  Process optimization•  Reengineering•  Workflow• Integrated experiences• ROI studies• SecurityContent/Data•  Content§ Documents§ Images§ Video§ Music§ Books•  Data•  External data sources•  Data security, data policiesTechnology •  Hardware/ infrastructure•  Software platforms•  Applications•  Complementary technologies•  Integrations•  Custom codingServices •  Strategy•  Project management•  Risk management•  Custom coding•  Integration services•  Communications services, hosting•  Support
  15. 15. www.SolutionMarketingBlog.com p15© 2009-2013Why Solutions?Ÿ  Increasing complexity of technologyŸ  Limited in-house IT to support systemsŸ  Avoid in-house/SI build or integrationŸ  Business users drive tech decisions but don’tunderstand the technologyŸ  Mature markets
  16. 16. www.SolutionMarketingBlog.com p16© 2009-2013Why It MattersEarly AdoptersVisionariesInnovatorsTechnologyEnthusiastsEarly Majority/PragmatistsLate MajorityConservativesLaggardsSkepticsTimeCustomers want technologyand performanceCustomers want solutions and convenienceRelative%ofCustomersEnd of LifeEarly Life BowlingAlleySources: E.M. Rogers, G. MooreThe Solution OpportunityMain StreetThe TornadoThe Chasm
  17. 17. © 2009-2013 The Solution Marketing BlogSolu+on  Marke+ng  Customer-­‐Centric  Marke)ng  for  Today    
  18. 18. www.SolutionMarketingBlog.com p18© 2009-2013What is Solution Marketing?so·lu·tion mar·ket·ingnoun səә-ˈlü-shəәnˈmär-kəә-tiŋThe process of defining,educating, and providing accessto complete and integratedsolutionsthat deliver valueby helping customers to solvetheir problems.
  19. 19. www.SolutionMarketingBlog.com p19© 2009-2013Solution Marketing Adds Value ToMarketing, Sales and Product ManagementFrictionlessSalesSocial MediaFieldEnablementMarketingSupportProductManagement
  20. 20. www.SolutionMarketingBlog.com p20© 2009-2013The 4 P’s – All About the CompanyPlaceProductPro-motionPriceCompany“Build it andthey will come”Outbound,interruptionmarketingCost-plus;margin is kingBest channelsfor us to sellthe product
  21. 21. www.SolutionMarketingBlog.com p21© 2009-2013Strategy, MetricsPlaceProductPro-motionPriceCompanySolution Marketing – All About the CustomerCustomer---PainPointsSolutionAccessEducationEngagementValueEnd-to-End Marketing for TodayCustomer-Focused Marketing“How can I solvemy problem?”“How can Ilearn moreabout it?”“How will it help me andwhat is my total sacrificeto get this solution?”“Where canI find it?”
  22. 22. © 2009-2013 The Solution Marketing BlogBuilding  Your  Solu+on  Marke+ng  Strategy  Discovery    Strategies  for:  Solu)ons  Educa)on  &  Engagement  Value  Access    
  23. 23. www.SolutionMarketingBlog.com p23© 2009-2013360oDiscoveryWhat  markets    and  solu0ons  should  we  target?  What  will  each  solu0on  do  and  include?  How  will  we  educate  and  engage  with  poten0al  users  and  buyers?  How  will  we  incorporate  and  communicate  value?  How  would  the  user/buyer  like  to  buy  and  use  the  solu0on?  Internal  •  Revenue  •  Current  offerings  •  Core  competencies  •  Solu4on  maturity  •  Sales-­‐readiness      External  • Under-­‐solved  challenges  • Top  market,  solu4on  opportuni4es  • Segment  size  • Market  drivers  • Compe44on  Solu+on  Requirements  •  Use  cases  •  Revenue  •  Business  challenges  •  Industry/func4on  trends    •  Key  components    •  Buy  vs  build  •  Tes4ng  Persona  •  Titles  •  Business  challenges  •  Career  goals  •  Thought  process  How  to  connect  •  “Hang-­‐outs”  –  communica4on  channels,  pubs,  trade  shows,  social  media  •  Industry  jargon  •  Influence  levers  (ex  case  studies?)  Value  •  Before/aRer  process  •  Before/aRer  challenge/gain  •  Customer’s  value  drivers  -­‐  dollar  impact  •  ROI  •  Purchasing  habits,  budget      Access  •  Best  channels  •  Op4mal  role  of  VARs,  SIs,  direct  sales,  buying  on  contract  •  Preferred  delivery  models…  SoRware?    SaaS?    Business  Process  Outsourcing?      UserPersonasCustomerValueSolutionAccessPortfolioStrategySolutionDevelopment
