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For many providers of IT services and solutions, shifting from a technology-focused
approach to one based on business value requires substantial changes
in marketing and sales. Engaging successfully with C-level executives
and other business leaders demands different skills, insights, and programs
than working with IT buyers.
This ITSMA Europe Case Study reviews a how Unisys developed and
uses its Value Adding Solutions Provider (VASP) program to increase revenue
and gain strategic partner status with key financial services clients.
Focusing on client-centric marketing and engaging C-level executives
and board directors, the program emphasizes five critical initiatives:
- Segmenting and profiling clients using business drivers
- Creating value-based client references
- Leveraging value statements to create sales tools
- Working with account teams to profile and target key accounts
- Communicating
value in the client’s language
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