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Driven by changing customer needs and the desire to create differentiation,
information technology product and services companies are rushing to transform
themselves into solutions providers. But the investments and organizational
changes required can be overwhelming.
ITSMA recently teamed with Babson College to assess the state of the
field in solutions marketing. Meeting the Solutions Challenge,
the first in a series of reports on our findings, focuses on a number
of organizational and cultural changes required to accommodate a solutions
orientation. Critical success factors that emerge from the study include
cross-functional collaboration, creation of a distinct solutions organization
with profit and loss responsibility, and an increasingly strategic role
for marketing.
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