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As technology companies focus more and more on marketing and selling
integrated solutions, they need to understand how businesses buy solutions,
which can be quite different than how they buy discrete products and
services. Truly understanding customers' buying processes and criteria
is the necessary first step to creating more compelling offers and campaigns.
This ITSMA Briefing provides extensive data from ITSMA's latest
research into how customers choose solutions. Based on interviews with
150 enterprise buyers from large enterprises and government agencies,
the briefing examines a series of critical issues for marketing and selling
solutions, including:
- What roles do business and IT leaders play in the decision process
- How does the solutions buying process differ from that for products
and services
- What solutions characteristics are most important
- What decision criteria are most important
- How can marketers be more
effective with solutions buyers
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