  24. 24. www.SolutionMarketingBlog.com p24© 2009-2013Solution Needs HierarchyComponents  &  integra+ons  Business  value  Solu+on  descrip+on  –  what  it  does  Target  audience  and    business  problem  Intelligence:  templates,    rules  etcMatureLessMature23514
  25. 25. www.SolutionMarketingBlog.com p25© 2009-2013Solution Strategy•  General strategy:•  Target markets/functions, solutions•  Solution maturity•  Partner•  Buy vs build•  Completeness: Platform > Framework > Templates > Application•  Portfolio management•  Revenue goals•  Cross-functional team•  Metrics for success•  Cross-functional alignment, organizational support•  Development/engineering/product management•  Channel/SI partners•  Marketing•  Sales•  Support•  Services
  26. 26. © 2009-2013 The Solution Marketing BlogBIZ  CHALLENGE   SOLUTION  PowerAdvocate Offers Complete SolutionsŸ Business challenge:Optimize procurement in the energysector (power plants)Ÿ Company challenge:Differentiate the company from largerplayers like Ariba
  27. 27. © 2009-2013 The Solution Marketing BlogBIZ  CHALLENGE   SOLUTION  PowerAdvocate Offers Complete SolutionsŸ  Products: SaaS solutions forprocurementspend, cost, market, sourcingŸ  Services: Industry expertsprovide services to lowercostsŸ  Data: Market-specificprocurement data andanalysisDifferentiator: industry-specific dataSolution AssessmentUser þProcess þContent/Data þTechnology þServices þ
  28. 28. www.SolutionMarketingBlog.com p28© 2009-2013Education & Engagement: MessageTargeted  Consistent/  True  $Value-­‐  Driven   Jargon  Relevant  InsuredAgentCarrierLoss ratio
  29. 29. www.SolutionMarketingBlog.com p29© 2009-2013Education & Engagement: StrategyMarket  Educa+on  Market  Engagement  Field  Enablement/  Sales  Challenge& How toFric+onless  Sales  Demand  Gen  BuyNow!
  30. 30. www.SolutionMarketingBlog.com p30© 2009-2013Tuning the Solution MessageTechnicalMessageBusinessMessageGeekSpeak CredibleDoes it exist?VagueHighLowLowHighBITBusinessMgr.CFOJanitorA“SOAarchitectureenablesintegration withlegacy systems”“Helps yourcompany”“Shortensmortgage cycletime”“Increasesprofitability”
  31. 31. www.SolutionMarketingBlog.com p31© 2009-2013Value = Benefit - CostBenefits (Improvement)Ÿ  Profit, expense, revenue driversŸ  New businessŸ  Time savingsŸ  Productivity improvementŸ  Headcount reductionŸ  Soft benefitsTotal Cost of OwnershipŸ  External…–  Software–  Hardware–  ServicesŸ  Internal…–  Training–  Change management–  Desktop upgrades–  IT managementValueto the useror buyer$DollarsPerceivedBenefitValue© 2011 www.SolutionMarketingBlog.comTotalCost
  32. 32. www.SolutionMarketingBlog.com p32© 2009-2013Value = Benefit - TCOValue-Based PricingBusinessBenefit($)CBAPoor ValueUnneededfeaturesFair ValuePrice matchesbenefitHigh ValueLost softwarerevenueAssume that vendor charges fair pricefor features providedDCustomerBenefitFair ValuePrice matchesbenefitLost revenueUnneeded featuresCustomerBenefitCustomerBenefitCustomerBenefitPriceSolution use-case drives benefit and value
  33. 33. © 2009-2013 The Solution Marketing BlogBIZ  CHALLENGE   SOLUTION   RESULT  Microsoft SharePoint Delivers Valuewith 50% of the featuresShare information with otherpeople in the enterprise
  34. 34. © 2009-2013 The Solution Marketing BlogBIZ  CHALLENGE   RESULT  SOLUTION  Microsoft SharePoint Delivers Valuewith 50% of the featuresWe  don’t  claim  we  do  everything.      If  we  do  50  percent  of  the  func)ons  that  these  other  companies  do,  but  they’re  the  ones  customers  really  want,  that’s  fine.  The  magic  is  that  end  users  actually  like  to  use  the  soLware.  ”“Chris CaposselaSenior Vice PresidentInformation Worker Product Management Group , MicrosoftNY Times 8/2/2009
