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Defining a "Solution"

"Solutions" is one of those slippery words that can mean anything and everything. In the context of B2B companies, however, the term has taken on a specific meaning.  A council of leading solutions marketing professionals, sponsored by ITSMA, developed the following definition:

"A solution is a combination of products, services, and intellectual property focused on a specific business problem that drives measurable business value."

While we like and agree with this definition, we believe that it's missing s few important elements, so here is our definition:

"A combination of products, services, and intellectual property focused on a specific business problem or opportunity that drives measurable business value and can be significantly standardized. 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 longer, and doesn't exactly roll off the tongue, but we nevertheless have found that it clicks with both buyers and sellers given its emphasis on solving specific business problems with measurable business value.  Also, the value is determined by the amount of the solution that is delivered by each of the parties involved in creating the solution. Understood as such, the word "solution" can get beyond the hype and provide important direction to business strategy and operations.

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Recent Engagements

  • > Assisted a large IT solutions company to strengthen its messaging to the market
  • > Rebranded a non-profit organization in the economic development sector so that it reflects its new mission and services areas, including the development of real solutions
  • > Helped a large telecommunications firm redesign its customer reference program to integrate it across the company and ensure greater value to marketing, sales, and participating customers
  • > Built a much stronger key account planning program for a large systems integrator
  • > Trained the sales force of a large semi-conductor company on how to articulate the value of their solutions 
  • > Redesigned a marketing metrics system for a large software company to better understand their success in selling solutions
  • > Broke down the silos between Business Units of a large professional services company to allow for better communications and resources-sharing to be able to develop solutions

 

For more examples of our work:

Services: Customer Connection

Deeping connections with customers and prospects


The Challenge

Customer connections are the lifeblood of solutions marketing. Companies selling high-value solutions rely heavily on trusted connections to:
  • Gain deep insight into customer wants and needs
  • Gather input and advice on potential solutions
  • Accelerate the sales process
  • Obtain references, testimonials, and proof of value delivered

Creating and maintaining those trusted connections, however, is challenging – especially when customers and prospects tune out most marketing, have little time to talk, and remain skeptical that proposed solutions will deliver as promised.

Our Approach

Connecting with customers around high value solutions requires:

  • Deep understanding of the specific industries, issues, roles, and responsibilities of your customers and prospects
  • Serious commitment to an educational approach that provides real value with every marketing interaction
  • Patience and discipline to sustain a months- or even years-long effort to build conversation and relationships

At Solutions Insights, we can strengthen your connection programs in a variety of ways, including:
  • Thought Leadership Development: Creating thought leadership platforms and points of view that demonstrate expertise, energize influencers, and support the creation of compelling content and campaigns
  • Lead Development and Nurturing: Building lead generation and nurturing programs that deliver ongoing value and increasing confidence
  • Social Media Integration: Energizing and integrating social media initiatives to support increased learning, conversation, influence, and community

Client Examples

  • For a leading telecom company, provided tools, templates, and ongoing coaching to support strategic planning for thought leadership success
  • For multiple large IT and services companies, developed new thought leadership points of view and content to support marketing campaigns, executive connections, and sales enablement
  • For multiple large IT firms, developed and managed multi-touch lead nurturing programs that qualify and segment leads and move them through the sales funnel quickly and efficiently

Want to Learn More?

Contact Nikki Fisher at nfisher@solutionsinsights.com   or +1-262-456-2919

 

 Read our Customer Connection blog.

Learn more about our Customer Connection Marketing Frameworks.