Defining a "Solution"

"Solutions" is one of those slippery words that can mean anything and everything. Working with some of the world's top technology companies, ITSMA has developed a useful definition:

"A combination of products, services, and intellectual property focused on a specific business problem that drives measurable business value. The solutions components can be from either the vendor and one or more partners, and the solutions implementer can be the vendor, the partner, the customer itself, or a combination of the three."

It's a bit dense, and doesn't exactly roll off the tongue. Nevertheless, we have found that it clicks with both buyers and sellers given its emphasis on solving specific business problems with measurable business value. Understood as such, the "S" word can get beyond the hype and provide important direction to business strategy and operations.

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Solutions Insights is a B2B consulting and training firm that helps companies develop, market, and sell high-value solutions. Our work with technology, professional services, and other clients focuses on four dimensions of solutions success: Strategic Alignment, Offering Distinction,  Sales Acceleration, and Customer Connection.


Keeping up with Solutions Marketing Trends and Issues...

 

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  • Solutions marketing a complex mix for b2b, interview by Steve Hurley, Managing Director, Solutions Insights to the BtoBOnline Magazine. Read more..
  • Steve Hurley hosted the third annual International Corporate Volunteerism conference in Washington, DC, during April 2012 on behalf of CDC Development Solutions.  It was a very successful conference with nearly 200 attendees.  The articles on the conference were posted in both Fast Company and Forbes online magazine.
  • SI recently launched its Solutions Marketing LinkedIn Group, and already have  470+ Senior Marketers.   The goal is to maintain the quality of the discussion and to get the members actively contributing and participating in group discussions on Soutions Marketing.
  • Steve Hurley will be teaching a course on Solutions Marketing at the Hult International Business School (HIBS) in the Spring and Summer of 2012 in Boston, Dubai and Shangai.  Steve is always looking for experienced Solutions Marketers to act as mentors and coaches to his MBA students.  Anyone who is interested is urged to contact Steve.
  • Matt Leary will be speaking at the annual ISA Marketing & Sales Summit in Austin, TX, in August.  SI will also be conducting a half-day workshop on key issures related to solutions marketing.
  • Steve Hurley will be presenting at the Intelligence Forum in Cambridge, MA, in June.   He will talk about how companies evaluate market and customer trends  to identify solutions opportunities.  The audience will be comprised of senior level strategic planners and others who are responsible for understanding market trends, competitive positioning, and customer wants and needs.
  • The Hult International Business School is offering a certificate in Solutions Marketing.  Steve Hurley, who teaches Solutions Marketing in the Hult MBA program, designed a certification program for any student who would like to specialize in the topic.  The first certifications will be awarded in August of 2012.


 

 

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Join our Solutions Marketing community in LinkedIn.

We have 450+ senior tech marketers in the LinkedIn Solutions Marketing Community. Lots of ideas are shared around how to market solutions. Let us make this a common platform to discuss on the new trends and insights about Solutions Marketing.

Members of this group explore best practices, challenges and other issues that their companies have experienced in marketing solutions.  There are now articles appearing in HBR and other respected business journals that recognize the complexities of being a true solutions player instead of simply using the terminology as a marketing tool. This group will look at the organizational, cultural, operational, marketing and sales implications of trying to build or improve a solutions business within a company.

Click here to join now..