  35. 35. © 2009-2013 The Solution Marketing BlogBIZ  CHALLENGE   SOLUTION   RESULT  Microsoft SharePoint Delivers Valuewith 50% of the featuresSignificant growth at expenseof mainstream ECM vendorsLesson: Customers gain value bybuying only the features they needE
  36. 36. www.SolutionMarketingBlog.com p36© 2009-2013AccessŸ Be flexibleŸ Provide seamless experienceŸ Enable frictionless salesŸ Complete/close the sale quicklyŸ Ensure success thru “the last mile”
  37. 37. © 2009-2013 The Solution Marketing BlogA  Cau+onary  Tale      
  38. 38. www.SolutionMarketingBlog.com p38© 2009-2013Solution Marketing FailureŸ  Solution–  Don’t give customers what they wantŸ  Education/Engagement–  Blame your offering’s failure on communication instead of admitting it wasjust a really bad ideaŸ  Value–  Base your pricing on what works for you, not for customers–  Nearly double prices for your best customers–  Decrease customers’ perceived value of your solutionŸ  Access–  Make it more difficult to do business with you – split your offering into 2websites–  Dis-incent customers from buying both of your services
  39. 39. © 2009-2013 The Solution Marketing BlogBIZ  CHALLENGE   SOLUTION   RESULT  Solution Marketing FailureŸ Convenient, inexpensiveaccess to entertainment
  40. 40. © 2009-2013 The Solution Marketing BlogBIZ  CHALLENGE   RESULT  SOLUTION  Solution Marketing FailureŸ InexpensiveŸ All-you-can-eatŸ Video by mailŸ New: streamingŸ New pricing plans, July 2011:streaming vs. video by mailŸ Focus on what’s good for Netflix,not the customer
  41. 41. © 2009-2013 The Solution Marketing BlogBIZ  CHALLENGE   SOLUTION   RESULT  Solution Marketing Failure$494$544$594$644$694$744$794$844$894$94414161820222426283/2010 6/2010 9/2010 12/2010 3/2011 6/2011 9/2011 12/2011Revenue($Millions)Subscribers(Millions)Unique subcribers RevenueSubscriber trend Revenue trend$75$107$155$176$238$263$113$69Stock price Sources: NetFlix, Google
  42. 42. © 2009-2013 The Solution Marketing BlogBIZ  CHALLENGE   SOLUTION   RESULT  Netflix Dictates Customer Access
  43. 43. © 2009-2013 The Solution Marketing BlogNext  Steps      
  44. 44. www.SolutionMarketingBlog.com p44© 2009-2013Ensure AlignmentThroughout the Extended EnterpriseŸ  Goal: Customers get what they were promisedŸ  How Do You Achieve This?–  Consistent messages across entire company and ecosystem–  Sales – longer sales cycles; solution training; specialized sales teams–  Support from engineering/product management, services, tech support, consultingteams–  Executive supportCustomersSuppliers/PartnersTech, SIPartnersFrontOfficeMarketingSalesServiceBackOfficeManufacturingEngineering
  45. 45. www.SolutionMarketingBlog.com p45© 2009-2013Getting Started1.  Begin internal discovery2.  Know the customer3.  Define the business problem4.  Move from feature/benefit à businessvalue5.  Think about solution completeness6. Bonus: how are market/tech forces changingsolution requirements?
  46. 46. www.SolutionMarketingBlog.com p46© 2009-2013Strategy, MetricsPlaceProductPro-motionPriceCompanyQ & ACustomer---PainPointsSolutionAccessEducationEngagementValueSolution MarketingServicesCustomer---PainPointsTech-nologyUserProcessContent/ DataComplete Solution
  47. 47. www.SolutionMarketingBlog.com p47© 2009-2013Thank YouLinkedIn.com/in/SteveRobins1Twitter.com/SteveRobinsSolutionMarketingBlog.comVICE PRESIDENT OF MARKETINGS t e v e r o b i n swww.SolutionMarketingBlog.com
  48. 48. www.SolutionMarketingBlog.com p48© 2009-2013Take the Next StepSolu+on  Marke+ng  Pros  LinkedIn  Group  linkedin.com/groups?gid=1826720  THE  Solu+on  Marke+ng    Blog  www.Solu+onMarke+ngBlog.com  
  49. 49. © 2009-2013 The Solution Marketing BlogBeyond  Products:  Solu+on  Marke+ng  THE Solution Marketing Blog

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