The weather was beautiful, the view of San Francisco was stunning, and the level of participation from the attendees of ITSMAs recent Marketing Leadership Forum was perhaps the best we’ve ever seen. Titled “Accelerating the Solutions Business,” the Forum provided an in-depth look at the innovative ways that companies today are developing, marketing, and selling solutions.’
Momentum continues to build for the software-as-service model, with Fortune magazine, among others, recently citing this approach as one of the five biggest trends in technology. Some software firms have begun to gain traction with this approach, but many others are struggling with the difficult realities of successfully marketing, selling, and delivering subscription-based offers. To truly create the value that will make these programs sell into the mainstream, vendors need to do four things.