For nearly a decade, we've seen IT and other high-technology companies struggle to make the transition from selling primarily products to creating and selling real customer-centric solutions.
As companies have moved to a more solutions-based business model, there has been a need for a new type of marketing position – Solutions Marketing. This title first surfaced about 5-8 years ago, and is rapidly gaining momentum as a critical position within the Marketing department of many companies.
Solutions Insights, in collaboration with ITSMA and three other industry associations, recently conducted a web-based survey of professionals who have direct solutions marketing experience. We were successful in getting 133 surveys completed, representing over 125 companies – most of them, by the way, had revenues greater than $5 billion.
The Future Prospects of Solutions Marketing
The participants in our study clearly indicated that the Solutions Marketing position is growing rapidly in their respective companies. Over 64% said that there were more Solutions Marketers in their group/company today than two years ago. To re-enforce this, IDC, one the leading research companies serving the technology sector, recently conducted a survey of marketing executives to determine which marketing positions they would be looking to fill in 2012. Of the 20 different marketing positions listed in the survey, more companies stated that they will be hiring Solutions Marketers than any of the other positions!
The data appear to be loud and clear – companies that are looking to move beyond selling only products and focus more on addressing real customer business challenges are actively looking to fill a new marketing role – Solutions Marketing.
The Definition of Solutions Marketing
Let’s step back and make sure that we’re clear about what solutions marketing is:
The process of understanding, creating, communicating and delivering value through the development and support of offerings that dynamically combine core capabilities of the company and its partners to address customers’ key business problems.
Selected Conclusions from our Survey
The survey provided us with a number of surprising insights into the role and the activities of Solutions Marketers. Our findings included:
Interested in Learning More about the Future Role of Solutions Marketers?
A more in-depth analysis can be found in the executive summary report that we posted on our website. If you are interested in downloading the report, click here…