Expert Video

Steve Hurley interviews Nina Hargus, VP of Global Services at EMC Corporation on some of the difficulties in enabling the channel to sell solutions

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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Thursday, March 4, 2010 at 10:59 PM
10:59PM

TL in 4D: Four dimensions for thought leadership success

B2B marketers know that thought leadership is essential, especially when selling high-value solutions. Business buyers tune out most traditional marketing, but they are always looking for new ideas. If we can produce interesting and useful content, and use social media and other platforms to spread the good word, we at least have a chance of getting into the conversations that our customers and prospects actually want to have. 

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